At Brightspot, we believe that every company is in the content business, and we’ve spent years building and refining the Brightspot Content Business Platform to help our customers produce and deliver content to audiences on a global scale. We pride ourselves on being publisher informed, but we also know that content today isn’t limited to articles and videos. For example, we know that for some companies, content could take the form of financial data or the results of scientific research. For others, it could be sustainability reports or internal communications.
Regardless of the output, Brightspot can be tailored to meet a company’s specific needs because while not all content is the same, all content shares the same goal—to connect a business with its intended audience in a meaningful way. Drawing on years of experience, Brightspot has helped create impactful content strategies for some of the world’s most recognized and beloved brands. Here, we share some insights into how we balance the art and science of content strategy for our customers.
1. Create content with an outcome in mind
The first step in developing an effective content strategy is to take a comprehensive look at the content you’ve already created and the content your competitors are producing. Having conducted extensive content audits over the years, one of the most common missteps we see companies making is that they start creating content for content’s sake. It’s an easy trap to fall into—as the competition for audience attention intensifies, there’s a lot of pressure to generate more and more content. Unfortunately, the ultimate goal of creating all this content is sometimes lost in the process.
Rather than focusing primarily on quantity, it’s important to create content with a specific outcome in mind. Knowing what action you want your audience to take helps to keep your content strategy on track. It’s also important to consider that you might want different segments of your audience to take different actions. For example, articles created around SEO keywords may be created to draw new audiences to your site, while an eBook may be aimed at influencing a purchase decision for an audience already familiar with the product. Defining your desired result and actively using it as a guiding principle helps ensure that the content you’re creating serves its purpose.
2. Know what matters to your consumer
In addition to keeping your intended outcome in mind, it’s vital that a business also takes into account the interests of its audience. Too often, companies generate content for themselves and for their colleagues without enough consideration for their consumers. Regardless of your product or service, your content should consistently communicate your value to your audience in ways that are relevant to them. This means knowing what your audiences are interested in and producing content in terms they can readily understand.
That said, the most effective content doesn’t just convey information; rather, it’s carefully crafted to be part of a larger brand narrative. For example, when helping to develop content for our customers at Brightspot, we use brand storytelling to frame facts and statistics in a more compelling way, ensuring that information has a larger emotional impact on audiences. While developing a content strategy to foster this kind of connection can feel somewhat subjective, paying attention to your site’s traffic and channel patterns can give you valuable insight into what matters most to your consumers.
3. Track the right metrics
Creating a successful content strategy is as much quantitative as it is qualitative. At Brightspot, we conduct rigorous analyses of our customers’ site data during our initial content audits and continue monitoring key KPIs over time. In order to properly gauge the impact of your content, it’s important to determine which metrics matter most for your business. For example, it’s not enough to say, “We want more traffic.” The more effective practice in this instance might be to focus specifically on KPIs like impressions, pages per visit or return visits. It’s also recommended to track ROI metrics like content-driven conversions, when possible.
In addition to determining whether or not your content has been effective in moving your business forward, tracking content metrics can also help you identify areas of opportunity and pinpoint gaps in your content strategy. Though paying attention to industry trends is important, your audience’s behavior will tell you what interests your customers the most and how they want to engage with you. As consumer preferences continue to change, diligent monitoring helps ensure you are delivering meaningful content over both the short- and long-term.
Our commitment to you
Purposeful partnership is at the core of our business. Not only does the Brightspot Content Platform enable companies to launch transformative digital experiences, but Brightspot also helps customers create impactful content on an ongoing basis. By focusing on what matters most to you and your consumers, we develop content strategies tailored to address your unique business challenges. Regardless of industry or content type, we’re committed to helping customers effectively communicate with their audiences to drive better, faster and more successful results.