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.
