Content Marketing and Collateral Development (Copy, Content, White Papers, Case Studies, etc.)
When it comes to content marketing, one size does not fit all businesses.
Did you know that in 1996, Bill Gates forecasted the rise of content as a money-maker?
After that, it took 15 years before Google started targeting and penalizing sites “with large-scale thin content”?
Since that time Google has been relentless in their efforts to identify and promote robust and worthwhile material.
By pushing businesses to create content that people find valuable, Google has changed the marketplace, and Bill Gates’ prediction has come true.
Content will make you money.
But your potential customers don’t want to hear from you what they’ve heard from everyone else.
Canned material has them bouncing away faster than you can blink.
They don’t want to have the same experiences on your website that they do on your competition.
They want fresh – new – and focused on them.
That requires you to put your own spin on the content that you’re delivering to them.
It’s not that hard if you give up the idea that content marketing has to be done according to a particular formula or fashion.
Winning at content marketing means helping your customers and potential customers win when they do business with you.
The simplest way to do that is to make it easy for them to be successful at every step along the journey to becoming a customer.
How you do that depends on your business.
The only businesses that I can think of that can’t create a good customer experience are only the ones that don’t want to be bothered or think it’s too tough.
To be frank, creating a good experience requires thought, planning and good content . . . and that’s not easy.
Google will be the first to tell you that all content is not created equal.
Content does not magically appear out of thin air as some might believe. It takes a tremendous amount of effort, consistency, and creativity to come up with helpful and interesting content.” Sam Dogen, the Financial Samurai
That’s why it’s important to know what kind of customer experience you want to create and what you want your content to accomplish.
It’s why you need to have a plan in place to make that happen.
As a strategist, I can help you figure that out.
To create a strategy you follow a process.
At the beginning of that process, I have no idea what you’ll wind up with.
At the end of that process, whatever has been been developed will be something that you’ve decided is best for your business.
I’m not only a strategist but I’m also an idea person. That means throughout the process, I’ll be helping you find the best solutions for your business.