Content is the voice of strategy - it always has been, and it always will be.
I can't think of a successful brand today that doesn't invest in content production to grow and engage their audience.
In this article, we will talk more about the importance of content in a marketing strategy, what content as the voice of strategy means, and how to create a plan to use content as the voice of strategy.
All aboard? Here we go!
When I say content, I'm not referring to only content marketing. I'm talking about all the content you produce to interact and engage with customers.
Content can run the gamut from face to face meetings/interactions, conferences, events, networking, social media posts, email, blog posts, videos, customer onboarding, customer orientation, testimonials/reviews, and the list goes on and on.
Content helps connect with customers and meet their expectations at every step of their journey with your business.
Not producing content is way more risky than investing in it.
With that said, here are a few benefits of content you must know:
Here's something for you to ponder. According to Lyfe Marketing:
The idea here is simple - great content builds brand reputation.
Step back and take a look at today's digital marketing landscape - reputation is the name of the game. Without it, you are doomed!
Where there's a strong brand reputation, there's consumer trust and loyalty.
Consumers connect with brands they can trust to get the best value for their hard earned money. It requires hard work and commitment to gain their trust and establish your reputation as an industry leader, but it is not that complicated.
Start by producing valuable content!
Not just any content, but content that's consistent, reliable, shows expertise, and excellent in providing value to your audience.
Let me hit you with a hard truth:
You won’t rank in search engines longterm without content.
Google, like any other search engine, feeds on relevant and useful content.
Google's mission statement is:
"To organize the world's information and make it universally accessible and useful."
The word “useful” in their mission statement pertains to the pieces of content that are available throughout the web.
Google uses these pieces of content to rank websites or results by their order of usefulness and relevancy to the user searching.
Do you now see the importance of content to search engine ranking?
Let's move on...
It's no secret that many marketers still struggle to generate leads.
Content is a very effective channel in helping a number of businesses generate leads.
Lyfe Marketing also said this about content marketing:
Simple - content marketing is both affordable and provides a great return on the money you invest in it.
Content builds consumer trust by providing them valuable information. Consumer trust leads to business opportunities, like sales and lead generation, which generates strong word of mouth.
If you think about it, content marketing has a snowball effect! The benefits are endless.
The customer journey is the entire experience a customer has from the time they become aware of your company through the after purchase experience.
We like to think of it as The Marketing Hourglass:
Content is the only strategy element that links all the phases in The Marketing Hourglass - from the Know phase down to the Refer phase.
Create a customer journey map today to identify the types of content you should be using at each phase in the hourglass to engage and support prospects and customers.
Producing content for the sake of having content is not the goal here.
But what does “content as the voice of strategy” mean?
Content as the voice of strategy is about having a purpose. Your content must support your overall marketing strategy.
Using content as the voice of strategy means creating content that educates your audience, builds trust, and adds value to ideal clients in a way that supports the objectives, branding, and messaging of a business.
If you want a successful marketing strategy, then you should not produce content haphazardly.
When creating content, always think about why you are creating it. Always have a PURPOSE! When you do this, all the content you create will "speak" about and support your marketing strategy.
Remember, your content must have a purpose.
Now here's the plan!
To use content as the voice of strategy, start by creating your first content hub.
A content hub is a part of a blog or a website that houses content related to a central topic. Having one is a great way to organize all your content in one specific place on your website.
The purpose of a content hub is to help you plan and create your content, so you create a valuable asset over time. You'll also...
Our article about Content Hubs: Everything You Need To Know will teach you how to create a content hub, so please check it out.
Also, you can check out the links below that are content hubs on our website about lead generation and local marketing:
That's everything you need to know about content being the voice of strategy.
It takes time to master the art and science of content, but if you have a goal and a plan to ensure that content is the voice of strategy, then you should be fine.
Need more help on this one? We listed a few helpful articles below for your reference, or you can Talk To Us!
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Creating a solid marketing strategy is a must for effective marketing? Check out our Ultimate Guide to Marketing Strategy to learn more.
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Tim Fitzpatrick is the President of Rialto Marketing. At Rialto Marketing, we help take the guesswork out of marketing so your small business can grow. Marketing your business shouldn't be a constant challenge. If you are ready to eliminate the uncertainty and confusion of marketing your business, we can help.