The Content Architect

First, use your target audience's needs and interests as the starting point and then work backwards to create your content. Create Informational/Educational Content that builds trust and ultimately drives them to take action.  Content types can include your 'Brand Story', Articles that Address Sticky Issues, 'How-To' Articles, Case Studies or Success Stories, Testimonials, or Fact Sheets that demonstrate your expertise and credibiliy; Content that allows people to Interact with your company; Blogs; Podcasts; Video tutorials; Photos; InfoGraphics; Presentations;  eBooks; eNewsletters; White Papers (PDF); and News Releases.

• It’s the art of communicating with your clients and prospects without selling. 
• In contrast to “interruption” marketing such as direct mail or email blasts, content marketing involves delivering opt-in information that creates trust, credibility, and authority.
• Once you create credibility and authority you'll knock down sales resistance, all while providing a baseline introduction to the benefits of your product or service.
• The content you create must not only be interesting, but Useful, Helpful, Add Value to your audience ...and be Timeless.

• First, you need to understand your audience and their buying cycle. Then, create informational content that will be useful to your audience at each stage.
  
• Create content that trains your readers and listeners to keep opening your stuff. It rewards them for doing what you want them to do.
  
• Every piece of content you write has to either solve a problem your audience cares about, or it has to entertain them. Preferably both. When you do this consistently, your content becomes an appealing habit for your readers.
• When they see your name in their email box or a Twitter retweet, they know there will be something they like on the other side. And they’ll click through.

• Search engines like fresh content (SEO)
• People like fresh content (social media)
• More content means more links to your site to get you found faster

Think about this --- will people buy from you because your website boasts elegant code and a slamming’ back end? Or, because of your content and how it’s presented?

A Content Strategist can help you "see" your copy and messaging in a different way, so you can make smart, strategic choices. Is your content messaging aligned with your sales execution? Can certain articles be repurposed? Can you "optimize" some content rather than rewrite it? These are questions to ask every quarter … and there's an expert for that. Besides, if you're going to spend the time and money it takes to build out content, shouldn't you be sure that it supports (and doesn't hurt) your other marketing efforts?

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