“If people like you, they will listen to you. If they trust you, they will do business with you”
A well-designed, effective Content Strategy can drive brand engagement, credibility, and ultimately preference. Behind every effective content strategy is a group of talented content creators. The fastest growing brands today know how to use digital content experiences as an accelerant.
Slack grew to become a $1 billion company in just two years (and continues to grow today). Infamously doing so without a sales team but curating an impressive Twitter wall of love in the process.
Casper shook up an industry that few could have imagined was ripe for "disruption" by bringing the product direct to consumer and building a brand around digital content experiences.
When it comes to content marketing, within the breadth of tactics and depth of strategy these and other accelerated growth companies have applied there is one tactic that every business can adopt: Grow and develop a culture of content creators.
Build it into the hiring process. Look beyond the usual suspect business functions for creatives and empower them with tools to tell your brand story at-scale. Whether you are building a team of 5, 500, or 5,000 - content can be a growth engine for your business.
Who Is a Content Creator?
In a traditional sense, a content creator can be a graphic designer, copywriter, or video producer. But, a product designer could also keep a rockstar profile on Dribble. A PR director can also have a talent for video art direction. A project manager can have an impressive social media following and a penchant for creating witty GIFs. A business can tap into the creative skills and collective audiences within the workplace and encourage a culture of content creation to propel business growth.
Content Creators as Brand Ambassadors
Internal content creators can be a growing brand's best growth engine. One of the challenges a business faces is generating credibility and awareness of a product or service. Content strategy is in many ways the solution. When building a network of content creators within a company, enable these people to be employee brand ambassadors. These are the people who can directly impact your brand credibility and awareness by creating compelling content and amplifying authentic stories from within your business. This can be particularly impactful when customers' preference is largely influenced by the perception of a brand's values as they relate to their own personal values, interests, and aspirations. More often than not content that influences isn't selling a product it is selling an ideal.
Content Creators as Influencers
A recommendation from a peer is the most influential consideration to purchase, closely followed by branded content and consumer opinions posted online (Nielsen). Content creators that can influence their social network's brand preferences are incredibly valuable to a growing business. At the end of the day, influence is about the value you offer. It's not just the story you sell that will influence your customers' preference but the value that your brand, product, or service stands to offer.
What Can Content Creators Do For My Brand?
- Scale brand awareness and credibility
- Co-create an authentic brand story. No one knows the vision better than your team, empower them bring that brand vision to life through stellar content.
- Develop workflows for content creation early so you can scale, easily, as you grow.
- Engage with customers in a unique way. Real brand stories told by real people who are passionate about your product and business are more compelling.
More on using content to accelerate brand and business growth:
"If you’ve got a startup, a company, you must be experts in something. You know about your market. Have an opinion about it, and write about that content. If potential customers come to you and see you as a thought leader, and you can help them, that’s really valuable." Content as a growth engine for your business - John Collins at Inside Intercom
"Content is one of the few forms of marketing that has a compounded return." The Compounding Returns of Content Marketing - Tomasz Tunguz, venture capitalist at Redpoint
P.S. Fun fact - Let's not overlook the win-win situation this creates for the business overall and the talented people employed. People report a boost to productivity and all around work life satisfaction when they can invest time and resource into creative projects at work. Pretty cool, yes?
Are you on the ground floor of designing a "content culture" for your business - what do you see as the greatest benefit you stand to gain? Leave a comment below or tweet it to @savvymediagal.