This blog is the second in our series that focuses on the five-pillar approach to content marketing. Read below and continue to follow along in the coming weeks to learn how to bring your content from ideation to execution, and how to measure its impact along the way.
Perhaps the most strategically valuable aspect of content marketing is context. When executed effectively, it reframes the everyday experiences, challenges and opportunities of audiences in deeply personal terms. In this way, content marketing creates a stronger and clearer brand value proposition earlier in the buyer journey. Audiences have a clearer understanding about just how and where a new partnership or solution implementation can make a difference for their business.
All of this means little, however, without content built with your audiences’ experiences in mind. Content that is empathetic, that reflects a shared value system and prioritizes trust will almost always resonate best. If your audiences don’t actually believe that your expertise is relevant to them, content marketing is basically akin to shouting into the ether – although a much more expensive version of it.
“Content that is empathetic, that reflects a shared value system and prioritizes trust will almost always resonate best.”
In our last blog in this series, we explored PAN’s strategic approach to assessment and discovery to help your content have the biggest impact in your marketing ecosystem. Today we’ll take a look at how to actually build content that is actionable and taps into that emotionally-driven value for audiences. We’ll also show you how to map it to micro-moments in the funnel. If you’re looking to build standout content that rises above the noise, here’s a few ways to get started.
Content marketing, uniquely among its peers, requires the highest level of audience consideration. In a landscape of white noise and limitless volume, audiences will always show up for value. Consistent, persona-driven content is the difference between your audience spending 10 seconds consuming your content or 10 minutes. It’s perhaps the highest risk, highest reward strategy in marketing today. But these days, aren’t customers worth it?
Like what you’re reading? This blog is the second in a four-part series discussing all-things modern content marketing as part of a comprehensive, digitally agile framework PAN developed to serve as the cornerstone of your CM strategy. Data-driven and customer-centric, our five-pillar approach not only helps brands identify which content excites its audiences most but also answers why they are so hungry for it.