The value of a solid content strategy has increased tenfold over the last decade. Content strategy, at its very core, is now less about what the business wants their customers to buy from them and more about what the business wants their audience to know about them and what they represent from a thought-leader perspective.
For example, short, pithy blogs that were once used to sell products or to simply add SEO content to your site have grown up in a major way. They’re now value-adding pieces that range between 800 to 1200 words and are aimed at telling a story or engaging with the reader.
Likewise, infographics and video content are as purposeful as they are flashy—with a strong focus on informing the consumer and leaving them with a feeling of fulfilment or connection with the brand.
Because the aim of content from a marketing perspective has evolved to a more customer-focused concept, it’s especially important to nail-down how the company wants its customers to perceive it. This involves rigorous interviews with key members of the organisation, market research in the field of operation, competitive analyses, as well as interviews with customers and ascertaining their current perception.
All of this information then needs to be critically discussed and questions need to be formulated based on specific pain points that the organisation can solve. Internal feedback is then vital in ensuring that these pain points are addressed properly and that the content strategy is lead by what matters and what benefits the customer.