Organizations should consider their content reputation as distinct from, but complementary to, their reputation for the products or services they offer. Many organizations are known for stellar products and services, but far fewer are also known for standout content.
Content equity is simply how over time audiences perceive the reputation of your content. To build content equity, organizations should think about creating content that has lasting value in how it helps build customer engagement and loyalty. Content focused on novelty can drive online traffic for a moment but doesn’t shift relationships.
The power of high quality content goes beyond simply offering tidbits of information or entertainment during a visit to a website or mobile app. Content can shape a customer’s perception of your organization and what your organization is about.
Some pundits encourage organizations to use content as a marketing tool, to get people excited about what you want them to do by offering some enticing content for them to watch. By such logic, you should offer a cute video of pets doing endearing things, and say how much your organization cares about life’s precious moments. The viewer may develop a fuzzy feeling about your organization, but they don’t necessarily see the relevance you offer to their lives. Rather than create a series of one-off content moments driven by specific campaign objectives, organizations should consider how to become content destinations.
Content equity is hard and takes a constant focus. Organizations must continuously ask themselves questions including:
- To what extent is your organization a “go-to” destination for a particular type information or entertainment?
- What does that content offer people, and how does it relate to your organization’s mission and values?
As more organizations examine how best to build long-term trusted relationships with target audiences, content equity will become an even more important key focus. It requires an understanding of your audience’s needs, an investment in producing engaging content of high production quality, a commitment to ensure all content supports long-term organizational goals, and a willingness to measure the effectiveness of your content and make adjustments where necessary. The payoff for such effort is that you will develop a deeper relationship with your customers, as they fully understand the value your organization offers.
For more perspectives on this topic, read Kevin P. Nichols’ point of view on Content Strategy, featured on SapientNitro.com.
