In this episode of What’s Wrong With Revenue? my guest host, Bob McCarthy, Content Director at Square 2, unpacked a new and emerging challenge relating to content, content creation and content marketing.
Over the past couple of months, we’ve been observing an interesting trend. People are less interested in the standard e-books, infographics, whitepapers and tip guides. We also heard at INBOUND 22 last month that blog articles and pillar pages are less effective than ever.
So, what does content look like today and how should you be thinking about it in 2023 so that you continue to produce content that generates leads, sales opportunities and new customers?
We talked about a couple of solid strategies in detail during the show.
The first involves starting to think about content like the streaming services do. That means more video content, more audio content and more content that looks and feels like a show, instead of simply talking heads or interview-style content.
The second is looking at your prospects and customers as a community that needs to be nurtured, cultivated, invited, engaged and educated while providing members with access to each other.
This puts an entirely new spin on content creation. For example, you can engage your community to create content, activating them to participate in the content creation process and encouraging them to tell you what content they want and in what formats. The people who watch and listen to this show are a community.
We also talked about how data has shown that people are much more interested in tools than educational materials. They want templates, frameworks, workbooks and modularized guides that they can use in their businesses as opposed to items they simply read.
Content in 2023 is going to start changing much more quickly, and your ability to create the right content is key to reaching your revenue goals.
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