I've got some content...now what?

The premise is simple: You’ve got good information and you want to do SOMETHING with it.

It might be intellectual property, market insights, regulations, expertise…The point is, it’s good info and it’s somewhere—or in many places—and could be put to BETTER use.

So now what?

Content Evolution

We need to think about how that good info can be converted into valuable content, and that means thinking strategically.

Let’s start by defining content as information and experiences designed to be useful, engaging, and informative. With countless motivations to engage audiences and diverse methods of delivery, the effectiveness of this content hinges on deeply understanding the 'why' behind its use and the needs of the audience it serves. By aligning this insight with more WHYs in the form of business objectives, each piece of content becomes a valuable asset crafted to fit seamlessly into an overarching content strategy.

Being Quite Contenty

Consider the wellness app, Noom. Content strategy plays a central role in their business model. Noom’s content is developed by writers with backgrounds in medicine, nutrition, exercise science, and psychology and is woven into a personalized experience that includes self-reflection, quizzes, learning reinforcement, and one-on-one expert coaching to deliver behavioral change for its users and subscription revenue for its business.

Noom’s marketing strategy also relies heavily on content. Affiliate content partners like social media influencers and the UK publication The Independent incorporate Noom’s product information, user testimonials, and messaging into their own content feeds and newsletters, raising awareness and driving traffic to Noom’s site.

Unlocking Potential

The potential of good information extends far beyond mere possession. By employing strategic content creation, businesses like Noom demonstrate the transformative power of knowledge when it's skillfully applied and shared.

For any organization looking to maximize the value of its insights, the journey involves not just understanding and gathering information but critically analyzing how it can be structured into compelling content that meets specific user and business goals. This approach ensures that valuable information is not just stored but dynamically employed to educate, engage, and inspire action, driving both user satisfaction and business success.

Whether through direct educational content or strategic partnerships, the key lies in crafting a narrative that resonates with your audience and aligns seamlessly with your broader strategic objectives.

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