A difficult but necessary requirement of being a Content Strategist is demonstrating some of the many ways content brings benefits to a business or organization. Here are 10 huge benefits of good content with tips and examples of what it looks like. Remember, when it comes to helping people understand the benefits of content: show, don’t tell.
1. Content builds brand awareness.
Arguably history’s greatest example of brand-building content is @JohnDeere‘s The Furrow, a magazine in publication since 1895 where readers get access to rich stories about the farming life. Its impact is immeasurable.
Read more here: https://www.deere.com/en/publications/the-furrow/
2. Content can make you an expert.
Good content demonstrates you are an expert at something, which then creates trust and loyalty. For a good example of how this is done, look at how the @MichelinGuideUS became a global gold standard for restaurant and hotel reviews while raising the profile of a great transportation brand.
3. Content drives SEO traffic.
to your sites by giving you something to rank for on Google. See how @canva built a multibillion dollar company largely on the back of an SEO-driven content marketing strategy:
Here is a good recap on how Canva did it: https://foundationinc.co/lab/canva-seo
4. Content drives social interactions and referral traffic.
You don’t have to look far and wide for companies with great branded social media strategies. In fact, the real question is whether there are any brands prolific on social media without having great content?
5. Content influences customer decisions
This generates leads and enables sales. There is no better lead-driven content than the cartoon/movie/comic book franchise @Hasbro launched (with help from Marvel talent) to sell Transformers toys.
Great history here: https://medium.com/everything-80s/the-history-of-transformers-from-toy-to-legacy-6f513c2427fd
6. Content gives 3rd parties something to talk about.
This means giving authoritative outlets something to link to. Even bad PR drives growth, and backlinks are SEO gold. In 2017 @kfc got tons of both when it crazily published a romance novel called “Tender Wings of Desire.” Was it a success?
7. Content demystifies your business to customers.
At its best, it can even create and cultivate the market for your product. A great historical example: Poor Richard’s Almanac. Founding Father Ben Franklin published the world’s first Almanac originally as a way to sell printing press services.
8. Content replaces or reduces customer support efforts.
It can also cut down on help center inquiries. With the right approach, a good knowledge base strategy can create customer advocacy, delight customers, and save money. The @UPS Knowledge Center deftly helps customers satisfy their logistics needs.
9. Content lasts longer than traditional marketing.
When you turn off the paid ad spigot, leads can dry up quickly. But not when you have a library like that of @Redbull with thousands of articles, videos, and photos dispersed across cyberspace, where people will be finding the brand for years to come.
10. Content attracts people to your organization.
Whether top talent, investors, or partners, good content can showcase your capabilities and get people excited about what you do. Though a little unattainable for most businesses, check out the @BostonDynamics YouTube channel and imagine the inbound their videos invite.
https://www.youtube.com/user/BostonDynamics/videos
Originally tweeted by Joey Campbell (@jrok78) on April 13, 2021.
Photo by Samule Sun on Unsplash