King with crown
Mar 14, 2016
Amanda O'Donovan


Content rules. It’s been said often enough, so I think we all get it. But is there more? Jonathan Perelman certainly believes so. When at BuzzFeed, he introduced the concept of distribution as the power behind the content throne. At a recent Rogers Talks small business presentation, the panelists also emphasized the importance of putting content in context. For content to be successful, several stars need to align. It’s all about knowing what information your audience is searching for, respecting the way people like to consume content, choosing the right communication platforms to connect with them and framing your message in a way that is instantly recognizable and immediately relevant.


Content for Customer Engagement

Who are you talking to, and what attracts them? Do your research to discover how, when and what to deliver to nurture relationships and achieve objectives. Use your content to create emotional connections, because when people feel good about your products and services they’re more likely to buy them. Focus on making your message interesting, consistent and valuable and your content will naturally lead to greater, and more profitable, customer engagement.

Content Distribution Channels

To reach your target, you must use the right channels, or your customers won’t get your message. Do they prefer small, digestible chunks of information? Are they searching for in-depth expert opinion and thought leadership-maybe in the form of whitepapers, eBooks or articles? Do they tend to seek advice from peer groups? Will they want to interact with your brand? Use different platforms to match their intentions. For example, a tweet could drive customers to an informative blog or landing page.? Create an emotional, interactive connection via a Facebook fan page, and share valuable content or relevant news articles. Maybe use LinkedIn to distribute case studies-stories of business success that include genuine and meaningful client testimonials.

Putting Your Content in Context

Understand why your audience is looking for information, and what help is needed. Empathize with their problems, and demonstrate how you can get rid of their pains. Frame your message in a way your customers find relatable, using relevant, credible examples of situations they will recognize. By shaping your content to fit your audience, you can educate, nurture and provide meaningful answers where your competitors don’t.


Amanda O’Donovan is a Senior Content Writer + Communications Specialist, based in Toronto. You can contact her at 416.456.3859, or through LinkedIn