It starts with a belief
Undeniable, indispensable and non-negotiable
The most important and non-negotiable element of content excellence is a ‘belief’.
A belief that content is essential to build your brand by providing stories to your audience, based on their needs. With the purpose to give value before getting value. That means you have to invest before you can generate sales. Courtship before closing the deal. Show and tell with pride and passion who you are and why you do what you do. If done authentically, you can capture their minds, souls and in the end their wallets. The belief comes to life with these two conditions: time and money.
You have to be in it for the long term. There is no such thing as a quick fix. It really takes time to build your brand, create awareness and generate reach on digital. Some brands are fortunate to have a flying start with one social campaign. This is a lucky shot and pretty damn difficult to repeat and keep up for that important long term. Think about a year minimum to build some kind of trust and relationship with your audience. The focus of your content is about 60% long term brand building van 40% short term brand activation. [Les Binet and his work for the IPA]
What you pay is what you get. If your budgets for media buying and content production are limited, you will get limited output. You need money to generate money. Next to non-working for production and working budgets for distribution, you need a team. If you pay peanuts, you will get monkeys. Invest in your team with a senior strategist. You just cannot expect integrated excellent successful long term content if you work with just interns and juniors.
More firmly said: If you do not have this firm belief with the support from the C-suite, plus the significant budgets, then forget ‘content’.
If you do not have this firm belief with the support from the C-suite, plus the significant budgets, then forget ‘content’
Week by week I publish and release the individual paragraphs of my book. You can bounce from release to release by using the tags. Or check out the table of contents. Each paragraph has its own release, indexed by tags. At the end of each chapter, you can download the PDF.