4 Ways to Stock Your Content War Chest

4 Ways to Stock Your Content War Chest

Register Now » Entrepreneurs are constantly battling for industry authority and customer engagement, and many marketers believe they can achieve these goals through content marketing across several channels. People believe 60 percent of the content that companies publish isn’t relevant to them and, frankly, isn’t very good, either. All brands and entrepreneurs must view themselves as publishers. Unfortunately, entrepreneurs can be their own worst enemies when it comes to gaining industry authority through content publishing. Make audience growth your No. The majority of both B2B (73 percent) and B2C (76 percent) marketers, according to Point Visible, view content marketing as more than just a campaign. It’s a continuous business process, so have the content creation team get in the habit of developing story ideas, finding distribution channels and tracking key metrics on a weekly basis. Also, make it a requirement that employees regularly contribute to this content creation, and reward those whose work gets published in national press or industry trade publications. This unique narrative can make a brand seem more authentic, and if entrepreneurs consistently pump out substantive content that’s vital, they can become industry experts. Even before the launch of a business, entrepreneurs can fill their war chests with valuable content that supports their brands’ identity and builds their influence exponentially.

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Entrepreneurs are constantly battling for industry authority and customer engagement, and many marketers believe they can achieve these goals through content marketing across several channels. They understand that email newsletters, social media, blogs and whitepapers are vital parts of the process; however, Point Visible found that only about 22 percent of B2B marketers think their current content marketing strategies are successful.

Their customers agree. Havas Group’s Meaningful Brands report shows that people wouldn’t care if 74 percent of the brands they use regularly just disappeared. People believe 60 percent of the content that companies publish isn’t relevant to them and, frankly, isn’t very good, either.

Luckily for entrepreneurs, one of their best content marketing assets is their own story. Sharing a company’s story with customers attracts an audience simply due to authenticity. At a time when many businesses aren’t known for their transparency and credibility, an entrepreneur displaying authenticity is refreshing and can yield significant affinity for his or her brand.

Even before the business has launched, entrepreneurs can begin the storytelling process through publishing authentic stories and thought leadership pieces. Getting a head start in content writing allows entrepreneurs to become the de facto experts in their industries and strengthens their authority. And as other industry leaders, publications and trade organizations share entrepreneurs’ content, those entrepreneurs gain exponentially more influence in their fields. Think of this ever-growing collection of owned content as a “content war chest” that an entrepreneur can draw from to control the conversation and reinforce brand identity.

Map the road to content creation.

All brands and entrepreneurs must view themselves as publishers. Good media companies abide by copy standards, calendars and performance metrics to ensure effectiveness — so should entrepreneurs. Develop quarterly road maps that lay out content themes and sourcing and distribution channels for the upcoming months, and start building the habit of consistent content production.

Many firms now require all employees to create some kind of content, and this benefits both the employer and the employee. Employees can build their own digital footprint and industry credibility, and employers can trust the source of that content and use it to strengthen SEO dominance, brand awareness and new business acquisition.

Unfortunately, entrepreneurs can be…

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