Getting the content right!

Did you know that your customers find your brand more thru the content that you publish on different channels than thru the ads that you run? It’s not surprising though! There is no denial to the fact that push strategies do work for short term objectives but for a long term & a more engaging conversation with customers or prospects, brands have to invest in sustained content marketing efforts. Some of the well-known publisher’s quote, basis few survey results, that a lot of B2B brands (including some of the big ones) are not very comfortable in building and nurturing their content marketing strategies.

The formula to consider this as an important mix in the overall digital marketing is fairly simple – Anything that’s intangible (services) or has a longer sales cycle – needs a good and sustainable content marketing plan in place. This has many benefits such as setting the context, building credibility, garnering participations, building a possible network reach and more. Though a subtle form of brand building yet it plays an important role in in establishing consideration or making informed decisions apart from also building brands searchability over the internet.  Its surprisingly that inspite of these benefits brands shy away from investing in good content marketing strategy. The reasons could be many – lack or availability of in-house talent or dependability on subject matter experts or management buy –in etc.

Since its benefits are immense it’s important for brands to use it sensibly. Some of the important aspects to consider whilst building a content plan are:

  1. Structure of message
  2. Purpose or the objective of the content
  3. Tone of its presentation
  4. Length of the content or time that it would require reading
  5. Language in relation to the target audience or the context

The entire focus of business has shifted towards the consumer (what’s their problem, what they want, how they feel, whom they interact with, what’s their influence score etc.) With internet, this aspect of consumer centricity has grown multifold. Gone are the days when brands used to use platforms for one way announcements (one way communication).

Your customers are looking for you anyways. Don’t lose them out to your competitors. Build a robust content marketing strategy to get them hooked.

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