The foundation of every strong content strategy is sharing relevant, valuable information. This isn’t a new way of marketing. A lot of successful businesses have been utilizing this technique for some time. But with the advent of Social Media and advances in the web, the advertising ballgame has changed. Now it’s much easier for smaller and medium businesses to participate. No longer is the dominant brand the only one pushing information. Consumers expect more from everyone.
In the past, consumers were regarded as an audience, a group of people. Businesses inundated them with direct mail campaigns, TV commercials, and newspaper ads. Each business shouted, “We’re the best. Buy from us.” Now, businesses are recognizing the individual consumer. The hes and shes expect to be shown why your product and your service benefits them. This requires a strong content strategy that identifies you as an expert in your field.
What exactly is a content strategy? It is the process of finding relevant information, crafting it into a consumer friendly format, and sharing it through your consumer’s ideal mediums.
Your content strategy should…
identify your consumer as a person.
be focused on their needs.
add value to their life.
Your content strategy should not…
be heavy handed like a car salesman.
only talk about your business.
Whether you are a completely referral based business or you rely heavily on marketing and sales, your content strategy is the way in which you continue to foster relationships.
No two content strategies should be exactly alike because no two businesses are exactly alike. Your content strategy should be unique to you. In the next few posts we’ll explore where your content comes from, how to utilize multiple mediums to share your content, and how to continue improving your content strategy.
Artwork by our good friend, Enjoli Izidor
