Content Marketing: Is Content Really King?

“Content is king” must be one of the most over used phrases in the digital marketing industry. More than two decades after Bill Gates’ “Content Is King” essay and we still find ourselves confused by this phrase. There are various interpretations and many ways of incorporating it into your digital marketing strategy. But what does it mean for you or your business? An approach that works for one business will not necessarily work for another. However, a good place to start making content marketing work for your business or website is to understand the basics of content marketing.

What is content marketing?

Content is information made available to a target audience. This information can be conveyed or presented in various forms. It includes and is not limited to videos, podcasts, infographics, blog posts and newsletters. Even tweets or Facebook posts can form part of your content marketing strategy. The form of your content depends greatly on the message being conveyed and the audience it is intended for. For instance, if you are targeting tech-savvy millennials, you would do far better tweeting a link to an infographic than if you tried sending them an email newsletter.

Why do I need content?

Content is an integral part of any website and marketing campaign. The content on your website provides context and understanding of what you have to offer. Your content needs to be clear, easy to understand and have the ability to grip your audience.

How do I create great content?

The internet gives us access to millions of websites that churn out tons of content on a daily basis. When creating your own content, make sure your content stands out by creating good quality work. When creating content it is important to consider its usefulness, its relevancy and its purpose.

  1. Useful – Create content that is useful to your target audience. Pay attention to the questions your customers or potential customers are asking and provide them with the best possible answers.
  2. Relevant – Provide your target audience with content that is relevant to them and your industry. Stay in your lane. Produce content that will help establish you as a leader within your industry.
  3. Purpose – Every piece of content you produce needs to have a purpose. Content can be used to provide valuable information, answer questions and increase conversions for your business. Find a clear purpose for your content and then decide on the best possible approach to get that purpose to your audience.

As I have mentioned before, there are many approaches and strategies to content marketing. This is just but one approach that I believe works. It is important to find the content marketing strategy that works for you. Then using that strategy as a vehicle to deliver good quality content to your audience. If you have a different approach to creating content, please feel free to share your opinions and ideas in the comments section below. I would love to hear from you.

 

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