Why Content will always be relevant: Don’t believe the Naysayers…

11 November 2017

What the naysayers are saying about the value of content

You’ve followed some sound business advice and your company's marketing team have created a blog. Everyone’s doing it, it’s the in thing….  You don’t really get it, and yet you know your team has been working hard pumping out endless blog posts.

Your company has talked about your products and services.  You’ve talked about your company and then some more about your company, and your marketing has written about strategy, challenges and even events.  More and more content, more and more blogs.

You wait and wait, and nothing changes. The phones aren’t ringing and sales haven’t skyrocketed to endless heights. There is no long-awaited jump in website traffic, there is no anticipated comments or social sharing or an endless array of engagement. 

Then, there you see it, a marketing article, where the experts is quoted as saying that ‘content is dead’.  The naysayers are right:

Content is dead…..  so it must be dead…. Right?

Is what they are saying about content true?

The problem is there are many marketing experts that claim content is dead. These are the same marketeers that will sell you a good old TV advert – that makes them a bucket full of profit with limited ROI.

This is where we need to get real and honest. 

Bad content has always been dead.  It shouldn’t have never made the light of day.  It’s right up there with the Sony Mini-disk.  You can push it all you like, but just like the mini disk it’s not going anywhere fast.

Where most all companies get it wrong is that it’s not about you, your company or even your products.

Ask yourself this, ‘when was the last time you really listened’? 

This whole time you’ve been blogging about nothing but your company, your products, your ambition, your vision, your hope and your dreams.

And the key question your customers have been asking, ‘hey, what’s in it for me?’

Why ‘Good – Relevant’ Content will always be of value

Good content helps people.

It shares information, tells a story, is full of helpful advice for them. It makes their life easier, it gives insight, it saves them time and perhaps it even has a feel-good factor.

It’s something a customer finds valuable – then it has value.  With an online world where many people are talking and so few listening, when a company does listen, people notice.

It's human nature that people like being listened to. They like to feel special. They like it when someone or a company gets them. They like to relate, feel that someone cares and wants to share value with them.

Become customer centric – your customer is the star, and it’s all about them. Not about your company at all…

Let’s define ‘Relevant Content’ in real life terms

If it's not about your company, how do you do Customer Centric content?

To create relevance, you need to know your customer.  Give them something they need to relate to: what problems do you solve for them?  What issues do they have? How can you help? How can you be of service?

Here is one example of a recent customer, a plumber.  Does a plumber have relevant content and information to share? Of course!

Most people call a plumber when they have a blocked drain.  Much of the time, this drain could easily be unblocked without needing to call out a plumber.  We create some valuable relevant content for potential plumbing customer:

Customers issue: Blocked Drain
Content that solves it:  How to fix a blocked drain yourself

The printable PDF gives away some true life plumbing tips. It can that can be printed off and taken to the bathroom where you can commence the work yourself. In the meatime, this process creates credibility as well as some brand awareness for the plumber.

More than anything it’s valuable, and something people can use.

If the PDF of how to fix the blocked drain doesn’t help the customer, becasue the job is too big, who are they most likely to call? The company that provided the expert advice on how to unblock it yourself.

Customer wins, Plumber wins.

Simple steps to turn your content around

Sit down with your core team and create a few customer personas.

Here is anotehr example. Based on your customers and target audience, you create a persona called "Financial Frank". Financial Frank is responsible for making the purchasing decision for the accounting software that he uses.  And Financial Frank who isn’t tech savvy would like a software that integrates easily with their enterprise sales software.

What can your sales and marketing team tell you about ‘Financial Frank’. What are his concerns, issues, and pain points?  What sort of a person is he?

Relevant content may be along the lines of:

  • What you need to know before choosing the right Sales and Accounting software integration
  • How to present your proposed solution to the decision maker

Create relevant content regularly and make it optimised for keywords such ‘Accounting Software, Integration, Sales ‘.

The information will make Financial Frank's decision making much easier, saving him time and giving him valuable tips. 

On top of that, the company that provided him the content will come across as credible and helpful for sharing such valuable information.

With rich relevant content everyone is a winner.

Best of all, it’s never too late to bring valuable relevant content to your audience.

Curious about attracting your potential custoemer through content? Download our free State of Inbound Report 2017 and see how things have changed and are changing in this area. 

State of inbound


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