As we all tie a collective bow onto 2016 and look ahead to 2017, now is a great time to review your company’s content to see what you can do better, both online and off. When you do, consider these questions…
1. Is your content reaching your target audience?
You might have the greatest website or blog or produce outstanding whitepapers that do a superb job of explaining complicated products and user benefit stories—but are you actively engaging your audience and promoting these valuable resources to them? Different kinds of content—such as email marketing and social media marketing—work together with your thought leadership pieces to complete the cycle of content engagement.
2. Is your content appropriate for what you do?
Some products and services are more easily explained through a video than text. Or, maybe that long scrolling web page should be a downloadable whitepaper instead? When choosing the medium for your message, put yourself in the position of your audience. Which offers the fewest barriers to communicating clearly and effectively?
3. Is your content firmly establishing points of differentiation between you and your competition?
Where does your competitive advantage live? If your competition is clearly better in one area, or if you’re the same in others, it’s your job to direct the conversation in a way that is beneficial to your business. How? Having the right Content Strategy in place is key.
4. Does your content put your audience to sleep?
Nobody likes to be bored. If your content causes more heavy eyelids than perked ears, it’s time to review your creative outputs. The truth is most organizations don’t have the bandwidth or talent to really pay reasonable attention to putting out content that’s truly creative. That’s why outsourcing content creation needs might be your best option. even if it’s expensive.
At Content Oven, asking these questions and having the conversations that follow is a huge part of what we do. We then develop the strategy and creative assets that help our clients achieve their business goals. Let us know how we can help you by getting in touch today.