We hear so often the words ‘content is king’, but I’m not convinced that everyone saying this knows exactly why content is more important than ever. When I ask people why is content so important, the range of answers just proves there is a level of uncertainty out there. Not to worry, I’m going to give my best shot at explaining why content is so important.
Content is not a new concept in a world full of digital marketing. However with recent updates to a certain 'search giant' algorithm, content is more important than ever before.
So, I ask you, why is content king?
Well to begin with, it offers a great way of getting your brand's personality and offer across to consumers without being really in your face and obvious. This can go a very long way to helping you build trust in your brand, because of this content has become increasingly integral to the success of a brand.
How does content directly impact you?
Great, high quality content on your website has a significant impact on SEO and your search engine ranking.
Regularly published content around 500 words in length, containing naturally placed keywords which will largely help a website rank higher organically for relevant search terms and keywords.
As most people know a higher organic ranking, will result in more exposure of your brand and more consumers will find your content.
Increases Website Traffic
Producing good, high quality content is also a brilliant way to drive traffic to a website and then actually keep that traffic on the website for longer. Blogs are a perfect example as a way of getting people on your website and then they may read through a couple of blogs relevant to them and their interests. Having quality content encourages users to interact with the site, visit multiple pages and return to the website in the future.
Increases and Encourages Engagement In Building a Community
When you produce a really good piece of content it can be extremely satisfying, so why not share it? It could be a social media post or a blog article! Each time you publish and share valuable content, you are encouraging customers to engage and interact with your brand on a variety of platforms.
If the content is relevant, well written and well presented, customers will take the time out of their day to read it, understand the message and hopefully comment on, like or share your hard work.
Harness the power of social media as part of your content strategy and ensure all of the content you put together is shared through your social media channels. This method will further encourage engagement and make sharing easier. After all, you want to make it is as easy as possible for people to access and share your content!
Keeping communication open in this manner means that your customers have reason to invest time in your brand, especially if you publish content consistently, you'll generate groups of loyal followers who will 'check-in' regularly.
So the purpose of all the content you produce has to be to add value to your consumers. You should aim to teach them something new or help solve a problem or pain point in their everyday lives. The value you are adding doesn’t necessarily have to be monetary, but it is invaluable to build relationships between your brand and consumers.
Great content is your gateway to these relationships. People want to be able to go to your website & social media channels and get something back from their experience. Social media offers a great platform to add value through different methods such as video, pictures and text in the form of guides, top 5’s or life hacks. It can (and will) make people want to return to your website as part of their daily/weekly routine.
We know that simply broadcasting mass advertising messages is no longer the most effective method of engaging with customers.
Right now, content is an area of investment for many organisations. They've realised that one of the the most effective methods of nurturing SEO & website traffic and building a community is to give out useful advice, interesting and engaging stories and information that will be of interest to consumers, they have to see you as adding value.
I have gone through some very quick reasons why content marketing is more important than ever. There are so many more advantages to prioritising content in your marketing strategy.
If you would like any further information or have a question, please feel free to comment below!
Do you want to learn how you can fully integrate content into your marketing strategy? Contact us today to explore the possibilities for your brand!