It’s time for us to develop content from a resource marketing paradigm. Providing something useful, like the dictionary defines the resource , is key to achieving content marketing goals. We need to stop thinking about building more stuff and start thinking about how to build useful stuff that helps solve our audience’s problems in a meaningful way.
Content vs Resource
Content can be a resource and a resource can be Belize WhatsApp Number List content, so it is important to distinguish how we can differentiate between the two. In short:
- Content generally provides information. Resources provide solutions to problems.
- Content can address any question or topic. The resources specifically address the needs of the target audience.
- Content may be superficial. Resources, because of their need to solve problems, should be reasonably comprehensive.
- Content can be randomly arranged. Resources need a sufficiently cohesive organization to effectively solve public problems.
- The content says to an audience, “I have these things to say, come hear me out.” Resources appeal to the audience: “We understand that you have these problems or needs, let us help you solve them.”
Still unclear? Let me show you some examples.
Home Depot vs. Lowe’s
One of the easiest ways to create a resource is to take content and organize it into discrete, comprehensive problem-solving units that effectively address higher-order needs. That’s what Home Depot has done with its DIY projects and ideas site.
Content is organized into categories and then divided into individual projects. All the content of a project is accessible through a single page and enough to take it from start to finish. The organization is streamlined and the navigation is user-friendly, so finding what you’re looking for is easy and simple.
It would have been much easier for Home Depot to create a bunch of little blog posts with generic clickbait titles like WARNING: 5 things you don’t want to forget when installing a ceiling fan ! It would certainly have provided more fodder for his Facebook page. Instead, The Home Depot decided that if you want to install a ceiling fan, you should be able to go to one place and get all the information you need – step-by-step instructions, checklists, and videos. The value of this resource to the public is enormous.
In contrast, here’s some content that I wouldn’t call a resource: Lowe’s How-To and Buying Guide
Library. Lowe’s offers categories, but doesn’t organize the content to really make it easy for me to find what I need. How-to content is buried between shopping guides of dubious value that are thinly veiled excuses to link to his store.
Many areas of the library suffer from content overload – a direct result of the endless create-publish-share cycle that makes it impossible to let the best content shine. (Over 1000 articles about gardens? How the hell is he supposed to find a gem in all of this?) Many articles are just a wall of text, with no descriptive images or videos. Sure, every piece of content has some value, but nothing brings it together in a way that makes it a cohesive resource for problem solving.
The Home Depot has intentionally limited the amount of content to ensure it’s findable, easy to navigate, and of higher quality. Lowe didn’t. That’s why Home Depot offers a resource, while Lowe’s only has content.