The argument for the strategic value of thought leadership content 

The challenge of the attention economy

As a business owner, you need a good content marketing strategy. Not to gain reach at low cost or to do something different just as an alternative to advertising. Famous marketing authors like Seth Godin and Ron Tite have argued this for years: you can no longer rely on buying your audience’s attention just by paying to interrupt what they’re doing.

People spend most of their day looking at computer screens, large and small. And they only pay attention to what they think is worth paying attention to. If you really want their attention, you need to deliver something of value in exchange for it: entertaining, inspiring or informative. You have to matter.

Thought leadership leads to buying decisions

A content marketing strategy needs to start with a value proposition: But how do you offer honest value in exchange for your audience’s engagement and still make sure that their engagement is producing the needed value to your business?

Interestingly enough, a recently survey by Edelman showed the impact of thought leadership content on business buying decisions. In this study, 52% of business decision-makers said that they use thought-leadership content to vet an organisation before deciding to work with it. 37% said they had added a company to an RFP as a result of such content. And 45% said that it had led them directly to award a supplier a piece of business.

Now that’s a powerful argument for the strategic value of thought leadership content – and the direct impact on the bottom line. But it’s not enough for a content marketing strategy to know such value exists.

Why content marketing strategy matters

Tracking impact and effectiveness matters because of another key finding in the Edelman research. That shows that the opposite, poor thought-leadership content, can easily damage your business’s prospects. In fact, 30% of decision-makers said they removed companies from consideration because of content that disappointed them.

So, which content does the trick? We believe that companies that focus on content that connects, impresses and creates value, are the companies that have done their content homework. They create value for their audience because they’ve considered carefully what their audience needs. Not simply using content as an ad-hoc marketing tactic, but they are using it as a business asset and a revenue driver.

How to spot a content marketing strategy

You can spot the businesses with this kind of strategy not just by the fact that their content is worth consuming – but by the fact that they are distributing it regularly. An article on LinkedIn and a compelling piece of video storytelling engages much better than a 30-second ad.

We know that content marketing isn’t the only type of marketing strategy out there – but it’s the marketing strategy that’s best suited to the attention economy we now inhabit.


Read the full story here.



Tags: Anouk Pappers, Brand Anthropologist, CoolBrands, CoolBrands People, CoolBrands Women, #AnoukPappers, Pappers.


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