Place a premium on content
16 February 2024
By Emma Baker, Senior Account Director, Living Group
Between you, your team and your many stakeholders, how much time did you invest in developing content in the last year, only to find it didn’t have the reach or impact you wanted?
It’s an all too frequent reality and one that you can’t afford when it comes to your premium content offerings. You want to get value from your investment and that means achieving tangible, actionable results.
Backed by robust research, written by professional writers, and produced with high-quality production values or an interactive tool, your premium content is not only insightful, but it also leaves the reader wanting more. It provides them with a perspective or viewpoint that they are not being offered elsewhere.
Premium content is one of your most powerful lead generation tools and plays an essential role in establishing your points of differentiation in the market – the all-important ‘what do we want to be famous for?’ question. It positions you as an authority in that area and builds trust.
It’s fair to say that going from measuring vanity metrics to generating qualified leads, takes a real shift in mindset. If it’s going to yield long-term results, having a robust content governance framework in place is a critical success factor.
Don’t just give it away
Putting a price on your premium content might feel too aggressive, but doing so establishes exclusivity. Choosing who gets what, and how demonstrates its value.
Tease your audiences with a hook or a taste of what you are offering, but don’t be afraid to ask for something in return. Registering for full access, booking a demo or consultation with your issue experts, giving them a more personalised diagnostic in relation to the issue or offering a personal consultation, adds another layer to what you are offering and connects you to the clients who are really interested in what you have to say.
When only the best is good enough
It stands to reason that you want your best clients to have your best content, either exclusively or before anyone else.
If you have a Key Client Programme – or know who your key clients are, here’s a chance to make them feel special. Offering exclusive or pre-release access to flagship content and research sets them apart from your wider audience. Offer them a conversation about issues or opportunities that you know are of interest to them. Develop talking points for your client relationship teams or provide exclusive access to bonus content and messaging that gives them a personalised experience.
Developing your premium content activation plan
If you’re reviewing your content strategy, here’s a summary of what you need to consider:
- Develop and implement a content governance framework
- Ensure your content strategy aligns with your Go-to-Market strategy
- Assign budget for professional copywriting, design and promotion
- Create and deliver lead generation campaigns that will connect you with your most relevant audiences
- Remember your internal audiences and consider the roles they must play
With a love of coffee, chatting and transforming clients’ content strategies, I welcome the opportunity to get together and learn more about your challenges. Drop me a line or give me a call. Emma.baker@living-group.com | +44 (0)20 7739 8899