If you’ve heard it once, you’ve heard it a thousand times: Content is king.
Why? Because value-added content influences consumer behavior without overt sales tactics.
Value-added content (also known as custom content or custom publishing) addresses consumer needs and lifestyle interests connected to your products and services, offering an educational benefit to your audience.
Engaging in such content marketing can help establish your organization as a trusted resource, keeping you on consumers’ minds when it’s decision-making time. Furthermore, value-added content enables you to teach your customers how to buy from you by providing useful information at each step of their purchasing process.
That sounds great, but taking content marketing from theory to reality can prove to be complex, time-consuming, resource-prohibitive and, when not done well, ineffective.
When you’re developing a new content marketing initiative, your first step should be to build your team. If you’re refreshing an existing program, start by assessing your key players.