Want more revenue and profit for your business? Of course you do; who doesn’t? But what really leads to profits? And how can digital deliver on that for your business?

Good questions, if I do say so myself. Even better: I’ve got some answers for you.

  • Content is king
  • Customer experience is queen
  • Data is the crown jewels

Okay, so these sound clever and all. But what do they mean in practice? Well, as it happens, I’ve got an answer for that, too, for you.

Let’s take a look at a typical customer for a moment. Andrea is a 43-year-old vice president of finance at a mid-sized tech company. She’s thinking about hiring your company. Or, she could be. Whether she goes from “thinking about it” to “really interested” relies on the experience she has with your company at every stage of her journey. That’s where the king, the queen, and the crown jewels come into play:

  • Content is king. Andrea has many questions as she moves from dream to decision. She might ask, “Will your product or service meet my needs?” or “How does it work in real life?” and “Why should I choose you?” Where will she find those answers? From you? From one of your partners? Or will she get the information she needs from your competitors? How do you respond to those questions? With your content. What helps you show up in search results? Your content. What do customers share on social media? You guessed it: content. Most customers know more about your products and services than your staff does. They definitely have more reasons to. Plus, your content is often the first thing customers see when they interact with your brand. So, what does your content say about you?
  • Customer experience is queen. Now, if content is king, customer experience—her entire experience—is the queen. Your brand isn’t just what you say about yourself; your brand is the sum of all the experiences, all the touchpoints your customer has with your business. Deliver on those touchpoints and watch your business grow. Underperform and you’re in trouble. In chess, the queen represents the single most powerful piece on the board. Beyoncé—Queen Bey to her legion of fans—represents the most powerful force in pop music. And as with Beyoncé and chess, customer experience represents the most powerful force for building your brand—or for damaging it.
  • Data is the crown jewels. Of course, if you want to have great content that answers Andrea’s questions and provides her a great experience every step of the way, you must have data. Data offers you insights into precisely what Andrea needs, as well as providing you information about how well your content answers her questions and provides a great experience throughout her journey. Just as you can’t drive a car when you can’t see where you’re going, you can’t grow your business without the right insights and information.

Now it doesn’t matter whether you’re selling to a mid-sized technology company or a middle-class family, a CFO or a senior citizen, an Andrea or an Andy.

Content is king. Customer experience is queen. And data is the crown jewels.

If you struggle to put these three concepts to work, your business will likely struggle too. But get them right and great things will happen. Revenue will grow. Profits will too. And, pretty soon, you might find yourself sitting in the middle of your very own kingdom.