‘Content is king’, everyone has heard of the phrase, but what does this actually mean? The quote originates from an essay Bill Gates wrote in 1996 where he describes the Internet as a marketplace for content. Although the phrase is not a new one, it is one used regularly as digital marketing strategies for businesses continue to grow.
Companies have started to realise the importance of sharing content in order to increase their brand profile in what has become a very busy digital marketplace. There is more value to this content than most would normally consider and here’s why…
Be seen as an expert within your industry. Creating quality pieces of content gives you the opportunity to demonstrate your expertise and be considered as a thought leader within your own industry. Share examples of what you have achieved for others to understand how they could either learn from you, or why they would want to work with you.
Opens a conversation with your audience. Engagement with your audience online a key success to your content. Encourage your readers to have an opinion, but if they do, ensure you respond to them in a timely manner to encourage further engagement and spark further conversation from other readers.
Builds brand loyalty. Providing valuable content that your audience reacts to increases your brand loyalty. This will strengthen your online presence as people outside of your existing audience reach will start to see your content, and if interested, will start to research you further to gain a better understanding of who and what you represent. Content marketing is becoming the most effective way to attract new customers as they start to relate to your brand.
Increases your SEO behind the scenes. Unique content on your website has a significant impact on your SEO and search rankings. Publishing this unique content regularly (between 300-500 words) with strategically placed keywords, internal links within your own website and to external relevant content, helps a website to rank organically. Consider the amount of content you have on your website. Creating different pieces of content that your audience can engage with gives you a higher chance in ranking for keywords that your target audience is searching for.
More content = more time on your site = increased sales opportunity. Aside from the SEO and keywords, the more content on your website that is relevant to your audience, the longer they will spend with you. A higher on-site time can positively impact your search engine optimisation as Google sees time spent on site as one indicator that your site provides valuable content. If Google sees this as valuable content, hopefully your readers will too which should increase your opportunity for increased sales.
Content can come in various forms such as case studies, blogs, infographics, whitepapers and so on – it’s what engages with your audience that you should focus on. If you want to talk to us about your content marketing strategy, we’d be happy to share further insight and support you with increasing your digital presence.