Content is your digital body language. Good content is a way for your business to be useful and become attractive through search (digital media) and sharing (social media).
People first need to believe, then they will support that belief in the way they behave -- and may eventually become ambassadors on your behalf.
Inbound marketing, or pull -- these are the inquiries you receive as a result of valuable content someone has seen/heard/read/used -- by far outperforms outbound marketing or push as an investment for your business.
Relationships become stronger over time when built upon benefits to the buyer. When you write customer-centric content, you develop trust and gain credibility, both of which confer you authority
Why have a content strategy?
Content allows you to build an audience, attract customers through opt-in (vs. the old opt-out tactics), and create advocates on behalf of your business or brand. In addition to planning for those milestones, you will need to plan content for each phase of the buyer's journey.
With traditional media, you used to be able to "borrow" the audience media channels built. You paid to rent eyeballs and ears with TV, print, even digital, and radio advertising and promotions. They had the audience, not you. You got to interrupt it in exchange for money.
In social media, you can go direct to customers and prospective customers. However, the media or channels are mere tools, they don't come with an audience you can buy, although many are selling you one. The best audience in social is the one you build.
That's where a content strategy comes in.
Because content is such an important aspect of a successful social media strategy, I created this page to help you see how it works by collecting a few posts written as series.
Future of content strategy for brands
Secrets of online content strategy
Where Blogs Are Going (Feed Sponsor)
For B2B companies and brands
Mapping your content to the buyer's cycle
More brand content strategy
Having fun with content analysis
These 36 articles + 1 presentation should get you started in understanding the importance of having a brand content strategy for your online marketing.
Valeria is an experienced listener. She is also frequent speaker at conferences and companies on a variety of topics. To book her for a speaking engagement click here.