In a world in which brands are being told they need to be publishers, there is growing pressure to create content.
Whether it is white papers, blog posts, white papers, infographics, videos or social media updates, content is apparently king for brands that want to connect with potential and existing customers.
Here is the big question facing many brands: what kind of content should they create given the buffet of options?
There are many ways to address this situation, but I think there are two key strategic considerations:
So what does this mean for brands that want to leverage content marketing?
The most important issue is establishing priorities to better position your brand for success. It means looking at the different content options, and then ranking them based on their effectiveness in driving customers into the sales funnel. A lot of this insight comes from really knowing what interests, excites and motivates customers to do business with your brand.
To get started, make a list of the different content options based on your product and target audiences. It could look like this:
Then, rank each item based on their potential to achieve your goals (aka sales, leads, brand awareness, etc.). This exercise will surface the best options to drive your business forward, and make it easier to decide what to focus on. Based on the options listed above, it could mean a content marketing program that involves the following:
These would be the content channels to invest time, resources and money because they offer the most potential. It doesn’t mean the other options are not interesting or irrelevant, but they are not as important right now.
Establishing priorities and selecting content that makes the most sense strategically and tactically makes it easier for brands to be successful. It lets them focus rather than spreading their efforts, which is often a recipe for failure.
Mark Evans is the principal with ME Consulting, which helps startups and fast-growing companies tell better stories (aka marketing). He has worked with dozens of startups looking for strategic guidance and tactical execution to accelerate growth through a strong marketing foundation.He recently published a book, Storytelling for Startups, that provides entrepreneurs with insight, tools and exercises so they can embrace the power of story-driven marketing. You can learn more at www.storytellingforstartups.ca. You can connect with Mark on Twitter at @markevans.