The Transformative Role of Content in Modern Business Growth

In the ever-evolving business growth landscape, content has emerged as the linchpin, serving as the gateway and the driving force for success across various channels. While the notion that "content is king" may seem a bit outdated, the truth is, that it's more relevant than ever. Let's delve deeper into this concept.

Lately, I've been delving into business growth, as I find it incredibly fascinating. A fundamental belief I hold about growth is that it often stems from doing less rather than more.

This might seem counterintuitive, but it arises from the fact that modern marketers have an array of about sixteen channels at their disposal for creating awareness and facilitating business growth. Terms like social media marketing, influencer marketing, content marketing, and search engine marketing have become integral to the marketing discourse over the past decade.

While this proliferation of channels presents an opportunity, it has also led to frustration for some businesses. Attempting to establish a meaningful presence on every front results in fragmentation that dilutes the core message.

To thrive in this environment, it's essential to master two or three channels at most and delve deep into them. In practice, many businesses already have one or two channels that drive most of their business, yet they often underutilize these avenues.

For instance, numerous businesses generate a substantial portion of their revenue through referrals and word-of-mouth recommendations but lack a formal referral program.

My argument is that businesses should concentrate on building multiple referral programs and explore ways to amplify their referral channel using advertising, strategic partnerships, and content—embracing the ethos of "less is more."

Now, let's get to the heart of the matter (apologies for the preamble, but it was necessary).

Regardless of the growth channels you pursue, content serves as your entry ticket. However, it's crucial to clarify that by "content," I mean substantial, in-depth, valuable, and even epic educational content.

In this context, "less is more."

The days of churning out 500-word blog posts thrice a week have passed. While these shorter posts served their purpose in the past (hello, SEO), the landscape has evolved.

Today, you're better off creating one or two epic posts each month and leveraging them across all channels. (That's good news, right?)

Your approach to content should still revolve around an editorial calendar tailored to your business. However, it becomes more straightforward when considering repurposing your content for multiple channels.

When we work with businesses today, content development is the starting point. Expanding a business's reach is challenging without a substantial content asset to draw from, as most channels rely on content.

Consider this example: Suppose you commit to producing 12 epic blog posts annually, each ranging from 1500 to 2000 words, filled with valuable advice, attractive design elements, a sprinkle of data, and even a touch of drama.

By conducting keyword research and exploring post ideas with tools like BuzzSumo, you can craft an annual editorial calendar. (I've shared my approach to using BuzzSumo in a previous post.)

Now, let's make your content work for you.

In a way, it already does. Your post undoubtedly aids your SEO efforts on the chosen topic and lays the groundwork for shares and backlinks. (My most shared content consistently exceeds 1500 words.)

Let's say one of your posts outlines the sixteen most amazing ways to achieve X. It's long and substantial, and readers find it captivating. Now, imagine if you added a one-page checklist encompassing those sixteen points.

Furthermore, consider using a tool like Thrive Leads to create a two-step opt-in box for readers who desire the checklist. You might be surprised at the high opt-in rates.

To take it a step further, experiment with targeted Facebook ads to drive cold traffic to your post. Suddenly, your content is not just engaging your audience but also making your advertising efforts more effective.

If new subscribers are pouring in, ensure that your email follow-up guides them to your epic post from the previous month. This helps them understand the value you offer.

Let's take it up a notch.

Your blog post on the sixteen amazing ways to achieve X could make a fantastic presentation. You could promote it to your audience and host a webinar. But why not reach out to potential strategic partners and offer to present it to their audience for free?

This not only extends the reach of your content but also earns you referrals from a trusted source and access to highly qualified prospects.

The key to making channels pay off is a commitment to producing the most valuable content possible.

Content amplifies the effectiveness of your advertising. Content enhances the impact of your sales efforts. Content fortifies your referral outreach. Content boosts your SEO endeavors. Content bolsters your influencer collaborations. Content elevates your email marketing campaigns. Content strengthens your social media presence. Content reinforces your public relations efforts.

Much has been said about the importance of great content, but I believe it's not just a king or queen; it's more than a channel—it's the lifeblood. It serves as the catalyst and enabler for every other channel used for growth.

This isn't a call to produce more content but a suggestion to redefine the role of content in your growth strategy.

Position epic content at the core of your marketing efforts, focus on doing less but doing it better, and you'll discover a world of opportunities to expand in every direction.