When it comes to devising a content strategy for your business, you need to consider the contrasts between the 24-hour constant stream of mostly irrelevant content and the specific, online destinations sought out by internet searchers demonstrating “lean-in” behavior.
You want to create quality content that is relevant to your target audience. Yes, you want to publish the content on a consistent schedule, but you should not be publishing just to publish. It comes down to strategy and planning.
Once you have that content published, it needs to be promoted and distributed through your social channels and integrated into your website presence, shared with current and/or potential customers, etc. It’s great if you are taking those steps, but what sometimes can happen is these promotion and distribution steps start asking for more content instead of better content. The creators of content become stressed under pressure to deliver on time, and quality suffers. Lower-quality content does not have the same effect, and the machine loses efficacy.
Your content should focus on the important questions customers have, especially those that come before or between buying and repeat-buying decisions. Your content should help your target customer overcome informational hurdles that make your product or service practical and useful for them.
Andrea Fryrear at CMI reacently published an excellent article expanding on this and similar topics, while employing a football metaphor. READ IT HERE.
The above-linked article is great reading to prepare you and your company for implementing a Video Content Marketing program like those offered by Media Blitz Publicity’s CONSTANT CONTENT FLOW programs. We work with you to develop your content topics ahead of time, developing a publishing plan that makes sense for your target customer in their own experience searching for the types of information they want. We would love to discuss these programs with you. Contact us to inquire further!