The trinity of content marketing; value, relevance, consistency. Can you survive with one without the other two and vice versa? You can if you are a Jedi in your previous life. But seriously, why do you need all three when you can just do one, or two?
Before I answer that question, let me break down how these three works:
Your product is not the forefront of your content marketing. It should not be a matter of what you are trying to achieve but rather what you are helping your customers achieve. You become valuable not by being the best financial consultant, you become valuable because what your customers believe in matters to you, and that belief is something that drives you to see them succeed.
Even if you are the most valuable brand on the planet, if you are talking to the wrong audience, or if you are delivering the wrong message then you are irrelevant. Relevance is as simple as providing an umbrella to a stranger when it’s raining. If you need a clearer example, try giving a stranger an undershirt when it’s dead cold outside.
Ok, you are valuable, and you are relevant. The last thing that you need to consider is, are you consistent? Do you post the same valuable content once every month and weekly on the following month? If you want people to expect your value and the right time and space – show up. Be there when they are expecting you to be there.Your product is not the forefront of your content marketing. It should not be a matter of what you are trying to achieve but rather what you are helping your customers achieve. #contentmarketing #contentstrategy Click To Tweet
If you have value and relevance, but you are not consistent, your audience will leave you. If you are consistent and relevant, but there is no value in what you are creating, I’ll leave it to your imagination. Lastly, if you are valuable and consistent but your audience is confused about what you are trying to accomplish, all your efforts are wasted.
The goal of having these three work in unison is to attract a clearly defined audience. Don’t focus too much on the channels. Social media will definitely change, it might even die, and a new channel will soon rise from its ashes where fickle minded human beings (like us) would gather and co-exist.
The more you put your brand behind the curtains, the more people will engage with you. Find out what they want to read, and put that on center stage.
Yes, I understand, as an SME the conversation on the budget is like pouring cold water on someone’s face. But there are tools available for you to create polished and professional looking content.
Promo by Slidely – A cutting-edge tool that uses premium videos with licensed music and attention-grabbing copy to create instant promotional videos.
Snappa – With its premade templates and high-res stock photos, small brands don’t need to struggle designing their digital content.
Skitch – Snap and mark up the right content when to make your bold ideas stand out. This is a tool that small brands can use to polish their articles and e-books.
Design Wizard – Start small with their “Apprentice” plan and build premium design in the same league as Harry Potter’s Expecto Patronum – this app is a sure win.The more you put your brand behind the curtains, the more people will engage with you. Find out what they want to read, and put that on center stage. #contentmarketing #contentstrategy Click To Tweet
So the answer to the question of survival, you can survive without one or the other, but just in like in life, survival is one thing – but some people struggle less than the other. As a small brand, you definitely don’t have the luxury of time to struggle. So why take the risk?
The key is in taking action, this article might have inspired you to do something, but without actually doing it, it’s not going to bring your content marketing to the next level. So what are you waiting for, plot the trinity of content marketing somewhere in your work area where you can see it. And keep reminding yourself that it’s all worth it.