With so many platforms collectively producing thousands of hours of content every minute, it’s safe to say that you know content. From TV shows and movies to YouTube channels and Instagram models, we all have our go-to content comfort food.
More recently, companies are beginning to get in on the content creation craze. From custom graphics to livestreams, companies are beginning to realize that truly connecting with their clients (and reaching new audiences) requires investment in planning, developing, and launching content that genuinely connects with the community that naturally develops around a company and its industry.
While there are plenty of steps to creating a digital market plan that we’ll break down in future blog posts, let’s tackle one of the most glaring questions:
"Why should my company create content?"
Find Your Voice
Just as each person has their own unique perspective of the world, each company has their own unique perspective of its industry. Harnessing that perspective and channeling it into creating original content and a unique social media presence allows your company to seem less corporate and more cordial (not to mention much more inviting and responsive to clients).
Become an Industry Leader
As said by Margaret Thatcher, “Don’t follow the crowd, let the crowd follow you.” As of 2018, 53 percent of companies are creating content to bolster their marketing strategies. So, with some quick math, companies who are making content – even those just getting started – are already ahead of 47 percent of other businesses. As you or your creative marketing team work to create a stronger online presence, share relevant and trending information, and gain respect in the online space, consumers (and even other companies) will begin to look to you as a leader in the space, driving innovation instead of following it.
Generate and Maintain Relationships
The foundation of business is developing connections. Generating well-crafted, detailed content can benefit the end user in a variety of ways.
How-To Content
Informational how-to videos work to train your clients, allowing them to get the most out of their new investment. Whether they've just finalized their purchase and are ready to train or they're scouring the internet for a helpful guide to learn about a lesser-known feature, the availability and comprehensiveness of content addressing their concerns and answering their questions goes a long way in developing report that can last for years to come.
Company Culture
A picture (or video, or Instagram story) says a thousand words! Showcasing how wonderful it is to work with your team goes a long way in boosting not only your company’s overall reputation, but also recruiting efforts when the time comes to expand your team.
Products and Services
As the saying goes, seeing is believing. When it comes to selling a potential client on a new product or service, being able to see it in action (and, even better, its results) lets a future client see what’s possible through working with you and your team. Product demos, case studies, showcases featuring your services, and even interviews with past clients are the proverbial proof in the pudding, adding to your company’s reputation and convincing new clients to give you a shot.
While it takes commitment and investment to generate individualized content that fits your brand, the end result is a digital presence that not only grows, but that has a purpose. Keeping existing clients informed, spreading your company’s message, and showcasing offered products and services are all ways that content can enhance the business model of any business in any industry.
Are you interested in transforming your digital presence? Our team of creatives and marketing professionals works with you, developing the best strategy to grow your brand, spread your message, and analyze the data to improve our approach.
