The Right Content To The Right People

November 12, 2015 7:38 am


The Right Content To The Right People

right contentThe right content is an essential element of content strategy.

The increasingly popularity of content strategy raises two fundamental questions.

What is it?

Why should it be of interest to professionals and owners of SMEs?

The Right Content To The Right User At The Right Time In The Right Manner

First used in 2007, the concept of content strategy is about getting the right content to the right people at the right time in the right manner. In practice, this means applying the principles of strategic planning to create and deliver content that effectively connects with the target audience.

The purpose of content strategy is to achieve business goals by maximizing the impact of content that can be found, read, understood acted upon and shared.

From a marketing perspective, that’s the ideal outcome for communicating with members of a target market.

Marketing Benefits Of Effective Content Strategy

Effectively applied, content strategy principles can generate significant marketing benefits.

First they enhance a professional or business brand. The right content will inevitably help distinguish one professional or business from the competition and stand above the crowd.

The right content also showcases the professionalism and credibility of individual professionals and SMEs.

Not surprisingly, when the right content is delivered to the right users, good things happen. Recognizing that you are different from your competitors, these users will begin to understand how you can help them, increasing their comfort and willingness to do business with you.

The right content is usually welcome at any time. If users don’t know about your products or services, the time is right to deliver content that will lead to their understanding how you can help them. It’s also the right time to deliver the right content when they are thinking of buying what you offer.

Ultimately, content strategy will lead potential buyers through the process of deciding to choose you as the professional or SME with whom to do business.

Content Marketing Drives Customer Action

Content marketing is often considered a sub-discipline of content management and strategy. Specifically, it is the strategy applied to maximize the impact of content which leads to the achievement of business goals.

Content marketing is increasingly popular practice. It’s easy to see why. Intrusive and interruptive advertising simply isn’t working.

The average click-through rate for banner ads is typically less than 0.10 percent. Mobile ads average 0.35 percent, half of which are accidental.

On the other hand, the shift to content marketing continues to grow.

Approximately 69% of business to consumer (B2C) marketers and 76% of business to business (B2B) marketers are creating more content than they were a year ago.

Currently, 86% B2C marketers and 77% of B2B marketers are now using content marketing in a strategic fashion.

Content marketing has become an important source of new leads. Effectively applied, content marketing frequently generates 50% more sales-ready leads at a 33% lower cost

Content marketing also plays an important role in social media marketing.

TrackMaven, which monitors digital marketing, reports:

” We’ve reached a tipping point where there is a greater burden on digital marketers to create better content. Smart content can overcome bad distribution, but smart distribution cannot save bad content.”

In a nutshell, high-quality content marketing energizes every aspect of a brand marketing.

The Altimeter Group, which provides independent research and strategy consulting, reports:

Companies that evangelize, reinforce, and institutionalize the importance of content throughout and beyond the marketing organization are more successful not only across their marketing initiatives but also with other internal and external success benchmarks, such as sales, employee advocacy, customer service, audience engagement, thought leadership, and hiring.

When content becomes an ingrained element of an enterprise’s culture, the culture functions like a well-oiled engine, producing, circulating, and begetting content, creating numerous efficiencies in the process.”

Defining Your Content Strategy

The biggest risk in developing a content strategy is to simply produce content for content’s sake.

For the strategy to be effective, you will need a plan to serve as as road map, guiding you through the necessary steps to achieve your goals. Your plan will also help optimize and distribute your content in order to continuously building a bigger and better audience.

Defining Business Goals

Successfully planning a content marketing strategy starts with defining your business goals.

Research by the Content Marketing Institute reports that content marketing strategies are most effective in achieving five main goals.

Lead Nurturing

Content marketing is frequently most effective in lead nurturing.

Through content tracking you can identify how much content a lead reviewed as part to the buying or hiring decision. This in turn makes it possible to evaluate impact of different pieces of content.

Brand Awareness

A combination of widely used content metrics such as readers, return readers, shares, and engaged time spent reading can be combined to create a detailed brand awareness score.

For a more precise score, simple reader survey widgets can pinpoint a definitive brand lift number.

Brand stories also help increase brand awareness.

Lead Generation

Through the use of marketing automation software such as Marketo and Salesforce, it becomes possible to track and attribute how content marketing helps generate leads.


Content marketing automation can help attribute the impact of each piece of content to  individual sales. It has been reported that that companies that excel at lead nurturing—largely thanks to their content marketing efforts—generate 50 percent more sales-ready leads at a 33 percent lower cost.

Client/Customer Retention & Loyalty

In today’s hyper-competitive market, all businesses including self-employed self employed professionals are in a constant battle for customer and client loyalty. High-quality content is an incredibly effective way to keep that relationship strong.

Strong relationships with satisfied customers and clients represent the most powerful of all marketing assets. Consistently, repeat and referral business represents the greatest source of new business. Just consider the lifetime value of your average customer/client.

Monitoring post-transaction content consumption makes it possible to also monitor client/customer loyalty. This ensures the maintenance of strong relationships and by extension, a sustainable flow of new business.

Whether you want to focus on lead generation, brand awareness, or a comprehensive approach combining all goals, a clear list of goals and a game plan are all essential.

Planning For The Content Marketing Road Ahead

My next post in this series will outline four crucial steps you need to take to set your content marketing operation up for success.

The purpose of this post was simply to introduce the concept of Content Strategy.

With this post, I am also starting my own focused content marketing journey. I propose to share my story through these posts.

Hopefully you can learn from my experience.

How will content strategy help you improve your marketing?

If you like, you can schedule a free laser coaching session to discuss how you can effectively benefit from content strategy

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