According to the new rules of marketing, you should create content that delivers value to the target audience, consistently. Successful companies like Colgate, Sears and General Electric have adopted a similar approach towards content marketing. They’re not successful because they have a large content marketing budget to spend. They are successful because they deliver content that’s value-added, interesting and shareable.
But, have you ever wondered how they achieve it? What’s their one big secret of creating customer-winning content?
They treat their content like a product.
Content is not something that just fills out your websites or blogs. It’s information that your target audience is hungrily looking for. It’s an experience that simplifies the lives of your audiences.
It’s an entire product!
The moment you start to think of your content in the form of a product, everything else starts to fall into place. You begin to apply all those processes that revolve around making up a product.
Key steps to create a product include –
- Doing target market research
- Understanding consumer needs
- Working out a strategy
- Developing the product
- Testing the product
- Collecting customer feedback
- Improving the product further
It’s only by adopting these processes and initiatives that you’ll be able to deliver valuable content. You’ll be able to create content that’s appropriately addressed and fulfills an obvious need of the target audience.
As an organization that needs to grow and beat out the competition quickly, you’ll need to adopt a strategic approach for content creation. Thinking of your content as a product will allow you to deliver only high quality and relevant information. And it’s only through value-added and informative content that you can help, establish yourself as an expert in your niche and build long-term relationships with your target audiences or prospects. That’s how you can increase sales without actually selling.
“Organizations must first build a solid relationship with customers through the use of valuable, relevant information — then, and only then, will organizations be able to sell the other products and services that grow the top line”, says Joe Pulizzi of Content Marketing Institute.
Whether your business belongs to IT, healthcare, fashion, travel, hospitality, education, finance, electronics, food and beverage, technology, real estate, sports or manufacturing, top quality and well-targeted content should always remain at the core of all your online marketing efforts. As content marketing continues to rule, consumers are fast losing trust in traditional media or display advertising. They are most likely to go for a product or service that’s recommended by their friends or online users.
Many small businesses have a wrong belief that their industry is not interesting enough so they can’t leverage the benefits of content marketing. Let me tell you that no industry is boring, but the writers are. Once your writers stop looking at content as web-page filler, they’ll be able to deliver information that’s high quality, relevant, problem-solving, exciting and interesting.
If you plan your online business to grow, make you more profits and have future growth too, you should approach content marketing similarly as most of the big brands do. You should think of your content as a product in a bid to change the customer behavior for the better and sell more. Yes, you’ll need to utilize adequate resources, especially if you are a small firm or business that lacks a dedicated content writing team, along with editors.
Depending on your budget, however, you can always hire expert writers or journalists. If you have a bigger budget, you should decide to work with a content development agency.
Do you think your content is helping you sell, and sell more? Please feel free to share your opinions and thoughts.