In the increasingly competitive world of content marketing it can be tempting to just put the pedal to the metal and produce as much content as possible: hundreds of blog posts, videos, webinars, infographics, emails, newsletters, white papers, social media posts – anything so long as it’s somewhat related to your industry.

And in that pile of content no doubt there will be a few pieces that will stand out and produce value.

But you will create far more valuable content – and results — if it is based on customer research and tailored to their interests, and uses emotional trigger words appropriately.

Start by producing customer personas so you really understand who you’re writing for and what they need to know. Then create a content strategy which, based on a content audit and gap analysis, identifies the most important new content that should resonate with your prospects and customers: content that answers their questions and fills in the gaps in their knowledge. Then go forth and produce that.

With a content strategy you can get 10 times the value that you would get from random acts of content.

PS: A shoutout to Bob Johnson of IDG Connect who coined the phrase “random acts of content”.


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