Content Is King – Why You Still Need Great Content In 2020
It was in January of 1996 that American business magnate and software developer Bill Gates wrote an essay that he gave the title ‘Content is King’. In this essay, he stated that content is where much of the ‘real money’ will be earned on the internet.
And he was right.
Even today, more than 20 years later, content remains in the position of king – the way that a lot of money is made on the internet. Every proper digital marketing strategy has a content creation plan.
These days, you don’t skip on creating content if you wish to be successful in marketing your products or services.
The rise in popularity of content marketing is largely thanks to how much it is about the customer rather than the marketing or the company.
This attracts more people and gets them more involved.
There are many reasons why content marketing is so successful, and we’ll dive into those in just a minute.
What Is Content Marketing?
In the shortest and most direct description, content marketing is a marketing strategy that focuses on creating and sharing consistent and relevant content.
This content is valuable and gets people engaged; keeping current customers and targeting a wide, new audience.
Content is king because this strategic approach drives profitability in the long run. It calls for having clear goals and an in-depth strategy.
Creating content that people want to engage with isn’t always straightforward and easy. It has to benefit them in some way.
You have to go beyond simple audience research, you have to create detailed personas. That’s how you create content that has value.
And, of course, the content must be relevant and consistent. We always go on about consistency because it is the key to success. Combined with some other factors such as value and quality, of course.
Consistent content gets more people involved and your brand will be seen as one to be respected. Your content’s style, feel and tone is important and has to connect with your audience.
Relevant content reaches your audience on a more personal level and is influenced by their interests, wants and needs. People have to know that your brand is reliable.
Valuable content is determined by the quality of what you offer. You need to give your audience content that speaks to them.
Your audience must feel like they learned something, or feel more fulfilled and entertained after seeing your content.
Now, let’s get to the point.
Why Content Is King
We will discuss now why content is king and is likely to retain that crown for many more years to come.
Relationships With Customers
When you have created the right content, you will greatly improve your brand’s relationship with its customers.
High-quality content helps to build brand reputation and trust, leading to more customers. Content helps to lure in new customers while also keeping previous customers happy. Repeat customers are the driving force of companies.
In addition, repeat customers are great for boosting brand loyalty and spreading positive reviews.
It is important for a brand to have customers who can trust and rely on them. When you give them content that they value, their relationship with you improves. You will build loyal brand advocates and encourage sales.
This, as with most things in life, is easier said than done. But here are a few examples of the kind of content that could increase your relationships with customers.
- Step-by-step and how-to guides
- Visual content that is informative as well as promotional
- Brand comparisons
- Entertaining blogs with educational value
Creating this kind of content will show you just why content is king.
It will drive people into making decisions to purchase and keep them coming back for more. This is proven by the fact that about 68% of people on the internet are interested in reading about brands that they use and support.
About 20% of the time that people spend online they are reading something. When it comes to finding information about brands, approximately 80% of them find it through their content.
With that said, you have to show off all your brand has to offer with your content to reel in those customers.
Give your audience what it wants through content that makes them want to stick around or return.
Select topics that will interest your audience and create a connection with them. Focus on their interests, pain points and challenges.
If your audience feels like you understand them, they’ll want to support you. Find that one special something that makes your brand stand out amongst the competition.
Content Is King Because It Improves Brand Recognition
By creating content, good content, you can establish your brand as one that can be trusted. Your audience will admire and rely on your brand.
In the fast-paced world that we live, that means that word will spread. People will talk and your brand will become more recognisable.
You can effectively woo your target audience with your content. It is possible to get your audience to love you, and this will increase your chances of getting on the first page of Google search results.
So, how do you create content that king at improving brand recognition? This will not happen overnight and calls for dedication and – you guessed it – consistency.
Here’s a brief look at how you can improve your brand recognition with content:
Create Custom Content
Giving your audience the same old content that they can get with everyone else won’t serve to your benefit. Give them unique content and you will wow your audience. For this, you have to research and understand your audience.
Don’t ever use automated content creation tools. They are a cheap shortcut that will only result in boring and dry content.
Inform And Educate
As we have mentioned already, your content should educate your customers. But not about just anything, about your brand. You need to show and tell your audience why they can trust you and why your brand is simply awesome.
If there are any questions that people could have about your brand, services or products, answer them.
But do so in an entertaining way. Use this opportunity to also convince your audience to become your fans. Let them know why you are better than your competition without playing dirty.
Call On Influencers
Influencer marketing is an ever-growing content marketing strategy that has become very popular. When you rope in the help of popular influencers on social media to promote your content, you reach a much wider audience.
Also, these influencers and their opinions are trusted so collaborating with them will give your brand’s authority a boost. So, if you want to quickly reach a bigger audience, try working with influencers or even micro-influencers.
Influencers usually have a devoted and loyal following who looks up to them. As a result, if they suggest or promote a product or service, these followers will trust it immediately.
Brands use influencers to get sales in many different ways and have been doing so for years.
Even before social media was a thing, public figures and famous icons were used to promote products and services and boost sales.
One of the most well-known old-school influencers is Santa Claus. How many ads have you seen with this jolly character? He’s the godfather of influencers.
Branded mascots have been around for ages as well and will be for years to come.
Benefits of Influencer Marketing
There are many reasons that using influencers for marketing has been shown so much love.
Influencers are a superb way to introduce your brand to people who would otherwise never hear about. Of course, you have to make sure that the influencer is active in your niche, or there’s no point to the partnership.
Sometimes, it works to be a little random, such as a makeup artist or influencer being part of a holiday giveaway for a hotel. Still, makeup and hotels are linked by their luxurious appeal, so this partnership would work.
Good content is the cornerstone of a social media marketing campaign. And influencers become influencers because they can create brilliant content. By making use of an influencer, even a micro-influencer, will help your brand build up some good and quality content.
Advertisements done in the traditional way has lost its credibility with people. Too many outlandish and untrue claims have been made with traditional marketing.
In addition, people are a lot savvier and won’t just believe claims made in advertisements. Influencers depend on their followers for support, so they won’t likely lie to them as easily as an ad would.
The more established influencers have built a relationship with their followers – there is already a big sense of trust there. Their recommendations and views are respected. That means if an influencer is promoting your brand, people will see it as trustworthy.
The Return On Income that you can expect from roping in an influencer is actually very high. Investing in this marketing strategy pays off, and it doesn’t cost as much as traditional marketing would.
It Really Works
About 80% of marketers have found influencer marketing to be a successful endeavour, which is impressive. If approached and executed correctly, this marketing method really does show positive results.
Clearly, this is a strategy that pays off. To learn more, check out our guide on influencer marketing.
Good Content Influences Conversions
Content marketing is consistently proving that content is king – the conversions speak volumes. About 74% of companies are sure that their increased leads are thanks to content marketing.
In general, content marketing gets 6 times more conversions when compared to other digital marketing approaches.
Inbound marketers have, in the past, increased their conversion rate with 6%, in part because of content marketing.
More than half of American consumers buy a product or use a service after seeing recommendations on blogs.
These are just a few statistics that show off just how content is king.
How Can You Get Improved Conversions?
It is recommended that you have a clear and strong call to action. This tells your audience exactly how they can complete the conversion process from lead to buyer. For a detailed discussion on this strategy, check out our call to action guide.
We take a look at how you can use a call to action to enhance your marketing strategy. Make sure that your content is high-quality and very consistent.
Here are a few ideas on how you can improve your conversions:
Your potential customers need to know that if they’re going to support you, you will have their back.
So offer them a no-questions-asked money-back guarantee for peace of mind. You know your product or service is awesome, so be confident that your customers or clients won’t regret supporting you.
A guarantee will drive conversions because there is a reduced risk in paying for what you offer.
Show Off Testimonials
Once you’ve satisfied a handful of customers or clients, show the world how happy and pleased they are.
Potential customers like to see proof that they’ll get their money’s worth from you. Add customer testimonials to your landing pages and your emails.
Let everyone know that they can trust and rely upon you and your product or service.
Use The Right Words
Working tangible action verbs into your content will make a bigger difference than you would expect.
Use language that spurs visitors to take action, but don’t be pushy. Bright, flashing words like ‘Act NOW!’ or ‘Don’t Wait’ can be annoying. But if you use words such as ‘grab yours’ or ‘reserve your seat’, you create a subtle sense of urgency.
That urgency will motivate potential clients or customers to act faster and they won’t be annoyed by your tactics.
You need to make sure that visitors to your site have easy access to your conversion elements. Keep them in above the fold.
This way, you get the most optimal results. In case you don’t know, ‘the fold’ is the area of a webpage that can be seen without scrolling.
What visitors see when they first open your webpage is important and will impact their experience.
Remember the Value of Your Headlines
Often overlooked, the headline is one of the most important elements of your content. You need to dedicate enough time to your headlines and make sure that they’re the best you can come up with.
A good headline will lure in more visitors and great content will make them stay.
Add Interesting Videos
People want to know that there are humans behind a brand. To show off your human side, add some interesting video content.
Don’t add silly or funny videos though. The videos you add need to have value and humanise your brand.
Go Into Detail
You should list your product or service’s features, and go into detail about why people need it.
Tell your visitors exactly why they should trust and use your product or service. Lay out the reasons they shouldn’t go and support your competition. But don’t even mention your competition. Be smart in how you do this.
Improved SEO – Another Reason Why Content Is King
If your content is created the right way, you can increase your SEO, which is your Search Engine Optimisation. This is what will help your content appear in the top search engine results, as the name suggests.
So, if you’re about SEO, content marketing is the easiest way to get there. If you post constantly (yes!) your content will get indexed way more likely – about 430% more likely compared to sites who publish nothing.
The more quality content you have, the more Google will like you.
You will have to create articles and blogs and even social media content that uses keywords. But you can’t just fill your content with the keywords you think is most relevant to your target audience.
You have to do it in a professional and well-written way. You don’t want to spam people with your SEO content, that will just put them off.
When you’ve optimised your content, you will increase the chances of your content getting ranked high in search results.
Content = Real-Time Marketing
The days when you have to create content ahead of time are long gone. It is now possible to use current events to increase the value of your marketing. With that said, you can still plan ahead and see fantastic results.
We suggest that you make use of a content planner tool such as SocialPlanner if you’re unsure of how to plan your content ahead.
Content Marketing Is Cost-Effective
By creating good content, you have a very cost-effective way to generate leads. And generating leads is very important for modern businesses. There is a big need to get traffic, especially for smaller and newer companies.
That does not mean bigger brands don’t need leads – they certainly do.
With content marketing, you’ll be getting consistent traffic and getting new leads, which will boost sales.
And it doesn’t cost a fortune.
Content marketing can cost up to 62% less than traditional marketing, according to the Content Marketing Institute. This is while it also generates up to 3 times more leads for every dollar spent. With such affordability, it’s not hard to understand why content is king!
Just remember that content marketing takes a lot of time and calls for patience. It won’t start showing success overnight unless you’re very lucky.
However, by spending an average of 6 hours a week on creating social media content, your traffic can be boosted significantly.
To get the max return on your investment you need to have a strategy that is focused on your target audience, not your brand.
You need to offer value, as we have mentioned before. And create content that complements any other marketing methods that you may be making use of.
Stand Out Amongst The Competition
Any marketing strategy will have one very important goal – stand out from the crowd and your competition. And good content will do that by showing your audience why you’re special.
When your audience is looking for a service or product, they’re searching for a solution to their problems or ways to satisfy their needs. With your content, you will address this problem(s) and offer your unique solutions.
You can use brilliant content to set your brand apart from the competition.
The tone, language and feel of your content will come together to create a personality for your brand. Of course, there is a lot that goes into content creation.
Content marketing will help you show off your brand’s special flair and this is what people want – personality and entertainment. Give them what they want.
Final Thoughts On Why Content is King
The many reasons we have discussed here just goes to show that content marketing is the way of the future. It has been for quite some time and is going to stay relevant for the foreseeable future.
Companies of all sizes can use content to increase their success and your brand is no different. Use content to create relationships with your audience, show them why they should support you and entertain them along the way.
Need help scheduling your content because you don’t have a lot of free time? SocialPlanner.io is just what you need. This social media tool lets you schedule your content easily and fast.
Don’t spend your time trying to do several things at once, spend it planning awesome social media marketing strategies.