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Transcript

1. The Five Content Strategy Archetypes Oma Akhtar Industry Analyst at Prophet
2. Content as Presence
3. This archetype is all about content that is promo8onal and aimed at reaching a wide audience. It focuses purely on promo8ng the brand, rather than the company, or its products.
4. Content as Currency
5. It involves delivering valuable, proprietary informa8on to a customer in exchange for them considering your product or services.
6. Content as a Window
7. This archetype’s goal is to promote transparency and loyalty by highligh8ng the company’s values, prac8ces, and employees. Its especially good for companies whose products and services are considered “risky” and have to address consumer concerns about safety or ethics before engaging.
8. Content as Community
9. This archetype’s goal is to promote transparency and loyalty by highligh8ng the company’s values, prac8ces, and employees. Its especially good for companies whose products and services are considered “risky” and have to address consumer concerns about safety or ethics before engaging.
10. Content as Support
11. Some8mes the customer’s biggest need is unsexy, product-focused content that simply tells them how to purchase, use, repair or upgrade a product or service.