What kind of content do you need?
It all depends on your audience.
Which begs the question, Who is your audience?
Take a look at the image above. There were at least three audiences in the grandstands at New York's Polo Grounds that October day in 1924: Army fans, Notre Dame fans, and those who love football no matter who's on the field. You could break those groups down further into students, players, coaches, parents, faculty, alumni, etc. Now, let's say that soon after that game the Army alumni director decides to follow up with a fundraising letter and sends it to the largest possible audience—every person who was in the stadium that day. Is that a waste of postage or what?
Knowing your audience is the primary factor in successful content marketing. It increases your rate of success while decreasing your costs. That's why it's the first item on the agenda when we meet with new clients.
Relevant, Useful, Motivating Content
When you know your audience, you know what is relevant and useful to them and can develop and target your content accordingly. The more frequently you can capture their attention with content they value, the more you can heighten their curiosity, educate and enlighten them, and ultimately motivate them to consider your goods and services as the solution to their needs.
Content Worth Your Investment
When you develop relevant and useful content that can be used, repurposed (as a website page, blog, ebook, social media post), updated and recycled, you are investing in an asset, not incurring a marketing expense. As HubSpot blogger Debbie Williams points out, "We invest in technology, equipment and people to grow our businesses without hesitation. It’s time to finally categorize content as an asset and treat it like you would any other company asset. After all, your brand, unlike a building or inventory, never depreciates. Your brand is your greatest asset, and your content tells the story of your brand."
Return on Your Content Investment?
The good news for content investors today is that we've gone well beyond "hits" and "likes." You can now track and measure the performance and value of your content with cross-device data and reporting by acquisition, audience, cohort, site, conversion, and benchmarking, among others.
We are pleased to provide analytics services to our content clients.
Is there more to that photo from the Army-Notre Dame game? Learn more about it on our blog post "The Power of Visual Storytelling ."