Growth strategies and content marketing plans can sometimes be complex. Often you need a much simpler statement to help you focus on what really matters when you’re making day-to-day decisions. Here’s mine: I focus on giving my customers something they value and then look for more customers and give them something they value also.
OK, I know the above approach sounds a bit like those trite maxims, loved by business gurus, that you see littered all over Twitter. But focusing in this way helps to guide business development and provide a direction for content marketing.
If you’re lucky or talented enough to have invented a killer product or service, a marketing message should be simple to create. If I’d invented a car that performs like a Ferrari and runs for a thousand miles on a litre of petrol, I wouldn’t need to think too hard about how I’m going to market it. For most of us it’s a bit more tricky.
Content marketing: focus on value
If you’re stuck for things to blog about, have a think about how you add value to your customers. Write some blog posts about how people can add value to their business or lives by using the things you provide. So, if I were in the Customer Relationship Management systems business I would be illustrating, in a multitude of ways, how a structured approach to prospecting and communicating with potential clients works much better than an uncoordinated scatter-gun approach, without overtly saying ‘buy my CRM system’ (that’s called advertising).
Content marketing: focus on the future
Thinking about the customers you want to have in the future also helps give you a focus. It clearly makes sense to focus your content creation around the needs of the customers you want to have.
You might also want to centre your content creation around the products and services that you think will be your most profitable lines in the future, rather than now. How much effort do you want to put into marketing lines that will show gradually decreasing margins?
So, if you want a focus to help you decide what content you should be creating and sharing, think about these 3 questions:
1. What do we do that our customers particularly value, why do they value it?
2. What sort of customers do we want to win, what will they value?
3. Which of our products or services do we most want to promote?
This may sound simple, and I make no apology for that. Working through the detail will still require serious thought. Compare this to the approach you often see, with people jumping onto a blogging and content marketing bandwagon without too much thought of what they want to get from all this activity, other than vague notions of increased profile or unspecified new business opportunities.
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PS. If you want regular, well written content for your marketing activities have a look at my monthly budget plan options HEREby