We’ve all been on the receiving end of long-winded conversations with over-talkers. After we’ve scanned the room, made numerous failed attempts to establish eye contact with someone who can rescue us, we simply tune them out and focus on something else that we truly care about.
We do this with the content we consume as well. Many companies have adopted a quantity versus quality approach to content marketing. When quantity takes priority over quality, you are at risk of losing your audience, damaging the customer experience and jeopardizing your position as a thought leader with something relevant and meaningful to convey.
According to a recent CMI study, 70 percent of marketers claim to be producing more content than they were last year. More content is flooding the digital space every day, and the majority of this content is not being produced based on a documented content strategy or strategic corporate messaging. As a result, it’s no surprise that recipients find most content irrelevant and therefore it has little impact on business growth.
There are three keys to developing meaningful and relevant content:
- Apply the time and discipline required to produce a well-defined content strategy.
- Ensure your content is mapped to relevant and meaningful pain points or aspirations sourced from detailed personas.
- Ensure the content you produce is fully aligned and infused with strategic messages that are drawn from a clear, compelling and consistent Corporate Messaging Platform.
The goal should never be to solely produce more content. It should be to develop content that is relevant to your target audience and to amplify key strategic corporate messages. If you are not following these three steps, you have to ask yourself: Is my content helping or hurting my ability to connect with customers and secure more business?
Learn more about creating cohesive and compelling customer experiences here.
