Good content architecture is no longer a necessity. It is an existential business need. HubSpot State of Marketing Report 2021 believes that 82% of companies now report using content to build momentum.
High-growth organizations are using it to weave their brand stories and generate demand. Content helps them articulate the real value their target audience yearns for. They can demonstrate the complex problems they solve.
Moreover, they are building success stories, spawning their way to reach future customers and drive business growth. The tangible business benefits don’t end there. Good content is a rock-solid use case. Here are some ways to make the best use of its sharpness:
Bolstering Marketing Presence: The success of modern-day marketing heavily hinges on content. Whatever marketing happens on the digital channels is content-driven marketing. It is the vehicle that moves success stories, sales conversations, and transactions taking place on different mediums.
Solving Problems: Successful content writers never view content as text or words. They view content as a problem-solving prowess. An IT solution provider can demonstrate how an iPaaS solution can automate a complex and hybrid ecosystem. Lawyers or accountants can embolden their practice by clearing legal conundrums and clearing doubts. Similarly, a healthcare provider gets the ability to probe into the causes and cure of health issues that hound their patients.
Creating Demand: Demand generation heavily leans on content. It helps newly charted products and services land safely in competitive marketplaces. Good quality content provides all the necessary requirements required for creating demand and sales growth. It creates big-picture thinking, which inversely creates a stellar pull factor for captivating the audience.
Elevating User Experience: Rich content helps weave serendipitous user experience and guides prospects in finding real value. It articulates the design, usability, and functionality of websites, applications, and other technologies. The right content engages the audience, reinforces authority, and creates top-of-the-mind brand recall.
Driving Sales Conversations: Covid-19 shoved most sales conversations to digital platforms. And most organizations today struggle to connect with real-world customers’ needs on digital channels. That’s why good quality content is always atomized with the market needs on the horizon and inter-wires those needs with enterprise values and visions. However, very few writers specialize in employing tools to understand strategic market needs and factoring them into outreach campaigns.
Managing Crisis and Boosting Employee Morale: In times of crisis, an internal and transparent flow of communication is also highly important. Conflicts escalate and snowball to take bad to worse forms. In such scenarios, content in the form of newsletters or CEO speeches can prevent rumors from spiraling out of control and bring back the harmony and stability needed.
