‘Content is King’ is an old saying, but very relevant. It stems its root from an essay that Bill Gates wrote in 1996 in which he described the Internet as a marketplace for the content. This phrase is relatively old, but due to increased focus on content marketing strategies, the quote holds much relevance in the world of online marketing, search engine marketing and content marketing. Right now, your content strategy is the most important than ever before to mark your presence.
It has always been about content.
But, one needs to understand two things. First, its usability and function have revolutionalised, and second that creating more content won’t necessarily get you more search traffic. In the digital world as fast and vast as today’s, consumers are experiencing advertisements at every turn. However, this oversaturation has had a negative effect as consumers are boycotting brands for excessive advertising and complaining about ads on social media. Here, in this scenario, to remain relevant and get the right attention at the right time, without being spammy is the key. Hence, businesses are turning to content marketing strategies to reach their target audience.
Content is far more than just marketers.
Here, understanding the emergence of content marketing is important. When scroller searches or visits a website, they look for relevant, high-quality content. Here, content marketing is that strategic marketing technique that understands consumer desire for high-quality content and business’s desire to attract the target audience and, ultimately, make a sale.
What is then a good web content?
Good web content is unique; target specific groups; entertaining and informative; reader-friendly; well structured and error-free and optimized for search engines.
At its core, content marketing informs, entertains and educates through imagery or video content. The correct content marketing strategy centres around the customers rather than itself. It attracts people, rather than interrupts them, and it’s more about them than it is about you. Whether you work for a global company or is running a one-person shop, good content is good for your bottom line. It works as a great canvas for your brand and business to flourish.
Content Marketing and SEO, two ends of same thread.
‘Content is king’ is very often used in conjunction with Search Engine Optimization (SEO) also. It is crucial for companies to primarily think of great content before they take further measures in their SEO strategy as SEO without content marketing is like a body without a soul. Variety of factors influence the ranking. But, content is one of the most important criteria for ranking in search engines and only with high-quality content can the ranking of a site be optimized.
A good content strategy can serve as the cornerstone of nearly any marketing plan and the best time to start incorporating content marketing is now.
With content capabilities which is a mixture of language, expression and depth, content marketing can help your business grow through:
- Enhanced lead generation: When customers are impressed with the quality of your content and find them informative and engaging, they’re more likely to share their contact information, either to access more content or to learn more about your product.
- Branding: High-quality, engaging content is imminently shareable. The better your content, the more likely your current customers will want to share it with their peers – which not only increases brand exposure, shapes your brand but also gives potential customers a reason to trust your brand.
- Greater customer loyalty: Tracking the content needs of your customers gives a better understanding of what resonates with your target audience. In turn, more focused, valuable content engages your customers beyond the initial point of purchase and keeps them coming back for more.
Other than this, with digitalisation and rise of mobile, digital, and social technologies, traditional marketing became a commodity and is somewhere lost in a sea of media buy options. There was a time advertising was the king of marketing tactics. These days, brands are responding to new expectations from customers by providing relevant content through the entire purchase decision process.