Oct 26. 4 min read

Create a conversation, not just a monologue

Balancing performance and awareness in your content strategy

These days, with so many companies looking just like everyone else, the only real way to stand out is through the content you create and the conversations you are having with your customers.

A strong content strategy allows you to create a conversation with your audience. It allows you to build a culture around your brand and stand for something.

A good content strategy brings your brand to life and turns your stakeholders into believers. It enables you to create value and communicate with your audience in a more meaningful manner.

Good storytelling is a mix between marketing and journalism. It borrows equally from brand methodology as it does from the world of journalism. It requires an in-depth strategy for the analysis of your content and business needs, and a way to target segmented users across multiple platforms

It’s not enough to just push your messaging onto your audience, it’s important to pull and have a tango with them.

While push marketing is vital in getting new customers, you can only really pull them in by being relevant and in context to their lives, their culture and their communities.

Why is it so important today?

There are 3 main reasons that make a content strategy a must-have rather than a nice-to-have.

1. Competitive landscape:

When organizations publish content, they venture into the world of media. This means they compete both against their business competitors and all content creators that vie for their audience’s attention, including major publishers and media companies.

2. Channel proliferation:

Organizations must not only understand the digital spaces where their target audiences consume content, but also the content formats, topics, and contributors that will resonate with those audiences.

3. Ka-Ching: your big opportunity:

Your content is your opportunity to own a big idea and not limit yourself to narrow conversations with your customers. Company’s like Casper, Harry’s, Warby Parker and the Dollar Shave Club have leveraged their content strategy to become something bigger than just the product they are selling

Ultimately, when deciding your content strategy you need to balance between the story you can tell and what your audience needs.

A content methodology needs to balance your communication needs with your brand assets and a deep understanding of your customers. If done properly, it will also provide you with invaluable insights to unearth the opportunities for your brand to communicate in a meaningful manner.

Defining Objectives and KPI’s:

Clear objectives and KPIs are the most vital aspect of your content marketing effort.

Without them, it’s almost impossible to gauge the success of the investment and the program cannot evolve over time. It’s important to look beyond standard industry metrics such as sales and leads, or vanity metrics such as likes and page views.

New metrics are required that measure how we are building deeper relationships with consumers and influencing a variety of business goals that can range from saving cost, risk and crisis management, to brand awareness or even productivity improvements.

Content strategy really isn’t for everyone

Most importantly, content strategy comes into play when you have an opportunity to not only tell a story, but take ownership of a big idea and stand for something in your customers’ lives. For companies with a mission and an ambitious agenda, the payoff can be tremendous.

<David Laxer>

Clients

Some of my clients, past and present.