The second in a series of five content marketing questions any communications strategist should answer:
2. Have we really tapped all our relevant areas of expertise?
This is more easily explained by example: I have a client who runs a repair depot service for point-of-sale technologies, such as debit card readers and barcode scanners. Now, the technology is the obvious center of their know-how. But in order to fulfill their services, they’ve become experts in logistics and transportation. When gas prices peaked in 2008, they were able to capitalize on their prospects’ concerns with an ebook about reducing freight and fuel costs. It was a different spin on their usual value proposition, but it tapped a complementary area of expertise to reach customers on an issue that mattered a great deal to them. Look outside of your usual messaging: what else do you know that customers care about?
Next post: Effective distribution.
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