AFTERWORD

The Last Word

It doesn't matter what industry you're a part of. In the Conversation Age, we're all publishers now. Let that sink in for a minute. You wouldn't sell a product or service that was just “good enough.” Your content shouldn't be “good enough,” either, because your content is your product. And the conversations you choose to have across the digital divide is part of your service. Traditional marketing strategies may continue to dominate for years to come, but few companies will thrive without a core content marketing strategy that complements the overarching marketing objectives.

At a time when everyone is competing with the same entry stakes (low prices, great service, etc.) and valued attributes (creative solutions, cutting edge technology, and the like), the differentiator today often comes down to content. And with that, how well your content takes care of the audience's information needs, assuages their fears, and solves their pain points will have a lot to do with your content marketing success.

Be patient, though. If you're just starting out with a new content marketing plan, it could take a while to see results. Cultivating long-term relationships with your audience is well worth the time and investment. The whole premise of content marketing is not instant gratification, but rather building stronger ROI over time with your customers. By ingratiating yourself to your audience, and earning their trust over time, you'll enjoy a greater lifetime value with each customer, along with a bigger halo effect as they share their experiences with others they bring into your world.