By Amit Vyas, CEO of Nexa
In a climate of information overload, an agency’s ability to build a bank of knowledge is crucial. It involves a comprehensive commitment to content that elevates thought-leadership and helps build meaningful connections among your industry and clients.
Why building your own bank of knowledge is important
We’re in a highly competitive industry and therefore it’s important to find ways of differentiating our agency from others. One of our differentials is focused on knowledge sharing and helping to educate people about digital marketing and sales.
It’s not just about creating a vast content library but creating a bank of content that makes strategic sense. The content, therefore, needs to support the overall marketing and sales strategy in a multi-faceted way. This extends from the top-of-funnel content all the way down to the bottom-of-funnel content.
Nexa’s blog and the Digital Growth Show (webinar and podcast) are designed for this very purpose. Through these channels, we are able to tackle complex problems and provide digestible solutions for our audiences.
Benefits of building your own bank of knowledge
There are multiple benefits to amass by building a bank of knowledge. For one, it helps you to establish yourself as an industry leader while simultaneously building credibility in the market for clients, competitors, and future employees.
In following on from that, sharing a wealth of knowledge also builds trust, which is crucial in relationship-building. A dedication to being transparent means sharing a lot of information, which can often include trade secrets and practical 'how-to' guides. In doing this, you’ll be producing valuable content that has the power to boost rankings and therefore increase online brand visibility, resulting in positive knock-on effects.
In Nexa’s case, our knowledge bank has also helped us to attract new clients. Blog posts generate a significant number of leads, while the Digital Growth Show has also attributed to over 70 new account wins since its launch in May 2020. To monitor the performance of our content, we have deep-tracking in place using HubSpot to measure the effectiveness of all of our content. This helps us to improve and understand how our audience is engaging with us.
Most useful/effective form of content to consider
Let me begin by saying that all of the content shared needs to be helpful and informative. Whether it’s connecting with a viewer, listener, or reader, you want to reward them for sharing their time with you by having learnt something valuable.
There needs to be a focus on creating a consistent and well-rounded content strategy that includes the likes of live webinars, podcasts, blog posts, and e-books. This way, you’re able to engage with people in their preferred format while allowing you to unpack topics in multiple ways.
Nexa produces all of the aforementioned types of content above, as well as our most recent whitepaper titled "An Introduction to Web 3.0 and the Metaverse." For these types of content to be effective, they need to be thorough from a research standpoint and contain comprehensive overviews of the given topic. They need to serve a purpose with longevity in mind.