From the course: Introduction to Content Marketing
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Content is more than a cost
From the course: Introduction to Content Marketing
Content is more than a cost
- Content can build authority, help grow your brand, and extend your reach. But unfortunately, all too often, leaders can incorrectly assume content is simply a cost. Meaning they view content as an expense, like travel, not as an asset worthy of investment because it has a direct impact on business goals over time. For example, TD Ameritrade offers a successful magazine for its customers who are active investors called "Think Money." Over time, the content in that magazine has engaged and influenced an important segment of TD Ameritrade's customers. In fact, they did the math and found that active investors who engage with the magazine's content are three times more likely to make a trade than other active investors. Simply put, that's a lot of repeat business for TD Ameritrade. If TD Ameritrade viewed content as only a cost, the company would have dropped the magazine a long time ago and left lots of money on…
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