Content is a critical element of the customer experience — if not one of the most important elements. It plays a vital role in all three phases of the customer journey (self-service, sales and post-purchase). Yet, many B2B marketers find creating original content to be exceptionally challenging, and research shows this to be true. According to NewsCred, as much as 50 to 70 percent of corporate content either goes unused or not used for its intended purpose.
It certainly isn’t because there is a lack of tips and techniques being shared across the Web. A quick Google search on “content marketing best practices” will no doubt surface “10 Tips for Effective Content Marketing” or something similar. These articles will likely offer some great ideas to ensure your content is “snackable,” visually compelling and emotionally engaging for your target audiences. You will be reminded to create a call-to-action and to be mindful of creating content relevant to multiple social media channels. In short, you will be apprised of all the “best practices” any modern B2B marketer should already know. Yet, none of these best practices is the key to elevating your voice above the noise.
So, what is the most overlooked aspect of content marketing?
Anchoring your content in a clear, compelling and consistent corporate message.
After all, if you don’t know what your company stands for, what it does for customers and the value it delivers, how can your content extend and amplify anything, much less a consistent message and brand promise? A solid content strategy is always anchored in defined corporate messaging, positioning and value messages. It is designed to intentionally extend and enrich the story through thought leadership or a strategic point of view that provides the reader with a deeper look into the thinking behind the company and its leaders. Ultimately, a clear, consistent and compelling corporate message infused throughout your content is essential for delivering a connected customer experience.
Why? Because, content that amplifies a clear, consistent corporate message builds trust throughout the self-service, sales and post-purchase phases of the customer journey. And when the messaging within content is aligned with your corporate positioning and brand promise, it becomes believable and respected by readers — like a trusted advocate or adviser who helps to guide important decisions while always remaining true to his or her core beliefs.
So stop overlooking the most critical aspect of effective content marketing. Start developing and implementing a content strategy that aligns with a clear, compelling and consistent corporate story.
