Content marketing is integral to the communications quiver. White papers, one-sheets, videos, testimonials, and blog posts enable B2Cs and B2Bs to nurture leads, retain customers, engage audiences, and enhance PR and communications.
Though content marketing holds such promise, many franchisors and franchisees find success fleeting – if they ever find success at all. I apologize for the harsh truth. Instead of shooting the messenger, you can blame franchising’s nuanced landscape that features a multitude of content creators with disparate goals.
Despite these challenges, know that franchise content marketing is well worth the effort. Keep reading to better understand content marketing’s benefits, its best practices, and unique opportunities for franchisors and franchisees.
What Content Marketing Isn’t…and What It Is
Many well-intentioned marketers dabble in content marketing never fully committing to the craft. Inconsistency or an ad-libbed content marketing strategy will never drive success.
Unless you’re win-the-lottery lucky, one piece of content or even one year of content won’t produce the desired business outcomes. Content marketing isn’t a short-term solution; it’s a long-term strategy.
Even with consistent production, many brands struggle. Too often, brands produce content that is no more than blatant promotion or a sales pitch. Nobody wants that. Jay Baer titled his book “Youtility” to succinctly and eloquently illustrate that successful content benevolently provides some service to the brand’s reader. Often that involves helping them overcome a specific challenge.