A strong digital marketing strategy is made up of many different components. From social media to search engines, it can be difficult to know where we need to focus our attention. While each piece of the digital marketing strategy is important for effectively promoting business online, some elements will be more crucial than others. For example, the content we create is arguably the most important part of digital marketing efforts. Content marketing not only helps to build trust and connect with the target audience but also acts as fuel for other marketing techniques. It’s the base upon which we promote our business online, so it’s essential to give it the attention it deserves. That is why we say Content is King.
Let’s know about Content.
What is the content?
Content is the way of communication and influencing the audience. It is a crucial element that helps to educate the audience to make smart purchasing decisions. Content helps a marketer to become more visible online, both on search engines and in social media.
Content is the ultimate way to reach customers. The more powerful your content is the more trust you can gain from your customers.
Let’s see what content does.
What content does: Content provides value to the visitor. So, the perception of content is to influence the public positively. What content does is given below:
Helps positioning as an expert
Improve brand awareness
Improve search engine ranking
Acquire and retain customers
Generate (blog) traffic
Generate new leads
Types of content: Content can be of many types. Let’s see some types
Any article can be a content
Along these, there are many other processes too. As these are used widely some mentioned it.
Tools of content: The tools for content include the following things.
The seeding of content is placing it on social media like Facebook, Twitter, and Google+.
Criteria for good content:
The basis for relevant content is quality text. Good web content fulfills several criteria:
Target specific groups
Entertaining and informative
Reader-friendly, well structure and error-free
Optimized for search engines
Importance of Content: The importance of content is endless. Here we have given some points.
Content helps customers to gain proper knowledge about the product or the service.
It’s the way of gaining the trust of customers.
Quality content can be linked-to all over the web, increasing traffic to website and building authority with search engines.
Strong pieces of content can help you become more visible online, both on search engines and in social media.
Content drives social media strategies.
It’s termed as the fuel of SEO.
Customer engagement mostly depends on quality content.
Advantages of Content Analysis:
The content analysis offers several advantages to the marketer who considers using it. In particular, content analysis:
Looks directly at communication via texts or transcripts, and hence gets at the central aspect of social interaction.
It can allow for both quantitative and qualitative operations.
It can provide valuable historical/cultural insights over time through analysis of texts.
It allows a closeness to the text which can alternate between specific categories and relationships and also statistically analyzes the coded form of the text.
It can be used to interpret texts for purposes such as the development of expert systems.
It is an unobtrusive means of analyzing interactions.
Provides insight into complex models of human thought and language use.
Why content marketing is King:
Content is termed as the king as it’s the most unique, high-quality, interesting and relevant way to gain the success of companies. What actually content does, let’s see
It’s great for SEO or search engine optimization.
The more we talk about articles and posts, we have to use keywords and everything. So, we are going to rank well online
It’s going to be easier for people to find content whenever they are googling stuff.
It encourages engagement.
Good content encourages users to engage with the brand and with the post also.
Maybe they are going to share it with their audiences as well, and that helps to get more traffic.
Content brings growth.
Good content increases the customer’s interest as it adds value to the product.
It helps the customer to trust the product so growth comes.
Besides these, there is another issue too. Content is considered the “new black” of marketing. It’s centered on the customers rather than themselves. It attracts people rather than interrupts them.
Another reason for the rise of content is because media has become democratized. We live in a world where everyone can get involved with it, even though succeeding with it is something else entirely. We can write a blog or record a podcast and video if we have a phone.
There are some other strategic reasons why content is always king.
Here’s a closer look why.
All of the social media is content. It’s much more than just “owned media” such as a blog or a website, as it’s a critical aspect of earned media.
Could you imagine what Facebook, Twitter, LinkedIn, and Snapchat would be if they didn’t have content? There would be blank spaces that no one would visit because they do not need to.
Even paid media – advertising – depends on content. There may be some creativity involved, but ads are still a kind of content. As the mixture of paid, owned and earned media is becoming ever more complex and creating new kinds of marketing, such as native advertising – a combination of owned and paid media – it’s never been more important to create a viable content strategy.
The Culture of Content Marketing
Content is for more than just marketers. Content comes from the entire organization but predominantly comes from the public-facing functions like customer service, sales, marketing, and product development, as well as the executive suite.
We’re seeing the rise in the culture of content because brands are publishers, and employees are also becoming publishers. Some might shrug it off as noise instead of being a signal, but as channels, platforms, and devices become more proliferated, employees are becoming better able to be the voice of their brand.
When we include the requests made by social media, thought leadership, sales, real-time marketing, customer service, and recruit teams, and we’ll see there’s never been more demand for the continued creation, refinement, repurposing, and reformatting of content.
Content can be used to elevate several functions, such as diverting calls from call centers and social selling, to increasingly effective digital channels. Smart organizations spread the word of this message because it saves money, empowers employees, thought leadership, and other benefits.
Advertising is Eclipsing
Digital advertising such as takeovers, banners, videos, and other formats are becoming less efficient. More people than ever are using ad blockers to deal with the problem of ad fraud. Marketers are faced with the challenge of finding new ways to reach their consumers, in a way that makes them happy rather than makes them angry.
Rose Burberry-Martin, Marketing Coordinator for Chisholm, Chisholm, & Kilpatrick reiterated this when she told me “This is where content marketing comes in. Content marketing informs, entertains, educates, and offers utility. It’s also there when people decide they want it, rather than trying to thrust itself upon them.
Traditional marketing has become a commodity and is lost in a sea of media buy options following the rise of mobile, digital, and social technologies. There was a time advertising was the king of marketing tactics and channels due to it costing the most. These days, brands are responding to new expectations from customers by providing relevant content through the entire purchase decision process.
Sophisticated marketers are finding the marketing avenues that offer them greater levels of control, while advertising is staying at a costly price even if it is becoming less effective.
Long gone are the days when marketing initiatives would be locked ahead of time. Real-time marketing has become a major challenge for many organizations to be relevant, provide great customer service, and offer relevance and direction as news breaks and events happen. With all of this come constant challenges, but the potential for major rewards including relevance, newsworthiness, and being at the forefront of the minds of your audience.
Even so, being prepared for – and going through with – real-time marketing takes an incredibly focused content strategy, training, triage and close-collaboration with departments outside of marketing such as legal.
Content can be found everywhere – from beacons, sensors, the Internet of Things, and everything in-between. We’re reaching a point where just about everything will be or involve, content; from appliances and clothing to locations and vehicles. According to Jim Epton, Director of Marketing at Domain Hunter Gatherer, “Marketers have already begun to collaborate with IT and product groups to create content based on the way people live their lives, what they do, and where they are when doing it.”
Content is quickly moving past marketing and is becoming a piece of the puzzle that is the way people interact with the world around them.
Content is the foundation of the digital marketing strategy. Without it, we have to struggle to attract the attention of customers which we need to collect leads and convert them into paying customers. When we can create great pieces of content, however, we will be more successful in easily than other digital marketing efforts.