There are two questions to consider here. First, what is content. Second, why should I prioritize it.
Let’s start with the first one. Content is kind of like legos. It builds upon itself to create impact. Here are 4 types of building blocks to consider:
Each block works with the other to build trust and reputation. It informs and moves people.
Now why is that worth prioritizing?
Let’s look at some statistics to get a feel for why.
- 80% of major purchases begin with online research
- 47% of consumers view 3-5 pieces of content before speaking to anyone from the company
- 1/3 of consumers in the U.S. use the internet to search for local businesses every day
So, each of the 4 content building blocks work synergistically to support people in finding what it is they are seeking.
People appreciate it when their situations are validated and when they are treated respectfully. With consumers being more and more informed, generous good intention goes a long way to developing a relationship that can withstand the test of time.
Just like legos, the magic happens when the blocks are put together. Prioritize each of the 4 content building blocks and link them together in a way that makes sense and you will be building not only meaning and brand reputation, but valuable relationships as well.
“Nobody cares how much you know until they know how much you care.”
