Content marketing is on fire, and with good reason. Still, most content projects fail because they don’t give consumers what they want, which is value.
When a brand puts customer value first in all of its marketing efforts, it becomes meaningful. Your content needs to have a point beyond telling people to schedule a consultation. Ask yourself, “What is the service you’re providing to your audience?” The information must be relevant to the needs, culture, values, and beliefs of your audience. It should get them more interested in what you have to say.
It’s important to talk about the benefits of your product, but that shouldn’t be your top priority. Change your brand strategy so that it shows you care about your audience. Give them free tools like guides, checklists, and videos that show how to do things. These need to be different enough from what your competitors are doing to set you apart.
Over time, this gives value to customers and makes them more loyal to a brand before they even think about buying.