Whether you work in digital marketing, a web agency or as an in-house marketing and communications manager you know that content is still king when it comes to any marketing campaign strategy. As technology has evolved consumers are less and less tolerant of advertising, they pay for software or upgrade their streaming accounts so they can skip the adverts in-between their tv shows, stop pop-ups or intrusive ads online and join mailing lists to prevent leaflets and 'letter drops' being posted through their doors. With this in mind marketers must face up to the challenge of producing something which is not only efficient and effective in communicating the product or service provided by their company but also engaging enough to attract AND KEEP consumers.
So What Is Content?
Content is how you express the essence of your brand, it's how you promote the products and services that you offer and educate and share your knowledge with your clients. It is your social media posts, your company emails and basically any form of writing out there with your name/brand attached to it. This is also known as content marketing. As defined by the content marketing institute:
“Quality content is part of all forms of marketing:
Social Media Marketing: Content marketing strategy comes before your social media strategy.
SEO: Search engines reward businesses that publish quality, consistent content.
PR: Successful PR strategies address issues readers care about, not their business.
PPC: For PPC to work, you need great content behind it.
Inbound Marketing: Content is key to driving inbound traffic and leads.
Content Strategy: Content strategy is part of most content marketing strategies.”
Content and SEO
Content has always been a key cornerstone of SEO (search engine optimisation) however with the rise of black hat techniques in other SEO activities like link building, writing meaningful, useful content has become the backbone of any successful SEO activity; following the philosophy of Kevin Costner in Field Of Dreams “If you build it then they will come.” or in this case “write it and they will come'.
Power To The Consumer
This demonstrates a clear shift in how businesses work and communicate with potential clients and consumers regardless of whether they are in the business-to-consumer or business-to-business market.
Content marketing has become a process of communicating with your potential and existing consumers and clients without 'selling' to them. It means that power has been passed to the consumer; marketing campaigns are designed to educate and excite them and in turn they reward a company's efforts with their business and brand loyalty. A good content marketing campaign can be done by any size of business in any industry providing it is done well. This makes it one of the most logical and appealing marketing strategies for any company to adopt. So what are you waiting for, get writing!