11 Key Advantages Of Developing A Long-Term Content Strategy

Expert Panel® Forbes Councils Members

Creating a long-term content strategy allows your business to focus more on the big picture rather than constantly getting hung up on evolving variables and nitty-gritty details. While it may seem as if you only have enough time to execute your content strategy on a campaign-by-campaign basis, establishing effective, long-term methods of meeting important business objectives can bring a lot more value to your company.

You can make small, incremental adjustments to your content strategy to ensure that it continuously moves you toward meeting your goals over a longer period of time. Below, 11 Forbes Coaches Council members discuss the value of investing in a long-term content strategy as opposed to a campaign-by-campaign approach.

Featured members share key advantages of developing a long-term content strategy.
Forbes Coaches Council members share key advantages of developing a long-term content strategy. 

1. You Can Build More Consistent Momentum

Long-term content strategies build momentum and continue to realize high performance and compounding returns with a constant focus on creating and distributing exceptional content. These strategies are typically structured, consistent and connected to greater goals. Campaign-based approaches are great for experimenting with new messaging or trying a new audience or channel, but they can also be disparate or have inconsistent results. – Jacob Warwick, ThinkWarwick

2. You Can Add Value That Builds Trust

Both long-term and campaign-by-campaign content strategies are important and serve their own purposes. The value of a long-term content strategy is multifaceted: It establishes continuity, top-of-mind awareness, an area of expertise and brand reliability. All of this combined makes up the greatest benefit of a long-term content strategy: It adds value that builds trust. – Lillit Cholakian, NewGen Global Leaders

3. You Can Create Fans, Not Just Readers

Persuading a person to pay attention to your company’s message requires both a long-term strategy, comprised of your brand’s keywords and messages, and a campaign-by-campaign approach. The first value of a long-term strategy is that it gives the marketer longitudinal insights that are not visible when taking a piecemeal approach. The second advantage is that a longer-term approach creates fans, not just readers. – Ben Levitan, Cedalion Partners

4. You Can Build Broad Awareness

A long-term content strategy builds trust, as clients can see the consistency of messaging and the congruence of actions. They learn what the company stands for, how it operates and how it interacts with other clients. The campaign-by-campaign approach highlights upcoming opportunities. The former is about building awareness; the latter is about directing focus toward a particular event or product. – Csaba Toth, ICQ Global

5. You Can Connect With Your Ideal Client

For many years now, I’ve advised my professional service clients to speak to the goals, opportunities and challenges of their ideal clients. This is hands down the best strategy I’ve seen for making thought leadership content actually work. It’s not about the themes or content types. It’s about what’s top of mind with people you want to connect with. – Randy Shattuck, The Shattuck Group

6. You Can Be Perceived As An Experienced Partner

A long-term content strategy is focused on your vision to offer your target customers sustainable and valuable help with their problems, which goes beyond the actual problem your product solves. It is about creating trust and being perceived as an experienced partner so that the customer asks for your offer. The campaign only intends to sell and neglects the customer’s overall problem. – Michael Thiemann, Strategy-Lab™

7. You Can Create Compound Growth

A long-term content strategy allows your efforts to compound because you are slowly building the “know, like and trust” feeling that potential clients need if they are going to decide to work with you. You may find quicker, short-term results each time with a campaign-by-campaign approach, but the compound growth from a long-term strategy will well outpace those short-term wins over time. – Cole Taylor, The Starting Line

8. You Can Provide A Narrative That Resonates

A long-term content strategy can provide a coherent narrative that is consistent with the brand value associated with the company’s products and services. It is intentional and layered, with resonance being built over time. A campaign approach works when it aims to deliver at a transactional level, but it is difficult to build upon it effectively without an overarching canvas to guide the execution. – Thomas Lim, Singapore Public Service, SportSG

9. You Can Be Consistently Memorable

Campaigns can serve a purpose, but they are often forgettable. Building a long-term content strategy helps you build credibility and credentials in real time. In planning this strategy, consistency will help you get and keep your message in front of people in real time. Don’t let such an important aspect of your marketing become forgettable through campaigns; focus on being consistently memorable. – Jon Dwoskin, The Jon Dwoskin Experience

10. You Can Engender Loyalty And Trust

In order to build a credible reputation, one needs a winning, long-term content strategy that engenders loyalty and trust and can attract new clients. A campaign is done for a specific target, homing in on your offering for a specific segment. A campaign can be converted into being part of the longer-term strategy if it is relevant to your branding goals. – Arthi Rabikrisson, Prerna Advisory

11. You Can Engage Leads In Every Part Of The Sales Funnel

A long-term content strategy helps to foster client trust, developing clientele across the heatmap spectrum in the sales funnel—from cold leads to warm leads to those who engage or sign up for your program. Timing is also important for attracting potential clients; having a long-term content strategy, as opposed to a campaign-by-campaign strategy, avoids the potential to miss clients in between campaigns. – Luke Feldmeier, Online Leadership Training – Career and Leadership Accelerator for Engineers