Content is vital. It hooks new customers in and helps establishes long-term partnerships. If you are in the business of selling expertise, content is doubly important – it’s how you communicate your knowledge, prove your capabilities and get clients on board.
Content is also a big challenge: Getting the right content to the right person at the right time isn’t easy, especially if you deliver multiple services to multiple types of customers in multiple locations. This challenge isn’t just about marketing: Content should support and inform all aspects of your customer experience and journey.
This makes it vital to think about content in a structured way. Delivering good, effective content to each of your market segments isn’t something that can be done in an ad-hoc manner. You need a strategy to co-ordinate and optimise your content activities.
When you’re putting together your content strategy you should concentrate on a number of key questions:
Why are you doing it? In other words, what are your goals and prioritises. For example, if your brand is based on your expertise, then your focus should be on using content to position yourself as a thought-leader in your sector.
Who are you doing it for? Profile your customers and map out the journey they take with you. That way, you’ll ensure you really understand the communication challenge you face and make certain that your content is strongly customer focused.
What are you going to do? Decide what range of different content types you’ll produce – from white papers and e-books, to blogs and videos – and work out how you’ll resource and manage them.
You should find that this process brings a lot of benefits in itself, especially in terms of focusing corporate goals, energising staff and giving new insights into specific jobs and your company as a whole.
The content strategy you produce will help you create compelling content and run effective campaigns. It will put you in the driving seat and help you reach your key market segments – engaging with all of your different customers in a way that resonates with them most strongly.
It will ensure that you reach your customers at every stage of the sales cycle – whether they’re at the top of the funnel and shopping for the services you offer, at the middle of the funnel and looking for information about your expertise, or at the bottom of the funnel and looking for the final bit of proof that will make them sign up.
Good content can power your company’s growth, nurturing leads, educating prospects, generating new business, enhancing your customer experience and establishing your expertise. A Content Strategy is the key your need to unlock this potential.
There’s quite a bit to think about, but it’s well worth doing. If you want a hand, we’ll help you cut through the complexity and get you on the right path. So, why not get in touch?