⦿ Finance • fintech • emerging technologies ⦿
Content Strategy
When people interact with your company online, they take away certain experiences. The experience determines how prospects view your brand and it influences their buying decisions. Content strategy helps you curate the right experience for your target audience.
When people think of your brand, the first thing they remember is how it makes them feel. It’s a psychological thing.
The details about the product you sell exist at the edge of their consciousness, but they care less about it. What determines if they’ll pay for your service is the feeling/experience they ascribe to your company.
Consider this: when you think of Coca-Cola, what comes to mind?
The refreshing feeling it brings on a hot summer afternoon? Vacationing with your family? Traveling the countryside with your partner? How much you prefer it to Pepsi?
Whatever it is, I’m sure it is not how the drink is made from high-fructose corn syrup, carbonated water, and phosphoric acid. Some customers may get lost in the specifics, but the overwhelming majority only care about the experience they’ll get from using your product.
They want to know what you can do for them and how you plan to make their lives easier and more interesting. And the best part? They want to start enjoying this experience from the moment they come in contact with your brand, before they even buy your product.
So, how do you create such an experience? By implementing a unified content strategy.
Content Strategy involves using product descriptions, blogs, ad copies, audio/video content, and social media posts to create a cohesive brand experience. It requires an integration of all your online platforms and the propagation of a consistent message. A message that embodies your business goals and incorporates your customers’ aspirations.
The message you promote depends on the experience you want to create and how you want customers to feel about your brand and your products. Do you want to entertain like ESPN, inspire like Nike, educate like The New York Times, or be refreshing like Coca-Cola?
You get to decide from the start and generate content that aligns with your overall message.
Now here’s the rub: whether or not you create one, your target audience will assign an experience to your brand. And it may not be good. Subsequently, it’s in your interest to design, curate, and propagate the feeling/experience you want.
On a final note, if you’re trying to sell a product that the average person would find complex and technical, you need a content strategy more than most. You must carefully design your brand experience so that your target audience finds your company relatable.
Otherwise, you run the risk of being seen as tediously dull and complicated, and they’ll conclude that they don’t want to buy from you, without even taking the time to learn about your product.
Use content to drive business goals
Create a content strategy that incorporates your business goals and caters to your audience’s needs. Nothing gets customers interested in your success faster than solving their problems.
Create a Cohesive Brand Experience
Promote a unified message across your digital platforms and inspire a strong user experience. When customers ascribe a positive feeling to your brand, it strengthens their resolve to buy from you.
Write strategic content
Write strategic content on a consistent basis. Turn strangers into fans and fans into paying customers with copy that’s attractive, educative and engaging.
Develop a Long-term content roadmap
Devise a long-term roadmap that guides your content creation, preservation and promotion process. Keep track of your writing and ensure you’re publishing on schedule.
Write Impactful Brand Stories...
Leverage insightful content and communicate with your target audience in a language they understand