"What Most Companies Get Wrong About Content Strategy (And How To Fix It) [Rose-Colored Glasses]"

"What Most Companies Get Wrong About Content Strategy (And How To Fix It) [Rose-Colored Glasses]"

In business, content is water Content is every business’s core operating system. It’s the communication between the social group and the customers it creates. It’s the body of knowledge that describes the method by which the business operates. It’s the main ingredient of the experiences created to showcase products in the marketplace, and it’s the core to helping customers derive the most value from the product or service.

Content gets created with little purpose and without understanding how it affects the business’s big picture. A content strategy’s entire purpose is to improve the quality of the water. Content expresses a business’ strategy – it’s the byproduct of any one function (whether that’s brand value, lead generation, sales enablement, customer service, or internal knowledge management initiative).

The answer is to elevate content strategy to the level of business strategy. That means every content strategy needs a planning and prioritization step – an awareness of what the teams will create, not simply a measurement of what they created. They need a process for making deliberate choices about what content they should create.

Differentiating your brand comes from having the awareness and processes to direct all of the business’ knowledge into the most meaningful communication and experiences. The real value of a content strategy has almost nothing to do with the content and everything to do with the awareness of how content is essential, how it connects everything all around us that makes up the business.

"The Flexport Business Model – How Does Flexport Make Money?"

Flexport is a digitally enabled freight forwarder that helps other businesses to transport and store goods across the globe. The business model of Flexport is based on various services around the shipment of goods. Their main source of income comes from the fees of transporting goods. Other revenue streams include storing goods (i.e. warehousing), their customs brokerage, shipment insurance as well as trade financing offers.

While private and small packages can be sent across the globe without much hassle, bigger shipments (normally above 150kg) incur much greater complexity. Companies have to ensure proper customs handling, be familiar with local regulations, transport the goods on time while not damaging the shipment. Traditionally, so called freight forwarders have taken over those duties. To ensure shipments of the highest quality, these freight forwarders are not only experts in their local markets, but possess a great network of partners carrying out the transport.

In order to coordinate the shipment, freight forwarders heavily rely on frequent communication using Emails, fax, telephone and spreadsheets. In comes Flexport, which has built a set of software solutions for companies to manage and track their logistics activities. More specifically, Flexport offers shipments via ocean, air and truck. The execution of these activities are either sourced out to other firms (i.e. ocean shipment via a vessel) or managed by their own fleet (Flexport, for instance, charters their own airplane).

Additionally, Flexport provides other supply chain services around the shipment. For instance, it can handle customs filling or offer shipment insurance. Customers can also apply for loans to accelerate their supply chain efforts. Users can track all ongoing orders (e.g., current location or customs status), communicate with and even order directly from suppliers, receive insights on business-critical metrics, store relevant documents, and so much more.

Flexport's success can be attributed to various factors. One of them being the timing of their entry into the market. The bankruptcy of the world's seventh-largest shipping line created a gap that Flexport was able to fill. Additionally, the ongoing trade wars between China and the United States provided an opportunity for Flexport to build more warehouses and offer features that would help customers avoid paying tariffs.

The business model of Flexport is based on becoming a full-stack software provider that can digitize any supply chain-related process. In essence, Flexport wants to be able to track any form of shipment to get rid of the transparency issues that have plagued the supply chain industry for centuries.

In terms of revenue, Flexport applies storage charges in case the products have to be stored for an extended amount of time. They also earn higher margins compared to traditional freight forwarders because they don't own and operate costly air carriers, trucks, and other logistics infrastructure.

Overall, content strategy and the business model of companies like Flexport highlight the importance of understanding the bigger picture and aligning strategies to drive success. Here are three actionable advice to consider:

1. Prioritize content strategy: Elevate content strategy to the level of business strategy. Make deliberate choices about what content to create and ensure it aligns with the overall objectives of the business.

2. Embrace digital solutions: Explore how digital solutions can streamline operations and improve efficiency. Just like Flexport, leverage software solutions to manage and track logistics activities, providing better visibility and control.

3. Adapt to market opportunities: Stay aware of market trends and seize opportunities that arise. Flexport's success was partially due to their ability to fill a gap in the market created by the bankruptcy of a major shipping line and the ongoing trade wars. Stay agile and adapt your business model accordingly.

In conclusion, content strategy and business models play a crucial role in the success of companies. By prioritizing content strategy, embracing digital solutions, and adapting to market opportunities, businesses can improve their overall performance and achieve sustainable growth.