Written by: Vickie Sullivan | March 24, 2022
This Content Strategy Will Make Your Approach Stand Out
In most cases, content marketing creates context that bolsters your perspective on issues. Recently, Search Engine Journal published an article that’s a great example of how content that “looks down from above” does more than provide useful information.
Move past the fascinating breakdown of content marketing teams, and consider how articles that focus on “who does what and why” position your approach.
Here are two reasons why the approach works for your branding:
• Creates “secret weapon” value. By spelling out the players and their motivations, the reader quickly uses that information in their latest vexing situation. Example: “Now I understand why Betty Sue always wants to do (insert silly idea here) and how I can talk her out of it.” By creating immediate on-the-ground value, you stand out as the go-to “secret weapon” thought partner.
Listen: Two Kinds of Content that Drives Clients to You
• Implies insider knowledge. Focusing on roles helps the reader strategize their next best step. This behind-the-scenes information feels like scarce “insider knowledge” that folks think they will get more of if they work with you.
These insights help people see the “game” in its entirety and the value you offer when navigating high-stakes situations. Content that focuses on roles shows the real-world impact your experience can bring. It’s a great brand builder for executive coaches and one-on-one advisors.
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