Providing Value High-impact content is useful content. It may solve a particular problem that someone is facing or answer a question that someone has. It may even just package up a bunch of information that people need so that it is all available in one place. Util- ity is an essential component of high-impact content, and as we will see later on in this eBook, creating useful content will also help ensure that people share it with others. Below are some basic concepts to keep in mind when creating your content to make sure that it provides real value to your target audience: » Create how-to content that provides practical advice or step-by-step instructions » Offer thought leadership about what’s going on in your industry rather than just information about your product or company » Share proprietary research, analysis, and insights that people won’t get anywhere else » Point people to valuable resources, even if they are not your own » Develop online assessments and other tools that people can use to evaluate something and get feedback to help them improve Ultimately, the more actionable and utilitarian your content is, the more useful it will be. Representing Your Company's Brand Aspirations Your content is a very public reflection of your company that will leave an impres- sion in the minds of the people who consume it. As such, it needs to accu- rately reflect how you want people to perceive your brand in the market. The more people’s impressions align with the one you are trying to create, the more you will be able to use your content to build your company’s brand. It Takes a Content Factory! | 27