The Value Exchange from Content to Conversion

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More advanced/sophisticated content strategies should map to “desired outcome”

Let’s look at the value exchange.
 
For a brand, content is the currency. For the audience, personal information is the currency.
 
The value exchange happens when the content a brand continuously delivers establishes its worth to its audience and in turn the audience trusts the brand enough to identify themselves and provide permission to the brand to establish a relationship with them, to invite them to take an action.

Before you go any further, the first step is making sure that you know the answers to a few key questions.
First, it’s crucial to know who you are trying to reach. And the more specific, the better your communications campaign will be. Rather than Millennials, how about 25-30 year olds living in major cities who care about the environment?

Map content to the buying stage {keep it short}

Marketing today – conversational, drives behavior, focused on storytelling and content that is shareable

Content must be mapped to business objectives – whether you are simply looking to position yourself as a thought leader or you are looking to drive more tangible results, your content strategy must support your business objectives so that you are driving results that will have an impact on your organization.
 

Content must be appealing – If your content isn’t interesting, engaging, useful or appealing to your audience, they won’t care. They won’t read it; they won’t share it; they won’t act on it. It will just be more noise.