Why your company needs a content marketing strategy to grow?None
So, you’ve thought of a name. You’ve officially registered the name. You’ve acquired some funding from benevolent benefactors to get your company off the ground. You’ve even acquired a few customers. These first few customers can only do so much to spread the word about your company. So, how do you make your company grow and reach potential customers? In one word: content.
Today, content can exist in various formats - text, images, audio, video, graphics, etc. - and across various mediums - print, online, perhaps even DVDs and Blu-Ray discs. However, with the average person spending about __ hours a day on the Internet, it has emerged as the strongest medium to publish content promoting your business. With the growing daily use of the Internet for everything from education to entertainment, socializing to shopping, it’s not difficult to see how content is at the heart of every online experience.
Having said all that, there are a couple of things that need to be in place before you start creating any content, namely, a mission statement and a vision statement. These ensure that your content doesn’t deviate from your business’ values and what it stands for. Now, there are three things that you need to keep in mind when creating any type of content:
- Audience (your who)
- Purpose (your why)
- Context (your how and when)
Getting content and its presentation right for an intended audience is something writers, editors, and creators need to think carefully about.
First, let’s talk about the audience. From the outset, it should be pretty clear who your target market is. Knowing this will help you develop a proper brand tone and voice when developing content. An overly formal tone may be off-putting for millennials, and conversely, an approach involving too many colloquialisms or slang will make tech CEOs scoff.
Now, content is not just a matter of choosing a funny GIF or an illuminating infographic. Before you think about the medium or format of your content, it’s useful to think about the intent behind it. “Why does this exist?” “What am I trying to achieve via this piece of content?” These are some of the questions you need to ask yourself. For example, an esports organization may post clips of their players’ best tournament performances. The aim here is to build hype surrounding these players and/or to evoke a sense of admiration among viewers. Having a strong purpose can make the reader do or feel something or both.
Some of the most powerful content influences an audience’s feelings or actions. In that regard, content is effective if it has the following attributes:
- It has a call to action.
- It induces emotions - whether positive or negative - in the reader. This makes the reader care about the content.
- It persuades the reader to make a purchase (if that is the intent).
- It has high shareability; that is, it makes the reader share the content with their friends, family, etc.
Through this article, I hope I have convinced you why having a content strategy can have a significant impact on your company’s growth and ultimately its revenue.
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