"When I let go of what I am, I become what I might be. "
- Lao Tzu
Think back to the last time you took a ride through the metro to your favorite shopping mall. Do you remember the flashy advertisements popping up on the screens on the train? Or think about the time you strolled through your neighborhood. Did any billboard stand out to you? If you said yes, chances are that you looked at some of the best content out there.
Content is the only thing that can separate a brand from its competitors. It plays a pivotal role in carving out a company’s identity, both in the corporate and digital world. And with more and more younger generations choosing to interact more with pixels than people, it is now of the highest importance for businesses to invest in building a high quality digital footprint.
Why Create Content?
These days, it is simply not enough to advertise your product or service using traditional means. Billboard posters, radio ads, and TV commercials are things of the past. In fact, 69% of marketers say content is superior to direct mail and PR. And so right now, it doesn’t come as much of a surprise that social media marketing is everybody’s new favorite marketing technique.
There are so many benefits to creating good online content. It is generally key to creating leads and forming useful connections. Not only is it an easy way to connect with customers, it is also an important part of measuring traffic and generating sales. It provides a quantifiable label to your company’s success. And the best thing about content is that it comes in so many forms that you can never run out of different ways to promote your brand.
Types of Content
Content comes in various forms, such as blogs, photographs, videos, and infographics. For the amateur content marketer, blogs are a great place to start. Blogs provide a professional platform to express a brand’s authenticity and creativity. Not only do they generate interest in a brand, but also are an important tool in capturing leads. In fact, a study says that on average, companies with blogs produce 67% more leads per month than those without. Clearly, blogs are the easiest– and efficient– way of beginning your journey of content creation.
Different kinds of blogs exist for different businesses. For example, a technology startup can start its own corporate blog underlining the company’s recent activity and ventures. A kitchenware business can begin a recipe blog where it shares recipes made by its own products, and a makeup brand can develop a makeup video tutorial sharing blog where its customers swap reviews of its products. The best part of running a blog is you are in control of what’s put up on it. The possibilities are endless, as long as you have the creativity to fuel new ideas!
Infographics, too, are becoming great vehicles for brand awareness. A picture is worth a thousand words: one infographic can summarize an entire blog post in half the space. A 2016 study found that B2C marketers use infographics more than any other content marketing strategy, and this makes complete sense from a customer’s point of view: would you rather read a 1000 word article or spend 15 seconds looking at a bright, colorful infographic that summarizes the key takeaways of the same article?
Videos and photographs are also good content forms to put up on the internet. They are a lot more personal than blogs or infographics, and provide customers with insight into the brand, which play an important role in customer retention and loyalty.
The importance of High Quality Content
If putting up content is one thing, making sure it is content worth publishing is a whole other ball game. A 2017 infographic states that 76% of B2B marketers prioritize delivering high-quality content over quantity. Quality control should be a vital part of any brand’s content screening process. Some companies that put up excellent content are Microsoft , and The Coca Cola Company . Individuals can run blogs as well, if they want to brand themselves or position themselves to align with a certain image. Some individual-run blogs are Jim’s Marketing Blog and Chris Brogan’s (a famous public speaker) blog . What’s the one element that connects all these blogs and puts them light years ahead of their competition? Engaging content and capturing visuals.
Content is the thread that ties the various elements of a good marketing campaign together. It can even be argued that a marketing strategy can only be solely executed through digital means and still achieve the same results as a traditional advertising campaign. The key to realizing success through content marketing is to constantly engage your customer base by putting up frequent content without ever compromising on quality. Content is truly king, and it has the power to transform the value of a business.