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The importance of having a content strategy

We’ve spoken before about how providing your customers the right content is key to building trust, creating meaningful connections and ultimately increasing sales. But this month, we’re taking a look at the work that goes into making that happen.

Nailing the strategic side of content and having a plan in place is essential. Without one, it’s hard to keep track of what your brand wants to say and what you’ve said already. And especially if you’re posting across multiple channels (which you should be), being able to point everyone back to one document makes it easy for your entire team to keep up to date and on the same page.

Understanding the relationship between content and sales 
Content’ can be anything from the text and images on your website to a series of online videos posted on social media. But what makes any content effective is what people can take from it. Great content builds trust and moves customers not because it’s flashy or in their faces, but because it offers them something of value. Uncovering what’s ‘of value’ is what strategy is all about; in the sense that depending on where customers are in your funnel will determine what they’ll find important.

With strategic content, your customers turn from individuals who see your products and services to people who trust your brand. The connection here not only leads to sales because they’re believers in what you do, but it means that they advocate what you do as well; making them more likely to share it with their friends and other like-minded people.

But how do i know what people want?
Before thinking about what you want to write in a blog post or post on social media, you should take the time to understand your customers. Here at Plato, our teams are experts in using real data to gain insights into the markets our clients operate in. When it comes to strategy, it allows us to pinpoint where customers are on their journey and determine whether they’re totally unaware of your brand or waiting for something to keep it top-of-mind following a sale.

Because to put it simply, having a strategy lets you map how you move your leads down your sales funnel. 
This information lets us identify each point of the funnel where customers want, need or expect content. It lets us determine everything from the kind of message they receive to the time of day they receive it. And as customers are increasingly aware of the way brands work, having this kind of knowledge in place gives your brand the purpose and the ability you need to communicate effectively at every stage.

Setting your brand or business on-track for success
Whether your team is made up of two or 200, aligning what sets you apart with what your customers are looking for opens up a world opportunity. It gives you the ability to tailor the ways you communicate on an individual level, and here at Plato we’re more than happy to help. Feel free to get in touch with any questions, or feel free to take a look at how strategy played a key role in lifting Russells Curtains and Blinds sales across the board.

Published: 8 Oct 2019