All content is content marketing: why you should take care with all your content

Quick – what’s the first thing that springs to mind when you read the phrase ‘content marketing’? Perhaps it’s a case study, or a white paper, or one of the many pieces of content that you work on every day.

Things like ‘technical manual’ or ‘internal training materials’ may not have sprung to mind as readily, but they’re still important pieces of content. They all communicate your company’s personality and brand, and they all consequentially have an impact on how your customers view you. A difficult technical manual may give them the impression that you are a difficult company to deal with, and even internal documents are important; if they don’t inspire your staff to represent your company, then your staff won’t inspire your customers to buy from you.

Of course, you don’t have time to go and inspect every piece of content that is produced by your company; there’s just too much there. What are needed are some comprehensive brand guidelines, which everyone in the company can follow, to do the job of keeping your content on-message for you. You might already have brand guidelines, but try reading them from a non-marketing perspective. Would they make sense to you? If not, then they might need some reworking to apply to a wider audience. Perhaps you could even make dedicated guidelines for specific types on non-marketing content, if you produce enough of them.

It might also be a good idea to hold a training day, or a workshop, so that everyone in the business understands the impact their content can have on your brand reputation and perception. Combined with easy-to-follow, well-defined brand guidelines, you can ensure that the content you produce sends a consistently positive message to your customers.