Content: Everyone wants it, and everyone has a different definition for it. Yet, it seems that no one is really happy with the content they’re creating for a number of reasons: there isn’t enough of it, the content isn’t of high enough quality, it isn’t converting or something else. Content is a challenge everyone is after, but it seems most are not really succeeding. That’s not stopping them from trying.

55% of marketers plan to increase their budgets for content marketing over the next year, even if they are finding it ineffective. It’s somewhat understandable. Attention spans are at an all-time low, and the the options for people to direct their attention toward are more prolific than ever. Marketers want to at least have content that’s an option, but if it isn’t effective, what’s the point?

It comes as no surprise that 47% of the the most effective marketers leveraging content have a documented strategy. Only 5% of the least effective do. There comes a point where marketers must put pen to paper on why they’re creating content before creating what the content actually is. It’s the difference between creating content to serve a purpose and creating it just to create it. You can check content off the list, but you can be sure that’s all you’ll ever accomplish without a documented strategy. That strategy is a key ingredient to understanding what you’re making and why.

Understanding the Purpose Answers Many Questions

Purpose gives a content strategy direction. It tells you what needs to be created, how much and the necessary resources to guarantee success:

Content that is designed to engage existing audiences and increase the frequency in which they make a purchase is likely going to be relegated to existing owned channels (e.g., website, email lists, social platforms, etc.). This is content that is designed to remind them why they love you and why they should use you. In most instances, that’s an easier ask than other types of content and needs to be produced frequently.
Content that is designed to make your brand relevant within an existing conversation to tap into new audiences is more difficult. The job here is to first identify the the opportunity and then to not only create something interesting but also create something relevant. People need to see why your brand is commenting on a particular topic, as well as its value proposition. Appearing authentic and breaking through the clutter can be a fine line to walk, but the brands that do it walk away after leaving an impression on both new and existing audiences.
Then there’s content that is designed to drive and earn wider attention beyond a brand’s typical base. This content needs to be special and tap into something people are interested in besides your brand and its business.

With content’s purpose determined, time, dollars and resources need to be allocated. In some cases, small investments in all three can produce big results, but those instances can be rare. It might be best in that case to divide an investment among many pieces of content. In other instances one, tentpole piece of content that has stopping power for everyone (e.g., Red Bull Stratos) can have a huge impact and propel the brand in front of new, mass audiences, while coming with the tradeoff of significant costs.

Creating content is easy, but creating it without a guide is pointless. There’s no way to evaluate success and nothing to determine what content should be created and how. It’s no surprise that marketers with no documented content strategy are less than pleased with the results they’re seeing, especially while we’re seeing increases in spending in this area.

Find the why before creating the what when it comes to content. It will add value to your audience as well as your business. That’s when you’ll have it and get it.