Investing in High Value Content

 
 Source:  Dave Whyte

Source: Dave Whyte

A common misconception many companies make early on is to think they need a grand marketing initiative to generate interest in their brand and products. At an early stage no one knows about you, so it makes sense to think that by making a large splash people will have to take notice. And, in fact they might. But only for a short time until something else comes along to capture their attention.

A flashy marketing strategy like this does nothing for building up credibility for your brand. And if you don’t have enough resources to make a number of these big bets you may find yourself having put a lot of resources behind these initiatives without much to show for it.

Which is why you need to invest in High Value Content.

High Value Content is for both young companies and established ones. This type of content generates the most value for the least amount of investment and continues to deliver value to your brand and your audience forever. Additionally it creates a sound foundation that the rest of your content ecosystem can be built from. Allowing you to create a sales funnel that essentially runs on its own.

High Value Content is not like most of what many brands put out. Here’s what you need to know to make the smartest investment you can make.


 

EVERGREEN VS. DRUMBEAT CONTENT

There are two types of content, and you have to know what each one does and how they support each other.

EVERGREEN: Evergreen content is High Value Content. As the name implies it is not built around one-off moments and is meant to add value continually to all of those that come across it. It’s timeless.

DRUMBEAT: Drumbeat content on the other hand is your typical marketing work. It’s made around timely moments and captures what’s going on at the time. Once its relevance has past the work no longer has any useful value.

Evergreen content is a one time investment, whereas Drumbeat content has to be invested in in an ongoing basis. However, when done right, Evergreen content can even be promoted as Drumbeat content to generate interest from potential fans and new audience segments.

 

HIGH VALUE CONTENT TYPES

The type of content that you should be creating are:

  • How-to Guides
  • Industry Resources
  • White papers
  • Case Studies

There’s no prescribed format as these so long as the medium is appropriate for the messaging.

Of course these are in some way related to the business you’re in, but it’s not a sales pitch for your products or services. It’s about providing information that frames your company as a valued resource.

 

VALUE BEING PROVIDED

The one qualifier is to ensure what you’re making is providing useful knowledge and value to the people that come across it. Answering their questions or giving them information necessary to do something they previously didn’t know how to.

This type of content is not about your brand. This is about the people you want to be your customers.

 

NETWORK EFFECT

These pieces of High Value Content can stand along as individual pieces, or you can create them as part of a series where they can provide even greater value.

The benefit of creating this type of work for your business is that it positions your company as a thought leader in your industry. When people come across your company and/or this content they see that you have a point of view and understanding of the space greater than anyone else. Then, if your content provides them with useful working knowledge they will also be enticed to share this content with their friends. Creating a reinforcing network effect built upon delivering value through High Value Content.

One thing to caveat however is that this content will not immediately drive awareness. This is part of playing the long game and ensuring success for you brand. That said, you can promote these pieces as part of a marketing initiative to catalyze their visibility to your target market.

The benefit is that this content will continue to valuable essentially forever as new people come across it, while you only having to invest in it once.