©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
As the importance of content appears to be a focus within the digital space, it is evident marketers are beginning to see the value it can provide. According to a recent HiveFire Survey cited in eMarketer, content creation is a focus for many marketers in an effort to: establish thought leadership, elevate brands variability and buzz, increase lead generation, and boost SEO. While it is beneficial to create content, it is also necessary to create something uniquely valuable and compelling for consumers.
These days, “content strategy” usually means the creation or gathering of it – with the right end goal in mind (thought leadership and SEO), but frequently overlooks the consumer. The absence of a consumer content-focused strategy can often result in an overload of irrelevant content, choice avoidance, and layers of confusion for consumers.