With new targets, new markets, new platforms, and EXTREME online growth, it’s no wonder we’re facing content challenges.
When we’re evaluating the buyer’s journey, we need to understand two key elements:
- Where they are in the journey
- What content resonates with them
And with that we can better learn about the buyer, solve the buyer’s problems, and then sell to the buyer.
Top 3 Challenges of Content
When you think about using content to drive business outcomes and the buyer journey, there are usually three main challenges that arise:
- We need to be more efficient
- We need to be more effective
- We need to be more “on brand“
We are faced with an overabundance of content that is non-valuable. Some call this phenomenon “content pollution” – and Mark Schaefer calls it Content Shock.
In any case, brand’s are facing a paradigm shift that will have them moving from fluff to resourceful content for their communities.
Here’s how to get past your content challenges and start creating meaningful pieces for lead nurturing …
7 Ways To Overcome Content Challenges
It all boils down to having a system. With processes and procedures, you can set your sights on content that’s more efficient, effective and remains on brand.
Focus your efforts on:
- Audience: Look at ALL factors surrounding your audiences, such as:
- Past interactions
- Advertising (paid expansion – where does it work?)
- Triggers: Where does content fit into your brand’s strategy? Look at:
- Unplanned content (think Oreo; real-time marketing)
- Planned content
- Reactive content (crisis management)
- Proactive content (nurturing leads)
- Branding Elements:
- Custom fonts
- Custom colors
- Voice & Tone
- Content Buckets: Also known as pillars or just your topics.
- We recommend four main buckets for our clients
- Then we decide which bucket a piece of content fits in
- Campaigns: Content that helps you plan for the future; lead nurturing for events
- Business Objectives:
- Each piece of content should tie to a business objective or goal
- Get REAL with objectives: Engagement is NOT an objective, leads gained by topic IS an objective
- Platforms: Where will your piece of content best live?
- Each piece of content is unique – don’t push to all platforms “just because” (that’s broadcasting, not content marketing)
- Think about each platform’s style, feel, speed and audience to decide where your content should live
- Where are platforms expanding (EX: Instagram)?
Putting It All Together
The days of the online Wild, Wild West are coming to an end.
To successfully scale our rapidly growing online world we will need to create new and solid standards, rules and guidelines.
Your goal should be to take the above blueprint and create innovative content that provides an experience for the consumer.
Are you up for the challenge? Let me know in the comments section below.
See you in the social sphere!
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