A content-led program is an effective way of engaging with your users and earning a steady profit over the long run. Due to their need for a long-term commitment, they may at first become more about mental perseverance for creators rather than the physical resources available at hand. Regardless, the step-by-step strategizing turns them into highly rewarding commercial ventures over time.
Here’s a discussion on how a content-led program can successfully transform a business. The contributors to this blog include Mr. Prashant Jain, CMO of HP India, leading digital marketing transformation for HP across the consumer and commercial businesses. Jain gives a detailed description of how HP India successfully developed a content-led program under his leadership.
Here are five tips on how to structure a content-led program.
The content-led program’s goal is to provide content that meets the specific needs of its target users. Hence, it is essential to ponder the said concern so that the content created can stay true to its users for a prolonged time. The emphasis should be on how a content-led program can come to life for the users.
The speaker emphasizes understanding the core insights of the issue being dealt with for the program. This is because innovative solutions to most questions are discovered by dwelling deep into the issues involved.
The 4C framework stands for category, company, consumer, and culture. These are designed to dig deep into the users’ wants from a creator’s perspective. A good content strategy involves studying all these aspects before finalizing a content-led program.
In the category framework, the focus is on asking questions about how your content will look in the content marketing industry and how it will compare with the work of your competitors.
The company framework talks about the company’s internal and external presence that will add to the program’s value.
Consumers and culture also have a significant impact since they become two essential variables in content creation since they answer important questions about what the users like and dislike.
Mr. Prashant Jain talks about how their learning program focused on age groups for young learners rather than class-based differentiation. The content could focus on what a particular learner of a specific age group could learn from the program.
This is an essential consideration for campaign creation since creators aim to have a campaign-centric model to increase the salience and have meaningful differentiation.
The two elements here are increasing salience, which improves users’ mental availability by developing fruitful content, and consistently focusing on giving the consumers beneficial content and meaningful differentiation, which focuses on how content can become unique for each user personally.
The content created must serve as a means to an end, not as the end in and of itself. While exploring the goals of content structure, the speaker advises creators to always “hero the content.”
Content-led programs are long-term and must follow a uniform and easy-to-understand structure so that users can learn from them and not unnecessarily waste time and effort in learning how to use the program itself.
This way, brand loyalty, and growth can also supplement future content creation. The speaker also mentions that even if your content is not unique because of the sensory overload on the web, it should surely be more accessible for its users.
Circling back to where we began, consumers are the chief focus point while developing a content-led program. The reason is that users can often provide fundamental answers regarding content creation, attracting more subscribers, etc.
Users’ feedback is an excellent way of driving your content marketing growth since they give ideas about what they want, which ultimately makes your work easy.
A content-led program can be intimidating for businesses today since many tasks are always to be undertaken.
But, the five tips mentioned above will guide you to success in your content marketing endeavors and help market your company’s products with content-led programs.
Note: This blog is an excerpt from a session on Evolving Agencies: How to Structure a Content-Led Program with Mr. Prashant Jain, CMO of HP India. The session was part of Elevate–a global virtual content summit organized by Pepper Content, bringing together industry leaders in content marketing.
Check out the video of the interview here.