When business owners think of assets, it's not very often they think of their online presence like website or social media as something which holds independent value.
However in today’s environment, your online content and reputation have become valuable assets in their own right, and need to be treated as such.
Let’s take a minute and look at some of the different reasons why content assets are valuable and why content strategy is important.
Just like your plant and equipment can make you money, “content assets” can make you money too.
Sometimes this is simple and direct.
An example is:
the workbooks I sell are “content assets” and I profit from selling them.
But it can also be indirect too. An indirect “content asset” may be a blog post or a whitepaper which adds value to your company or business by building loyal relationships with customers.
This is a fancy way for saying that “content” like blog posts, social media posts, website content and more– costs time, money and resources to make.
If a company brought your business today, but needed to re-create the “content assets” from your website and social media channels, this would need to be factored into the price of sale.
Some direct and indirect costs associated with making “content assets” are:
- Marketing and
Not all content on the internet is created equal.
If your business is posting random cat videos and you work in the plumbing industry, then chances are this content is not serving your customer and therefore will not add to your “content asset.”
Although it’s easy to think of the value that digital content creates, you need to keep in mind the other part of your content asset too, which is the marketcentric customer list of the people who engage with your content.
Just like random cat videos won’t add value to your “content asset” neither will producing content which “dates easily” or won’t be relevant to your customers in weeks or months time.
Although business owners can’t escape producing content which is time sensitive, they can be aware of it, and make sure they use this type of content to their advantage.
In the past, many business owners would create random isolated content with no thought of how one piece affected another piece.
That’s not such a good idea anymore.
Today we do things differently.
Imagine all these blocks as different pieces of content:
Each time they are created, published and shared, they add to your “content asset” just like pieces in a jigsaw puzzle; regardless of whether you realise it or not.
Each piece of content created, published and shared, becomes another block which you can build, stack and grow and each time you do it…. a larger picture grows.
Over time, your content will tell the story of your business and will directly contribute to the way your brand is perceived in some way or another.
So if your content is going to tell a story, then what story do you want it to tell?
Do you want it to be a haphazard mess of random cat videos?
Or do you want it to be a valuable asset which builds relationships with your customers?
This is where content strategy will help you.
Which is a nice way of saying you don’t need to leave your online presence to chance.
You can be proactive in the planning, management and development of your content.
You can choose to make a concious decision to ensure your brand is an accurate and authentic representation of your company.
Although you can’t control what other people think of your company or brand, you can decide on the type of content you want your business to distribute and share online.
If you have decided they are, then I can help.
I teach workshops showing business owners how to understand and harness the power of content and use it in a way to serve their customers so that it is helpful, useful and relevant to the customer journey they are on.
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