Content Capital is a strategic framework you can utilize to invest in meaningful content creation that will create compounding value over time. Similar to financial capital that is invested in high performing stocks or index funds, Content Capital helps your brand stand out by yielding high returns.
Let’s take a look at the exponential growth curve for Content Capital below. Notice that progress is slow in the beginning, but accelerates over time as additional value is added and time invested.
The Content Capital Equation includes three parts:
Time Invested encompasses the time and effort poured into content creation to create a substantial volume of high quality content.
Value Added is the value your brand’s content provides for the end user, often in the form of useful information. This includes providing the “best answers” to user questions, insightful information that helps users make an informed decision, and more.
Brand Growth is the positive return on investment your Content Capital yields. For example, website traffic, brand exposure, leads, purchases, and new clients.
There are three key digital marketing strategies that must be leveraged in order for your brand to create Content Capital that yields a positive return on your investment.
We’ve all searched Google looking for the best and most valuable answers to some of our biggest questions. The results we find may vary. But, I guarantee we’ve all found GREAT content that is exactly what we were looking for. That’s the type of content you want to create. Content that hooks your reader, answers their question, and keeps them coming back for more.
Takeaway: Compelling content that answers user questions naturally attracts new customers and keeps them coming back.
If you follow the steps above to create valuable content, then you're well on your way to creating Content Capital.
According to Moz SEO, creating compelling content that answers a searcher’s query is the second most important strategy for driving organic traffic, just behind making sure your content can be crawled by search engines like Google.
SEO best practices can be complicated to master, but here’s a general overview of the SEO landscape.
You have the most control over the first two: on-page and technical SEO. Once you’ve created valuable content, it is critical to make sure it can be seen by search engines and users alike.
Consider the following:
If a tree falls in a forest and no one is around to hear it, does it make a sound?
If a great piece of content is not on page one of a Google Search Engine Results Page (SERP), does anyone see it?
Philosophical thought experiment aside, the second question is a lot easier to answer… probably not!
Takeaway: SEO is a powerful tool to attract brand agnostic customers to your site, product, or service to increase your visibility
Now that you’ve created valuable content and optimized it for search engines, it's time to amplify your content to yield the best return on your investment. Content Capital is all about maximizing your return. Leveraging social media, email marketing, and paid advertising can improve your contents overall visibility, brand engagement, and traffic back to your site to close the deal.
The Content Capital strategic framework only works when you combine together the three strategies discussed above. Individually, paid media, social media, and email marketing can work in the short term. When you combine valuable content creation, SEO, and an integrated amplification strategy that incorporates social, ads, and email, you're creating exponential value that compounds over time.
Let’s take a look at the growth curves for each and how they differ.
Takeaway: When used together, social media, email, and paid ads can be powerful tools to extract maximum value from your content.
Just like in economics, bad content drives out the good impacts of the Content Capital strategy. Here are some landmines to avoid when implementing this strategy.
Just like a great investment, Content Capital pays off overtime. It requires patience and relentless consistency! As we’ve outlined in this article, it can be extremely rewarding. When executed correctly, Content Capital drives website traffic, brand exposure, leads, purchases, new clients, and revenue growth!
Yes, it has a high barrier to entry (Time Invested), but it also has a high reward.
Hosa Technology was struggling with organic growth, Fratzke helped their team implement a winning Content Capital strategy that yielded high returns and helped supercharge their direct-to-consumer (DTC) strategy.
Pender & Coward launched a new Waterfront Law Division in Virginia. Our team helped their new division grow from zero to thousands of users each month leveraging the Content Capital framework.
Need Help Implementing the Content Capital Strategy? As the pioneers of the Content Capital strategic framework, Fratzke’s expert digital marketing consultants can help you implement this strategy with your team.
Brands like REIKA Vehicle Solutions, Hosa Technology, Service Partners, and Fairmont Schools were all in similar positions before engaging in Fratzke’s Lighthouse Partnership.
Through our strategic process we’ve been able to help them implement strategies like Content Capital to help them increase their ROI and brand growth.
Learn 5 steps for creating an effective internal communications strategy to fuel connection and increase employee engagement.
In this article we share eight website design trends that are crucial for brands to follow if they want to stand out in 2023.