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Identify the Right Content Formula

Content marketing is about helping your current and future customers solve an issue that’s important to them. To do this, your content needs to facilitate conversations among influencers, stakeholders, and decision makers, giving them the confidence to take the next step. If it doesn’t, your content marketing strategy will fail. (Or at the very least under-achieve its goal.)

These three steps will help you uncover the optimum content formula:

Create content your customers want. Many organizations make the mistake of investing heavily in pushing marketing messages that are important to the company, rather than providing information that’s important to the customer. When planning content, always take a customer-centric approach to best ensure you create something of value for your readers.

Develop an array of content to deploy across multiple channels and devices. Take the time to understand which channels and formats your customers prefer, and then diversify how and where you publish your content to extend your reach. In addition to printed content, consider other formats such as HTML-based articles, blogs, social media sites, webinars and videos. Given the steep adoption rates of tablets and smart phones, make deciding what you will optimize for mobile part of your strategy.

Don’t just create content, curate it. There’s enormous value in not only creating original content, but in curating “best of” content from across the Web. By showcasing and sharing relevant content from other thought leaders – from magazines, blogs, research, etc. – you demonstrate independence and credibility, which can increase customer affinity and loyalty.

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