The importance of building a content strategy

The importance of building a content strategy

A smile is a great way to sell yourself. When you are selling goods and services, content is just as important. 

Successful companies attract potential customers, and convert them to buying customers, with information told in a clear and engaging way.

Today, everyone has the ability to virtually window shop and peruse your goods or services before they buy. You have to be ready to explain what you offer, why you do it better, and how you will serve them — often before you even know they are looking.

I outline here the steps you can take to create a marketing content strategy that will take advantage of every opportunity to attract, engage and sell to the customers who will in turn allow your business to thrive, whether you are creating a new company or hoping to boost your existing enterprise.

Define the problem your business will address

While some people start a business because they think it will be fun, or they just got laid off and need an income, entrepreneurs become successful because they offer something different. Or, if the basic product is in great supply, they can do it better or at lower cost.

Define your opportunity

You have heard of the elevator speech. It is your concise explanation of how you and your business fill the market gap you identified and the things you do to improve the buyer experience. Your elevator speech should be 30 seconds. You can build on that essence with your marketing plan not only to provide excellent service to your customers but to tell your story to a wider audience.

Research target audience

Building a business — which involves proving you can perform repeatedly at a high level and gain the trust of return customers — takes time. Business owners who do their research succeed faster. That means identifying your competition and analyzing what they do well and where youcould improve. Who buys from your competitors and how will you reach that same audience? It will probably be through a combination of advertising you purchase and “earned media,” such as followers on social media, who will then visit your website for a deep dive into what you offer.

Focus on your niche

In all your communications, you will want to show — not just tell — potential customers why you’re the expert matter in your industry. What makes you different from your competitors?Why should a customer choose you? Is it your experience, your accomplishments, your recognizable customers? Give them more than lists. Customers understand your story when you tell them about your journey, your successes, and how you went about solving problems. 

Define Goals
Understanding and being able to explain your own business goals and objectives leads to conclusions about how to carry out your marketing plan. Your goals will help you:• Build brand awareness to let potential customers know what sets you apart from your competition.• Increase engagement with consumers who are looking for the type of services or product you offer.• Increase sales and long-lasting clients by closing the deal.• Increase email subscribers to remind clients (and those who are not yet clients) how much you can help them.


All of the above takes time and planning, but most of us can figure it out at our kitchen table if we want to. This next part, however, requires an up-to-date understanding of electronic media, creativity — and more time.

Based on your research of the competition, along with feedback and analysis from the pool of potential clients, you will brainstorm several ideas and measure how each works. It will take a few months of trial and error to gain enough data to really know your audience and which messages resonate with them.

You hope to find what content your audience likes most and least. And why. Different platforms will perform better, too. Google, not surprisingly, offers online tools to help businesspeople find results for measures like Average Time on Page, Bounce Rate, and Pageviews, which in turn helps you decide what content to add to your pages.

And some messages will be effective at gathering a large audience but not at closing the deal. You will need to analyze how to connect more directly with these still-potential customers to move them to a sale.

When you need help
Most owners keep themselves busy running the actual business. They eventually ask for assistance with marketing content as the task grows beyond personal goals and increases in complexity. Call Bingley Digital at (203) 241-3551 or email We will pour you a cup of coffee, ask questions, and suggest some solutions.