Over the last several months, I have found the conversation around content to be slowing evolving from “Why is content important to my business?” to “How do we organize around content delivery?”. The answer to this question lies in the recognition that content is not simply a one-dimensional SEO tool, but is ultimately how your brand lives within the digital world.
How Your Brand Lives Within The Digital World
The consumer “path to purchase” has evolved from a linear, brand-directed model, to one where the consumer can fully leverage the transparency of the market, secure guidance from multiple authorities, and gather feedback from their social graph. In fact, what once was a tedious, research-based path is now an enlightened buyer’s journey; a consumer-directed, socially influenced, brand-inspired pursuit of truth and opportunity. The opportunity for brands is to utilize content to inform, support and shape this consumer adventure. Where many brands and agencies fall short is by developing independent content strategies that fail to leverage the fluid tapestry of touch points throughout the buyer’s journey. Your customer’s don’t think within the silos of SEO, Social Media, Public Relations and Branding – and no longer should you.
How Companies Traditionally Organize Around Content
It’s easy to understand how content strategy, creation, optimization and delivery can fall into the hands of multiple parties and multiple owners given that content crosses so many channels. In addition, this is still a relatively new marketing strategy for most brands, so it doesn’t quite fit into pre-existing organizational structures, budgets and resources. As a result, multiple teams may end up developing multiple content strategies that, due to the organization’s lack of internal integration, end up appearing haphazardly along the buyer’s journey as he/she comes into contact with your brand.