• Bretton Chatham

The Royal Servant: How “King Content” Can Work for Your Business

Updated: Jun 27

You’ve heard the expression “Content is King.

But you may have wondered how, exactly, blogs, podcasts, videos, white papers, etc. have dominated digital marketing. In this post, I don’t intend to write the history of content’s rise and reign. Instead, I want to explain how your business can benefit from its power and raise your ROI. (Roi is French for “king,” after all!)

Traditionally, companies have hawked their products and services to the public by insisting: “You’ll just have to trust us!” However, when businesses include original and useful content in their marketing strategy, they rely on their prospective customers to remember the value they’ve already provided: “You know you can trust us because we’ve proven ourselves.”

Customers would always rather act on your reputation than on your promises. In fact, they’ll often seek you out! Here’s why it’s worth investing in your influence through content marketing:

Content is Valuable (and Not Just for Your Customer)

Shakespeare’s King Lear claimed, “Nothing comes from nothing,” and it’s especially true for a growing business. You must invest time, money, and resources into marketing to see a return. But not all marketing strategies are created equal.

While it may seem risky to use precious resources writing white papers or making videos that you’ll give away for free, it will cost you much less up front and reward you much more in the long run than more conventional forms of marketing, such as advertising.

How? Customers will see that you care about their needs and reward you with their business over time. Your research, information, and expertise is valuable to your potential customers, but never forget that their respect and gratitude is value added to your business as well.

Content is Educational (and Not Just for Your Customer)

Much of your content’s value to your customer is educational and aspirational: you’re offering your industry knowledge and expertise to someone who wants to increase their knowledge and expertise.

In my past career as a classroom teacher, I originally rolled my eyes when I heard the cliche: “It seems I learn as much from my students as they learn from me.” Still, I began to appreciate its wisdom more over time. Similarly, your customers have much to teach your business about how you can better meet their needs. One way to understand potential customers is through developing buyer personas before creating your content. Another is measuring its effectiveness afterward.

What’s often overlooked, though, is how content marketing can be a process of discovery for your business. Writing a content marketing strategy forces you to clarify what you want and articulate what you mean. In that way, it helps you better understand your business’s purpose and goals. That kind of clarification can be a valuable education all its own.

Content is a Kingmaker (and Not Just for Your Customer)

Your content should cater to the “Customer as King.” After all, the whole reason for making buyer personas in the first place is to tailor your social media posts and podcasts, for example, to fit a particular audience.

But you should also consider content’s power to make you a thought leader. You can become an authority in your industry by serving quality and consistent content, building up your reputation, your following, and your business all at the same time.

Each blog article, YouTube video, guest post, etc. is one more step up the dais, where your audience will look up to you as an influencer in your industry.

Your Company is Ready for Content (and Your Customer is, Too!)

What next? Here are three easy and actionable steps to getting started:

  1. Begin with a content marketing strategy.

  2. Share and comment on relevant social media content and become part of the conversation.

  3. Start posting to your company's blog right away.

“King Content” should serve your growing business as well as your potential customers.

If you need help taking advantage of this “royal servant,” send me an email.

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