Let’s start with definitions!
Because you honestly can’t know where you’re going without understanding where you are.
What Is Content Creation?
According to the Content Marketing Institute, content creation is “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
Whew, that’s a mouthful!
In other words, content creation isn’t about taking random ideas and throwing it against the wall to see what sticks.
It’s about thoughtfully providing information that will give a specific person (or persons) the end result they want – whatever that is!
And there are several ways to accomplish this.
What Are The Different Forms Of Content?
Well, content isn’t limited to blogging on a website or social media marketing!
That mindset alone is a box and we need to think outside of it.
So let’s open our mind to the possibilities!
Content can be created in ALL of the following ways:
- Books — Physical, Audio and Digital
- Videos — including YouTube, IGTV, Instagram Stories, and Instagram Live
- Case Studies
- White Papers
- Google Reviews
- Downloadable Templates
- Digital Ads
- Emails — such as Newsletters and Blog Post Updates
- Digital Courses
- Workshops — Online and In-Person
- And so much more!
The thing is, they are all effective!
In fact, to be frank, you cannot attract your ideal reader without great content. It’s impossible.
However, there’s one thing that no one tells you about content creation.
And not being aware of this can hinder the long-term success of your creative endeavors.
The One Valuable Thing No One Tells You About Content Creation
It’s the difference between relationship-oriented marketing and transactional marketing.
Relationship-Oriented Marketing focuses on serving the intended audience with authenticity and helpful content. The objective is to create a community, customer loyalty, and long-term relationships.
On the other hand, Transactional Marketing focuses on sales and efficiency. The goal is to increase the amount of revenue with individual transactions rather than building a relationship with each buyer.
Both have their benefits but when you are a content creator, relationship-oriented marketing is the best approach!
The Importance of Relationship-Oriented Marketing Explained
Have you ever heard of the house built on the rock? Also known as the parable of the wise and foolish builders?
It’s a Bible story that you can find in Matthew 7:24-27.
The gist of the tale is that there were two men. One built his house on the sand and the other built his house on the rock. However, when the weather changed from good to bad, the house on the sand fell apart whereas the house that was built on the rock stayed put.
Think of your brand as a house! Which foundation would you want to build it on based on that story?
The rock, right?
Well, that’s the importance of relationship-oriented marketing in content creation.
If you choose to build your brand solely on what makes money, you’ll definitely build a business. However, when that specific trend is over, your brand will not withstand the inevitable changes in the market. Basically, you chose to build your house on sand.
BUT, if you choose to build your brand on creating content that is helpful to all parties involved, you will build a business that stands firm and evolves with time.
By the way, the keyword here is evolve!
Because relationship-oriented marketing is an ongoing process and that is a healthy sign of growth. Isn’t that how all relationships work?