Why Apple Might Need to Create Content to Thrive


Did you ever have those days (and weeks) where you feel like nothing is going right? Time and time again you get hit with hope-crushing events and it starts to feel like Murphy’s Law is following you around like a bad habit.

Well, don’t feel so bad. It happens to the best of us. In fact, it even happens to global tech giants like Apple.

According to recent news from Nikkei, Apple isn’t having the best luck lately. The innovative tech company is slowing production of iPhone 7 and iPhone 7 Plus devices due to sluggish sales.

And recent tech rumors suggest that Apple may be changing up its marketing strategies as a result of its slowed momentum.

Apple Needs New Content?

The Wall Street Journal weighed in on this rumor and reported that Apple may be adopting a new content publishing strategy by offering original video content and TV shows to its Apple Music subscribers. This could occur as early as the end of this year.

In September of 2016, Apple uploaded a new YouTube commercial advertising its “3 months free” Apple Music promotion. Is this promo a sign that the tech rumor may be true?

Apple May Be Losing Its Mojo

If there’s some substance to this speculation, it’s possible that Apple may be shifting some of its resources and time from its current hardware-based approach to focusing more on content initiatives.

It’s hard to imagine that a company like Apple would need new content to thrive since its innovative hardware solutions have dominated the industry. But, according to Facebook board member, Peter Thiel, Apple innovations may be no longer.

In a recent interview with Maureen Dowd of the New York Times, Thiel commented on the matter. When asked whether to confirm or deny that the age of Apple is over, he replied, “Confirm. We know what a smartphone looks like and does. It’s not the fault of Tim Cook, but it’s not an area where there will be any more innovation.”

Now before you Apple lovers start #BoycottingFacebook because of Thiel’s comments (I love my iPhone too!), there may be a lesson to learn from all of this.

Even the largest, most influential corporations realize the need to stay current and competitive. In today’s information-driven environment, staying competitive means implementing the strategies that get the right information (content) in front of the righteyeballs (potential customers).

And it doesn’t matter if your products are as innovative and popular as Apple’s and your company is worth billions. There is one constant that never seems to evade the most successful and influential companies in the world. And that is GREAT CONTENT.

For Apple, putting the focus on creating valuable content throughout the next decade may be what’s necessary to remain a dominant tech superpower.

What Makes Up GREAT Content?

You don’t have to be as large as Apple to create amazing content. Creating great content has more to do with satisfying and delighting your potential customers, rather than crafting award-winning prose.

For Apple, creating great content may mean publishing original videos to gain more Apple Music subscribers.

For your company, it could equate to posting three blog posts a week that answer the deepest questions of your target audience. Doing so could build leads for your business.

Regardless of whether you are Apple or you are selling tap shoes online, here are some keys to creating great content that will help to build your brand and grow your business:

1. Focus on a targeted audience and know them intimately – Don’t create content for content’s sake. Know your target audience’s pain points, find out what they strive for, what their objections are and speak to them directly with your content.

2. Know what stage your audience is in – Craft specific content targeted to the stages of your sales cycle. For example, avoid selling your flagship product on your blog posts. Your blog is a great place to educate your audience and acquire leads. Reserve the sales-focused content for warm leads who have already expressed interest in your offerings. An example of a warm lead would be a subscriber on your email list who opted in to receive free, valuable content.

3. High-quality; fluff-free – Does your content include helpful information your targeted audience can walk away with and utilize? Think objectively and imagine you are a reader of your content for the first time. Would you be delighted with it and feel more connected to your brand after reading/viewing it?

These points outline some of the basic tenets of a successful content strategy. While there are more complexities involved, at the core of every great content strategy, you will likely find these principles represented.

Is Apple Doomed?

What will be Apple’s fate? Only time will tell.

I doubt the innovative tech giant will be losing too much momentum anytime soon. But, we can certainly take away one thing from Apple’s marginal downward trend. Even the largest, most successful companies need content. And if Apple needs great content, so do you. Now go create some awesome content and crush it!

Need some help crushing it with your content? We’ve got you covered. Get 3 high-performing, lead-generating content ideas here for FREE. These ideas will help you target your customers, build qualified leads and get your content in front of the right people who will want to buy from you. Apple enthusiasts welcomed, too.

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