5 reasons why content is a strategic tool that can transform your business
“Unfortunately, there is a plastic toothpick that has gone through the stomach. Something as small as that has managed to kill the bird,” says Dr Lucy Quinn from the British Antarctic Survey.
The heartbreaking clip from Blue Planet II shows the regurgitated plastic threatening albatross chicks.
The documentary series catapulted the devasting impact of ocean plastic into the limelight. Governments and businesses alike are rushing to end the use of single-use plastic.
The Blue Planet effect is an essential lesson for businesses that support the transition to a low carbon economy.
It shows the power of a compelling story to transform understanding and raise awareness.
Even if your product or service is technical and complex – building a memorable brand experience will transform your business.
Here are five reasons to make content a priority.
You’ll understand your customers better
The foundation for content that grows your business is research and data on your audience. What challenges do they face? What questions need answering to build trust and understanding of your product?
Digging down into these questions helps you produce useful content that meets the needs of your audience.
This data gives you unique insights into what matters to your customers, enabling you to improve what you do continually.
You’ll be more effective at turning strangers into loyal customers
Great content that is genuinely useful for customers isn’t just good for SEO.
Research shows that people who’ve heard a story about your business will describe it more positively – and be willing to pay more.
You’ll create a brand experience that people remember
People still talk about Blue Planet II because it was such a compelling story.
Compelling, multi-media content about your brand is how people remember you.
Infuse this content with empathy, and you’ll transform engagement rates.
You’ll build valuable assets that save you time and money
Content is how you build scalable assets that power lead generation and turn strangers into customers.
Not only do you win permission to communicate with potential customers, but you can also personalise engagement through sophisticated marketing automation systems.
This gives you a lead generation pipeline that works hard 24/7.
You’ll retain customers
Your best customers are existing ones, so investing in them makes financial sense.
Regular, automated content enables you to provide a rich ongoing experience.
Great content can transform customer onboarding campaigns and support high renewal rates, giving customers valuable information at critical points in the buying cycle.
Do it well, and the brand story you craft has the power to turn strangers into loyal customers – time and time again.