Whether it be short video features, articles, FAQs, or blogs covering products, services, people, or culture, it is critical that this aspect of your organization’s corporate strategy, be seen as both cross-cutting and adaptable.
The goal here is very simply to answer the question of, “How do we compete, to win?”
It is by no means a coincidence that billboards, trade shows, television, radio and print ads are nowhere near as popular as they were just a decade ago, as many organizations – recognizing that financial performance is as closely linked to efficiency, knowledge and innovation, as it is to customer satisfaction – have now shifted their focus from costly outbound campaigns to more organic inbound measures.
In fact, visibility as a marker of success, has now been displaced by engagement that seeks to create a seamless information interface between businesses and prospective clients – the upsides of which may include:
Organic Growth – the organization achieves greater organic traction for products and services, with the pull-factor being the optimization of digital content based on the expressed needs of the customer via digital platforms;
Higher Conversion Rates – with user-optimized digital content, prospective customers are better equipped to make decisions on products or services without seeing the need to shop around any further;
A Loyal Customer Base – by integrating tools for effective social listening as part of your digital strategy, your organization will be better positioned to gauge customer satisfaction and make informed adjustments where necessary; and
Guaranteed Revenue – having a loyal customer base is an indication that said customers have determined that the net value of their journey with a given product or service outweighs what they perceive to be achievable elsewhere.
Your digital content – whether for the purposes of Inbound Marketing or Assignment Selling – must therefore be optimized to show how your organization (its products and services) is best positioned to provide value exceeding that being offered by your nearest competitor.
However, with constantly changing customer demands, your digital content must also evolve to remain attuned to the market – the cadence of which as mentioned earlier, can easily be gauged through a digital strategy that fosters customer engagement.
This may on occasions require entirely new content. However, in most instances, a simple update to previously published blogs, articles or videos should suffice. Remember, your digital strategy is as much about efficiency as it is about the other central aspects of your overall corporate strategy.
As a final note, we must acknowledge that digital content remains a mere novelty for some business leaders yet unconvinced that traditional outbound marketing has in any way lost ground to otherwise proven alternatives. This is particularly prevalent among brands whose legacies are perhaps such that a loyal customer base may have long been established – preceding even the very technology driving digital content today.
The caveat here however, is that radical changes in industries and business strategies are now disrupting established markets at a far greater frequency than at any point in history. All it takes is a new trendy alternative to rapidly erode a legacy brand’s market share.
While an organization’s digital content – in and of itself – may not be a panacea when faced with the prospect of market disruption, it should be seen as doing justice to products or services that truly deserve greater market shares than emerging alternatives.
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