Stakeholder Content Marketing - The Value of Role Based Content

As content marketers become more savvy so does their approach to defining their target audience. A general population dubbed "the customer" is not assumed to be the only stakeholder in the content marketing world. Instead, a more global approach to understanding who has a vested interested in what is being shared and promoted can be seen. Common stakeholders include customers, business owners, employees and mainstream media. Additionally, these groups may be broken down further in order to speak a need specific to the sub-population.

Developing and releasing content with a specific stakeholder population in mind helps achieve the mantra of content marketing: provide quality relevant content. Further, in this age of information overload, anyone who can provide information that directly addresses the needs of a particular population can gain loyalty. Individuals waste enormous amounts of time looking for specific information. Often, even after all the looking, they may not find what they need and end up giving up or creating what they were seeking. By directly speaking to and meeting the needs of a stakeholder, you are telling them "I understand your needs and I can meet them." By saving the individual time and therefore, money, a regular user of the content is created.

A stakeholder approach to content also means understanding the preferences one has for receiving information. Business owners, for example, may appreciate information in a white paper format that lays out information in a problem and suggested approach format rather than the conversational approach of a blog. While the key part of the content marketing equation may be content, format is close second for many users. Further, to continue developing a relationship with a specific stakeholder population, it is necessary to elicit their feedback. True in today's online world, much of the feedback a marketer requires is done with a few clicks of a mouse. However, asking the target population about their needs helps build a connection and trust with them. It also provides an inside tract into what is happening in that segment of population. Perhaps, IT professionals are seeking a new data storage solution. By requesting feedback, you are given the opportunity to again provide relevant information that is needed in real time.

Finally, content marketing is not only an outward facing activity. One commonly neglected shareholder in the business world is an organization's employees. These individuals are key in brand awareness. Therefore, although a customer driven content marketing approach is valid and necessary, many organizations would be wise to also create internal marketing content that could bring its workforce together. They can utilize many of the same media internally - blogs, forums, newsletters - that they do so well externally. Similarly, an internal process may also wish to further break down and target the employee shareholder population with relevant and timely information.

The ever evolving world of content marketing can be hard to keep up with. Further trying to adapt every new approach to your needs may be a mistake. Stakeholder content marketing may have a very real and important use for your organization. However, it is necessary to first assess who the stakeholders are and how to reach them. Perhaps, you'll find that the populations are not that different. You may also discover you have a myriad of stakeholders to reach and need to define your new target audience in an attainable way. Whatever your situation, remember providing relevant and useful information is key.