Content for the sake of content is out

Investors and consumers are working hard to make connections virtually. Reaching your target market means developing the right content and getting in front of the right eyeballs. Yet content for the sake of content is out (and always has been in our book). Targeted, strategically messaged content that lands in front of the right audience and invites them to engage is what’s in and is more valuable than ever.

Content that moves people to act is based on real, experience-based expertise, as opposed to the same old noise that just takes up space on your social media feeds and email inboxes. Effective content explains the unknown, offers solutions to problems and shares ideas. It does not brag, spew jargon or make assumptions about what the audience knows.

Online marketing content needs to perform by helping be the catalyst for in-person interaction. While we may be getting back to the meeting-in-person game, most of us still need to supplement it with online introductions that spark conversations. Nurturing prospects remotely through email campaigns, blogs, articles, white papers and social media is a proven tactic.

The quality of the content you deliver makes a difference. Start with what you want to say, and then determine the plan for disseminating your messages. Content that speaks to your audiences, establishes your firm as the leader and the expert and then lands in front of your prospects and clients’ eyes repeatedly is what makes an effective marketing strategy. We’d love to help you build it.