Content marketing articles should not be too heavily branded, industry expert Todd Wheatland said this week at Content Marketing World

Todd Wheatland, speaking at Content Marketing World, believes businesses turning to content marketing should avoid language that is too heavily branded.

As the content marketing industry has evolved, the concept of news content marketing has become more popular. Demonstrating the value of a company by presenting new trends and research on its industry can be more appealing to a prospect than overtly telling him or her why to choose a specific company.

Customized marketing materials can be presented once a prospect demonstrates their interest – industry-focused articles are more ideal for content marketing purposes, Wheatlead says.

From an SEO perspective, news content marketing can also be invaluable. Google’s numerous Panda updates essentially punish websites for low-quality content – and this may include content featuring too many mentions of a business’ own services. Placing a premium on well-written, niche information can help businesses climb search-engine ranking pages.

Plus, news content marketing brings businesses the advantage of publishing fresh information that evolves as new industry developments unfold. As Brafton reported, other CMW experts suggest that timeliness is a critical component of successful content marketing.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.