We’ve all heard the term “content strategy” being bounced around the industry, but what does that mean? Content strategy is the simplest of terms is the “development, planning, creation, delivery, and management of content. The purpose of a content strategy is to create meaningful, cohesive, engaging, and sustainable content that attracts your company’s target customers.
Because today’s internet is fulled with rich media spanning across so many different channels, it’s becoming more and more crucial to get the right content to the right people at the right time. And to reach these touch points, you need to have a tactful, brand-specific content strategy.
Still unconvinced? Here are five reasons why it’s essential for your business to have a content strategy in place.
1. Content drives everything
Everything from your blog posts to ads to social media posts revolves around content. In other words, content drives everything. Content is increasingly becoming more important than SEO in that it connects you with your customers more easily and effectively. That being said, content and SEO work hand-in-hand. In order to be found by prospects, current customers, and partners, your content must rank well in search. When you successfully master this, your content will attract and inform the right people, compelling them to take desired actions.
2. Why you post matters more than what you post
Don’t just post content for the sake of posting content. Post content because it has an intended purpose. Do you want to share a solution that you company provides? Do you want to share company news? Are you striving to be thought leaders in your industry? If the answer to any of these questions is yes, then it’s necessary to post content. The “why” of posting content is going to be the differentiator in your customers’ eyes; it’s what is going to give you value. Content is going to be what engages them, so it’s key to do it thoughtfully and with intention.
3. Compete with decreasing attention spans
Over the last several years, the average attention span of humans has dropped significantly. What once was 12 seconds in 2000, has dropped down to a mere eight seconds — just one second less than the attention span of a goldfish. That being said, content needs to be created to grasp and keep the viewer’s attention. To do this, you must produce higher quality content. This content is more likely to be consumed, liked, and shared when compared to lower-quality content. Getting your consumers’ attention is no small feat, but when you produce higher quality content, it helps them to cut through the clutter and find out what’s important and relevant to them.
4. Customers do not consume in silence
Your customers are vocal, as is their buying process. They take to social media to ask for and read reviews, as well as share thoughts and concerns with their own networks. Social networks now serve as a shopping platform. Your content strategy needs to take this into account and plan for every stage of the customer’s journey in order to deliver a great experience along the way. To do this, you need to examine your target audience and their shopping habits. Millennials shop differently than Baby Boomers and therefore require different tactics. For example, Millennials want a more personalized shopping experience, so it is up to marketers to account for this in their content strategy. A solid content strategy should also include how you manage your brand’s community. You need to ask yourself, who is the voice of the brand and how does it communicate the brand’s values to consumers?
5. The story of your business engages your customers
Was your business a mom-and-pop shop turned global empire? Does its products reflect its roots? If so, then use this history to your advantage and create content around it. Consumers love a company with history and a story to tell. When done effectively, this helps your consumer to better understand your values. This type of content is more likely to engage your consumers, making them trust you and be more loyal to you. Additionally, you can create emotion with your content that will better reach your audience. Emotion is the key driver in why we share content. The content strategy discovery process uncovers stories about your business, your employees and your customers that increase brand awareness and engagement.
When it boils down to it, a content strategy is instrumental to your business in engaging with customers. You need to have a strategy that is purposeful and value-driven in order to share relevant information with your customers. By effectively sharing your story, you can generate more brand awareness to create more trusting and loyal customers while also evoking emotion. This, when done correctly, will give you a whole new level of personal connection that is rooted in your content.