What Is the Concept of Content Value?

One of the concepts that you’ll need to understand is “content value.” In other words, what makes content valuable for a clearly defined audience?

Cassandra Naji, the Director of Learning & Development at Animalz, provides a clear explanation of this concept in a post entitled, “The Content Value Curve,” which was published on the content marketing agency’s blog on Oct. 11, 2021.

She said, “Content adds value to the reader by enabling that reader to do something or to think something; it can add tactical value (do something) or strategic value (think something).”

Naji added, “Generally, the more strategic value a piece of content adds, the less likely it is to add tactical value, and vice versa.” Why? Because tactical and strategic content offer significantly different value to radically different audiences.

She explained, “Tactical content is situationally relevant. This kind of content is helpful for one person trying to solve a particular problem, but it isn’t very interesting to anyone who doesn’t have that particular problem.” She added, “Tactical content reaches tactical readers or folks lower down the marketing food chain.”

Naji continued, “Content adds strategic value when it equips the reader with a new conceptual framework, a new first principle, or a new perspective.” She added, “Strategic readers—executives and decision‐makers—need frameworks and first principles, not instructions on how to do their job.”