YOU SHOULD BE OBSESSED WITH CONTENT
Yes, you read that right. You should be obsessed with content. Quite often business owners and leaders tend to think of their business, their brand and the contents used in marketing, branding and sales as individual elements operating independent of one another.
When in fact all these attributes work collectively to form the public perception of their business. Which in many ways, these perceptions could either create public desirability for their brand or a total disdain for it.
It is imperative for brands to implement a content lifecycle methodology. Even if it is as simple as a checklist. This ensures you have a framework to reference content creation against. Ensuring that you’re enforcing and reinforcing the critical messages and qualities of your brand in every piece of content your release. Your content lifecycle framework should at minimum include the following pillars:
THE 7 PILLARS OF CONTENT LIFECYCLE BY THE MARKETING PAPER
The Content must be emotionally aligned with the target audience. Depending on the intent of the content, it could trigger happiness, sadness, urgency or regret. And along those lines, the consequences of inaction.
Every content you create should have an element of relatability to something or someone. Do not leave the context of contents message open ended or worse open to interpretation. Be intentional.
Make it measurable. Without the attribute of time, the target audience not will act in a timely manner. If your intent is to have them act within a certain time frame.
CALL TO ACTION
Be clear as to what you need them to do; but in a manner which comes across as providing help and not as sales person. Because the general notion is that no one likes to be sold. Of course not every content is intended to sell. Some content are intended to be informational or educational and if so, the same rule still applies.
Use strong words, particularly verbs. Use colors desired by the masses. The goal is to make the content feel personal.
Be specific as to who your target audience is. Aiming to please everyone is a guaranteed way to fail at content creation and subsequently content marketing. Be specific and be concise.
In the end, all that truly matters is value. Are your providing value? Even if you get the first 6 pillars right but fail to provide value you’ve failed at creating the ultimate content. You should always be valued oriented and all else will fall in place.