Why is content so important?
We live in a digital world. People want to get reached in ways of their choosing and at times most convenient. The agility that content affords is an inexpensive, flexible way to maximize reach, minimize effort. In fact, content marketing generates 3 times as many leads as outbound marketing, but costs 62% less.
Content is at the core of your business.
Business is all about relationships. Content is the scalable medium to build relationships. By talking about pain points, content engages customers with solutions. How? Through engaging conversations.
Content marketing is the foundation upon which your business operates. From the story told on your website, through to learning materials, you’re producing content. Still, majority of businesses neglect the importance that content plays in business success. In fact, only 32% of marketers have a documented strategy shared internally.
It’s time to move away from a “just get things done to get them done” approach to content. A documented, data-driven amplified content strategy plan will amplify your business success.
Content maximizes revenue opportunities.
Content should serve audiences, build relationships, and be meaningful. It should empower decision making and drive conversion. However, most content creators are spending more time on just the output of content without focus on impact.
With an increasingly noisy digital landscape, it’s also easy to fall into a trap of content that serves self-interests and self-promotion. Great content tells a great story that builds a relationship and educates. Each content interaction should create unique experiences that provide valuable interactions for each individual engaging with it. The future of content will focus delivering empowering, personalized experiences.
Content provides personalized experiences.
Whether you’re creating content for internal memos, press releases, for customers in a product release, you can’t be generic. Content needs to resonate at an emotional level. It needs to speak to a unique problem. This means that you can no longer sell to everyone. Strategic content planning is now more important than ever.
Conversion of readers to buyers doesn’t happen by accident. It happens by developing a targeted content strategy that tells a cohesive story. Your efforts should aim to reach customers you want to have listening. Targeted storytelling raises awareness and focuses on people that are more likely to make a decision.
Strong content strategies empower your entire organization
From sales to human resources, great content has the ability to help with revenue generation, internal culture, external recruitment, and build positive sentiment not just with potential buyers, but anyone who comes across your brand.
This is only possible if you have a centralized strategy: content data, brand guidelines, who you’re speaking to and why—all this information needs to be centralized across all departments. This ensures your brand story is cohesive.
The benefits? Maximized content reach.
Here’s a few ways to start thinking about ways content helps empower your team:
Content works to raise awareness: Targeted storytelling helps your audience understand what your brand and services do. Based on a specific set of problems they’re facing, you can target decision making. Messaging should focus on a job-to-be-done rather than something generic.
Content promotes discovery: Getting content in front of someone who has never heard of you is an effective way to automate an introduction to your brand. How do you do it? Draw attention to specific problems you’re solving in places people are already looking. People searching for solutions see immediate value from their first interaction.
Content fosters qualified sales: Draw attention to specific problems you’re solving. People searching for solutions can see immediate value when content targets a need. Target audiences help you create content they want to engage with since it speaks to them. The result? They reward you with their business. But keep in mind that your customers don’t care about your revenue goals. They’re not giving you money because they want you to hit your quarterly quota. You should be delivering continuous value that helps them grow professionally or move their own objectives forward.
Content marketing is about telling stories, creating ideas, and generating understanding of theories and concepts.
You’re no longer competing with your previous quarters’ benchmarks—you’re competing with thousands of other content ideas being launched daily.
To captivate the readers you want to have as part of your brand story, you have to create personalized experiences, have a unified customer experience, and deliver a strategy that motivates and streamlines your team to deliver meaningful content.
Don’t forget to balance good design and usability of content to make sure your content is pleasant to interact with.
Having just a strategy without a tactical plan, or a tactical plan with no clear objective in sight is not enough—a strong content strategy is backed by a clear tactical plan, works to help contribute to a strategic business objective, and is data-driven.
Content isn’t just for your marketing team—From your sales cycle through to your brand experience in support, all the way to recruitment in HR, everyone on your team should be leveraging and re-purposing contact to maximize impact.
Content tells a story, educates, and makes a meaningful impact—it doesn’t just shamelessly self-promote your product.