In today’s digital landscape, content is king. We all recognize its importance—it’s the lifeblood of any digital marketing or demand generation program. Yet, creating content that truly resonates and drives business value is no small feat. Whether you’re writing a good blog post, crafting the best website copy, or planning great social media posts, the process is time-consuming. It demands careful consideration to ensure that the content produced is effective, strategic, and aligned with business goals.
As we work with clients, content is always a central topic of discussion. It’s critical to every aspect of marketing, but not everyone approaches it in the same way. Some clients are eager to produce content, yet they might miss key elements like business strategy or SEO optimization, which are essential for appearing in search results. On the flip side, some produce SEO-driven content that lacks a strong business narrative or voice. And then, some struggle to get their content engine running at all, finding it difficult to start writing or generating engaging content. Regardless of where you stand, here are some essential considerations to ensure your content not only attracts traffic but also delivers substantial business value, helping you build trust with potential customers and keep your existing ones engaged.
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Showcase Your Expertise and Thought Leadership
Your content should highlight your thought leadership and expertise. Whether it’s through writing a great blog post, sharing case studies, or providing tips and tricks, it’s an opportunity to present your unique point of view, share your approach to solving industry challenges, and provide examples of your work. This not only helps prospects understand how you think and operate but also builds credibility and trust, which is essential for converting potential customers.
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Address Current Needs and Future Challenges
Great content doesn’t just solve immediate problems—it also helps customers anticipate future challenges. Offering insights in real-time that assist them in their current endeavors while guiding them toward what they should consider next is key. This forward-thinking approach positions you as a trusted advisor who is invested in their long-term success, which can be communicated effectively through visually appealing and engaging content.
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Give a Glimpse Into Working With You
Before a prospect ever contacts you, they’re likely consuming your content to get a sense of what it’s like to work with you. Your content should offer a behind-the-scenes look at your company culture, your approach to customer service, and the people behind your products and services. This could be showcased through great Facebook posts, posts on social media, or even creating a great landing page copy that reflects your brand. This helps build a pre-established relationship, fostering trust before any direct interaction occurs.
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Reinforce Your Brand Positioning
Every piece of content you produce, whether it’s the best web copy or great social media content, contributes to your brand’s positioning. Whether your brand is known for being approachable, strategic, technical, or innovative, these attributes should be evident in your content. Consistency in tone and voice across all platforms, including social media platforms, helps reinforce your brand identity.
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Broaden Customer Understanding of What You Do
Use content to educate prospects and existing customers about the full range of your offerings. Customers may come to you for one specific service or product, but your content can help them discover other solutions you provide. For instance, sharing customer reviews or using bullet points in a piece of content can make your services more clear and accessible, deepening and expanding your relationship with them.
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Validate & Build Loyalty with Existing Customers
Content isn’t just for attracting new customers but also for retaining existing ones. Continually providing valuable content, like great website copy or tips on the best place to promote YouTube videos, reinforces their decision to do business with you, making them feel confident and informed. This, in turn, fosters brand loyalty and strengthens long-term partnerships.
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Encourage Natural Conversion
While the primary purpose of content isn’t to drive sales directly, it should naturally lead prospects towards the next step in their journey—whether that’s signing up for a trial, requesting a demo, or another form of conversion. Ensure there’s a seamless and organic segue from content consumption to taking action, improving conversion rates with great landing page copy or visually appealing social media posts.
You Got This!
None of these tips are groundbreaking, but sometimes it’s helpful to revisit the basics and ensure that your content strategy is on the right track. Whether you’re refining your content plan, brainstorming good ideas for YouTube videos, or evaluating your current efforts, keeping these principles in mind will pay off in the long run. And if you ever need help aligning your content with your overall marketing strategy, don’t hesitate to reach out. Don’t forget, great content, whether on a social media platform or your website, can make a big impact.
