Listing things helps us understand the relationships and priorities. For this purpose I made a table of currently available content. I included both marketing and sales content because from customer perspective these are a single thing. Below is the legend and my conclusions. I will be editing this table.
|Content (competitive frequency)||Total||Frequency||Personalization||Cost||Audience||Easy||Value|
|AI software feature (4/year)||51||2||9||10||10||10||10|
|Software feature (2/month)||48||5||7||9||10||7||10|
|Live chat (1/day)||39||9||7||5||3||10||5|
|1on1 meeting / training (2/week)||37||7||10||1||1||8||10|
|Photo / image (3/day)||37||10||0||8||5||10||4|
|Study / proposal document (1/week)||36||9||9||1||1||8||8|
|Blog post (3/week)||35||8||1||2||10||9||5|
|Web page (2/week)||35||7||2||4||10||8||4|
|Microblog / social media post (15/day)||34||10||2||1||10||10||1|
|1on1 message / email (1/day)||33||9||10||0||1||10||3|
|Own event (1/week)||32||6||2||10||6||3||5|
|Live lecture (1/week)||31||6||2||7||4||4||8|
|White paper (2/week)||28||7||0||6||3||4||8|
|Research paper (1/week)||27||6||0||7||2||2||10|
|Third party event (1/week)||26||6||1||8||7||2||2|
|Print material (1/week)||24||6||0||7||3||5||2|
Content: Content produced by the company accessible to customers.
Competitive frequency: How many times new content needs to be published to dominate a category.
Total: Sum of all rates. The higher the better for the company.
Frequency: 10 = Can be published most often.
Personalization: 10 = Fully personalized. For example, a 1on1 meeting with an expert.
Cost: 10 = Highest cost for the company to produce.
Audience: 10 = Possibility to reach the most people.
Easy: 10 = Easiest for the customer to exerience it, least hassle, free, most accessible.
Value: 10 = Ability to deliver most value for the customer.
Conclusions & advice
1) Focus on top listed content as much as possible.
2) Focus on content which increases other content. For example, book might increase press.
3) Reach competitive frequency in at least one content which matches your brand.
Always add value to content
Without added value above content and frequency will not deliver business results.
Content alone, without value, is only a cost and a distraction.
Read more about Value Content here.
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