How the Right Content Strategy Can Increase Revenue & Retention: Part I
As a business owner, content is one of those necessary evils. You probably know that the right content strategy can help to increase revenue and retention. Or maybe you don’t. Either way, you need it. And if you’re like most of the business owners we work with, you don’t want to do it, or don’t have any idea how.
If hearing the words content strategy gives you an immediate blood pressure spike or the urge to run headfirst into the nearest wall, you’re not alone. Your to-do list is already overflowing. Who has that kind of time? And what the hell is content strategy anyway?
The good news is, it doesn’t have to be complicated. Content is a powerhouse tool for your business growth and you just need a strategy. In the first blog of this two-part series, we’ll start by looking at what your strategy should include. We’ll dive into the first three ways it can help with your important metrics. In part II, we’ll look at four more ways content can be extremely beneficial for your business.
What Does a Content Strategy Look Like?
To make it really simple, content is just the words and images or videos you’re using to showcase your business. Your content strategy is the combination of platforms that you’re delivering those words and images on.
So if you’re a ninja, content is your sword. Content strategy is your plan for winning the battle. In a less violent example, imagine you’re Snoop Dogg. Content is the words you’re rappin’ and strategy is how you’ll earn a commentator position at the Olympics.
Content examples include things like website copy, email marketing, blogs, social media and CRM messaging. The full list of content ideas is actually extensive. So the key is to find the right combination of platforms, and then create - and repurpose - compelling and powerful content that will help your business grow.
And since we’re simplifying things, everything in your content strategy should be cohesive. Meaning, your brand voice and message should sound the same, no matter which platform you deliver it on.
For example, if your Instagram posts make your business seem like a party that people don’t want to miss, but your website copy is dry and boring, that’s confusing to potential clients. Everything should match what you’re trying to convey to your target audience. And that’s all part of planning your content strategy.
NEED HELP? Content strategy and creation is what we do! Book a consultation today to find out how Full Send can take the content work off your plate, and grow your business.
The First Three Ways Content Strategy Can Level Up Your Business.
It’s not rocket science. Choosing the right words - and the delivery of those words - can simply help your business grow. Here are three areas for you to see what that looks like in action.
1. Attract New Members.
We’ve yet to meet a business owner that doesn’t want new customers. So in order to build brand awareness for people who may not have heard of your business yet, content is key.
First, the benefits of SEO (search engine optimization) can’t be understated. Your website copy and fresh content can help to improve search engine rankings, making it easier for your target audience to find you.
Second, once prospective clients find you, high-quality content like blogs and social media posts should provide value. Think of it this way: What makes you interested in following a brand? If their content strategy doesn’t provide you value, you’ll probably peace-out pretty quickly. But if they’re entertaining, engaging, educating or empowering, you’re in, right?
It’s the difference between telling people how great you are and asking how you can help them.
2. Build Brand Authority and Trust.
Speaking of the four Es (entertain, engage, educate and empower), your content strategy can help you to quickly build brand authority and trust.
When you share informative content, you position yourself as an authority. For example, gyms can create content around workout tips or nutrition advice. This shows prospective members that the gym is trustworthy source for guidance in the market. Plus, consistency is key. A consistent online presence will not only keep your business top-of-mind, but build familiarity as well.
And don’t forget about social proof for building authority and trust! When you share clients’ success stories and testimonials, you build some serious street cred. You can attract new clients when they see how you’ve helped others. So don’t overlook the power of Google Reviews and website testimonials in your content strategy.
3. Save Your Valuable Cha-Ching.
Reaching new customers doesn’t always have to be a battle of who’s willing to throw in more dollars. If done correctly, your content strategy can be a cost-effective way to accomplish your marketing goals. Below are just a few examples of the numerous ways content marketing can both save your expenses and make you money.
First, SEO and high-quality content can increase your reach organically. This could potentially reduce the volume of (or even eliminate the need for) paid ads.
Second, email marketing campaigns can be an incredibly effective - and low-cost - tool for communicating with current clients and re-engaging past ones. While it’s important to find the balance between providing value and promoting sales, you can definitely boost your bottom line with the right content.
And finally, automation is a game-changer for your content strategy. With the right CRM tools and copy, you can reduce your manual workload while maintaining consistent communication.
In Summary: Dial in Your Content Strategy to Boost Business Growth.
Your content marketing strategy doesn’t have to be complicated. Put simply, content is the words and images/videos you use to showcase your business. And your strategy is the combination of platforms that you deliver those words and images on.
With the right content strategy, you can attract new members, and build authority and trust for your brand. You can also save on expenses, as content can be a cost-effective part of your marketing strategy.
Stay tuned for the second part of this two-part series, as we explore four more ways that content strategy can level up your business!
NEED HELP? Content strategy and creation is what we do! Book a consultation today to find out how Full Send can take the content work off your plate, and grow your business.