If your content strategy looks like just a marketing app, you are potentially limiting your potential. Content is part of every aspect of business when it comes to communication. If something is said about your business or brand, it’s considered content, and that includes tweets, status updates, press releases, blog posts, and comments.
The company creates some of these pieces of content, through writing articles, for example, but some of it comes from outside. It’s not about the source of the content, but how it affects the public’s perception of your business. The goal of this post is to demonstrate the importance of content beyond the confines of traditional marketing.
The two limits that need to be pushed are sales and customer retention and expansion.
The role that content plays in sales involves presenting a positive perception of the company. One problem often seen with sales professionals is that they don’t always understand how helpful content strategy can be for them. Sales people need to appreciate what the content offers because it reflects the constantly changing market today.
Due to differences in context and situation, marketers are often unable to provide sellers with the same information as potential buyers. Sellers and buyers have different expectations and this leads to different questions being asked.
If marketers can convince sales teams that the content is useful, they will eventually see more requests due to the changes sellers have proposed.
One goal for marketers is to demonstrate brand responsibility. Reaching this goal generates more income that is more sustainable. The sales team will have an easier job convincing a buyer because marketers have done the legwork during the initial launch. It is essential that marketers use all available content sources in that first pitch to an audience.
Customer retention and expansion is a different type of challenge facing your company’s content strategy.
Organizations will often do little more than send out a monthly newsletter or hold an annual conference as a way to distribute content to their existing customer base. Businesses must remember that a buyer came to them because their product filled a need, and make sure the consumer knows that they will always be there to fill that need.
Keeping customers who have already bought your product should be easy (if the product is good), but it is often overlooked. Once you buy your product, find out why that is. What problem did consumers have that made them buy your product? Once you know that, you’ll have what you need to do to make sure they keep coming back to you as a way to fix their problems. Then create a product that solves another problem.
Having good content and using several different platforms, both online and in print, will create a very successful business. You will convince a consumer to buy your product, make the customer loyal, and allow your business to grow. The content must be good and must be heard by the public. In the modern age, you need to go beyond traditional content strategies.