C is for Content

Content

Information made available by a website or other electronic medium- The Oxford Dictionaries
Defining the word is easy – but actually understanding exactly what it entails and how to include it in your marketing strategy is a whole other level.

 

What?

Though ‘content’ trends more on Google, the term ‘content marketing’ is steadily rising in popularity. This is because of the trend in inbound marketing which revolves around the creation of content in order to attract readers, followers, and, therefore: buyers.
From 2014 onwards there was a sudden surge in the use of content marketing – leaders in the industry started to realise that digital marketing couldn’t function the way traditional marketing does. You couldn’t simply shout at people in order to sell your product – the internet can’t just be used as an extension to billboards. If you really want to be successful you’ve got to engage your audience.

But how?

Content is whatever is found on your website or social media platforms. It’s anything you produce or create – from images to text to video. Great content inspires and generates interest – great content is shareable. So the main aim for you and your content should be for it to be interesting and shareable so that it creates discussions about and around your brand.
One of the best (but not easiest) ways of doing this is through a blog. These days most websites have a blog which is used as an extension of their brand. That doesn’t mean that everyone with a blog is using it properly. Posting once every blue moon won’t get you anywhere, neither will boring content which doesn’t provide any value.
The first thing you’ve got to do if you’re serious about your content is to come up with a content marketing strategy. Plan out the next three months’ content with an easy to understand schedule with clear deadlines. Don’t be afraid to plan topics in advance, but do allow for some posts which are relevant to things happening at the time.
 
For your blog’s content to be successful it must be actionable, interesting, and engaging. Remember that you’re not talking at your readers… you’re engaging in long term dialogue, and if you work at it you’ll see the same people interacting with your brand over and over again, these are the most loyal people who will take your brand to the next level.

Why should I care?

• It makes your brand more human, it shows who you are, and can be used to establish you as a leader in the field.
• It’s great for your SEO because fresh, frequent content will help you rank higher in search results since it shows you’re more than just an advertising space.
• It directly drives traffic to your website, and can boost overall engagement with your brand.

This is of course just the tip of the ice berg and there are many more reasons as to why content is king. It’s a world of many interconnected layers waiting for you to explore it – so if you haven’t delved into the world of content it’s about time you did.