You've heard it, "on the Internet, content is king". But it bears repeating, "on the Internet, content is king" - because it is, it really, really is!

But, there is content and then there is effective content.  Your organization must create effective content - content that communicates in a meaningful way. This is content that is carefully crafted based on what you already know that your customer finds compelling and useful, and most important, content that they want from you.

Because content drives trust in a brand and creates a connection (or not) it must be targeted and focused based on your knowledge of your targets needs and wants. Providing customers with compelling and relevant content creates trust. Trusting and feeling connected to a brand makes a customer more receptive to any marketing messages, making your customers more likely to react positively and fulfill your intended outcome.

This necessitates the creation of a Strategic Content Plan, a plan that defines the "persona" of your target(s). Some of the things that you need to know are.

  • Who is the customer?
  • What do they need from us?
  • What do they want from us?
  • What will make them care about us?
  • What will cause them to take our intended action?

Once this "persona" is developed the task of creating compelling content becomes customer focused and provides us the ability to create content that induce the actions that we are seeking. With a plan in place you're on the road to showing some sensational ROI.