What is a content value proposition?
A content value proposition helps convey the significance of content and its impact on your organization. It is essentially a commitment to producing the highest quality content, addressing your audience's needs, and all whilst achieving business objectives.
Although, overall, it is different to a unique value proposition (UVP), a content value proposition also articulates what distinguishes your organization's content from that of its marketplace competitors.
Crafting the positioning statement for your content involves truly understanding how content affects your audiences' overall user experience.
For example:
- What value does your content provide for users?
- How does your content help users to address a challenge they have or fulfill a need/desire?
- What sets your content apart or makes it superior to the competition?
Why does your organization need a content value proposition?
Content value propositions are particularly useful if your content or marketing team has ever faced challenges with, for example, getting senior stakeholders bought into the value of creating good content or if your organization has a complex proposition and therefore creates content that serves many different product or service lines.
A content value proposition can therefore act as an internal communication tool — in elevator pitch form — to help stakeholders understand why investing in content creation (and a good team) is important, as well as how it can impact the success levels of an organization.