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[dropcap type=”circle” color=”#ffffff” background=”#555555″]E[/dropcap]arlier this year, I presented at WPPI 2013 on Content Strategy. I received a lot of positive feedback. Since then, I decided to elaborate on the topic with can e-book.
Below is a small introduction of content strategy. I have found it to be one of the most powerful tools in marketing; in reality, a powerful tool in building trust.
P.S. If you were at my WPPI presentation, please email Sarah at firstname.lastname@example.org some evidence of your attendance (e.g., link to IG photo, tweet, camera pic, etc.) and she will send you a first draft of my book TRUST | Mastering the Art of Content Creation and Successful Blogging. Thanks! xo
Not long ago, social engagement alone was effective in building trust. Like all new and shiny things, social media became ubiquitous.
To build trust, brands had to go above and beyond to earn customer loyalty. That is where content strategy came in. The concept of content strategy is not new. In fact, it has been used for as long as I remember.
However, content strategy paired with social media became a force to be reckoned with because there are so many new mediums to share content. The content that I speak of is specifically the content that benefits your target audience. When you help your target audience, prospects become clients and clients become evangelists.
Content marketing is the creation of high quality content worthy of sharing to attract, acquire and engage a targeted audience to drive consumer action.
When it comes to content strategy, you can do the following:
- Increase Brand Awareness
- Build Trust
- Generate Leads
- Acquire Customers
- Retain Customers
You have to be strategic in what topics to choose and how to deliver them. You want to earn their trust. In the end, you want these readers to do something, such as to join your community of fans, share your content, buy your products or hire your services.
Keep in mind that your target audience could mean consumers, fans and apathetic readers alike. The latter two may never buy your products or services, but may be inclined to share them with their peers. Therefore, they are still worth your efforts.
For example, I have never gone fishing. However, if any friend asks for fishing tips, I would recommend books from elite fisherman Jeremy Wade from Animal Planet’s River Monsters. I love his television show, but would probably never buy any of his products unless I take up fishing in the future.
Therefore, do not dismiss those who don’t buy. They are still potential vehicles to spread the good graces of your work. Remember that booking more clients is not the goal. It is the result of successfully executing your strategies and tactics.
If you focus on results, you will never change. If you focus on change, you will get results.
– Jack Dixon
The utmost objective of content strategy is to help your readers. Sow the seeds first. Reap the rewards later. Eventually, they will sell themselves. This is part of Rule #6 in my guide to build trust, which will be part of the next section.
So, ready to begin?
P.S. The book is still under edit, but mostly finished. It will be available February 11, 2014. If you are a publisher for the creative community and wish to get an advanced copy, email Sarah at email@example.com.
P.P.S. Comment below a brand that you trust and the reason(s) why.