Is Content King Still?

In 1966, Bill gates coined the phrase “content is king” and in today’s world, it still rings true. People are consuming more and more content every day with the increase of reliance on mobile devices and the internet. With that being said, the length of the content that is provided to consumers has shortened. This has created an important task for content marketers and businesses to create high-quality content that will draw in people as quickly as possible.

Is Content King Still?

Content can either attract more people or turn them away. Content that brands display should be relevant to their offerings and be easily identifiable by the target audience. Experts describe the content as materials used in traditional media as well as the new digital form of marketing which is rapidly growing, making this type most brands’ first choice. This is not only because it is cheaper, but it reaches a larger audience of consumers as opposed to the traditional forms like pamphlets, brochures, etc. No matter which forms of media a brand uses, the content provided is key to achieving the tangible results that are desired. Content can range from imagery to articles. to videos, and each should be carefully designed to create a unique message to capture an audience.

Content For Effective SEO

One of the most effective ways of reaching a large audience in the online space is by having strategically placed content that will improve any brand’s SEO for their website and/or blog. Search Engine Optimization, or SEO, improves search rankings on the search engines that are most used by consumers, like Google for example.

Content such as articles and blog posts should have keywords that link to the brand as well as the relevance of the information the individuals are looking for. Frequently optimized content can help direct traffic to a brand’s website organically and cost-effectively. Creating content consistently also gives the brand more opportunities to have a more reputable name within its market and in comparison to competitors.

Creating Engagement with Content

With the increase of brands using short-form videos in their marketing strategies, it has created more opportunities for the target market to engage with a brand. Involving consumers generates a better emotional response and feelings about a brand as they have become a part of its message. Content can either create or follow trends that are current, which keeps the brand more relevant.

Engagement can become infectious to consumers, and they can become a part of marketing campaigns. This will not only spread the word but perhaps even at a lower price, rather than hiring a social media influencer. Content that is fun for consumers to engage in can be very beneficial for brands.

Increase Sales Through Content

If the content has been generated to be fresh and relevant to the target market, it can increase sales for a brand. Content created effectively with the correct message that is informative and explains to the consumer how the brand and its offerings can fulfill a want or a need, will drive individuals towards making a purchase. Not only should content draw in a consumer to want to find out more, but a range of content can also provide a person with enough information and confidence that the purchase will be beneficial to them. Quality content is an important aspect of marketing, from creating leads all the way through to converting leads into sales.

Adding Value to a Brand with Content

Content is a big part of creating the image of a brand and the level at which it stands in comparison with its competitors. In fact, some of the biggest brands in the world have are able to create unique names for themselves with fresh and innovative content that consumers want to associate with. By doing this, it adds value to a brand in the consumer’s eyes.

For example, take a look at current and former Nike campaigns. They have used a set range of content in specific target markets and created an identity that many consumers today want to be part of. By wearing the Nike brand, they feel a sense of prestige and are part of a larger community around the world. This is a result of the strategic use of content that Nike as well as other brands have been using for years.

Additional Reading: 5 Tips for Optimizing Your Content Life Cycle – American Marketing Association (AMA)

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