If you are a brand trying to establish itself then the first thing on your to-do list is to ensure creating quality content. Every successful marketer today follows one golden statement – “Content is King”. Even if someone has zero knowledge of marketing, there are great chances that they are familiar with this golden statement. In short, one doesn’t need to hold a prestigious degree in Marketing to figure out the importance of content. But why has content been that undefeated king?
Bill Gates wrote an essay titled “Content is King” which was published on the Microsoft Website in January 1996. The essay threw light on the Internet as a marketplace for content in the near future. Since then the phrase has become a marketing mantra.
We can’t survive without the internet today. The coronavirus pandemic even made the digital way of living a necessity. However, it is important to note the role of content in the modern marketplace called ‘Internet’.
Every time you use your phone and go to a social media platform like Instagram or Facebook, you are consuming content. Everyone on the world wide web is consuming content at an enormous rate. Consequently, it promotes organisations to create content but the increasing competition calls an emphasis on quality content rather than simply content. This makes content marketing the most trending marketing strategy every year.
Understanding content marketing
It refers to the strategic marketing approach that is concentrated on producing and distributing relevant, interactive and valuable content to attract and maintain consistent viewers or audience. The aim of this type of content is to lead to profits through customer action.
The abundance of content calls for a different approach. Earlier approach of just pitching your products or services is not relevant and attractive anymore. The need is to provide content that serves some use or purpose or is just entertaining. Today, every organisation is working on its content strategy. Marketing has made quality content a necessity. This means content marketing is the most trusted strategy. So if you are wondering why to invest in content marketing, here’s how it can induce growth in your business:
Exploring the most important strategy
The race for “great”, “relevant” and “attractive” content is full of competitors. Everyone in the market seems to be focused on creating content which makes this race seem never-ending. This speaks volumes about content marketing and its crucial role. But what makes it the most important strategy?
Building brand awareness
What is more difficult than setting up a production unit? Selling the products manufactured in that unit because this requires customers. How does one get customers? When they tell customers about their products. In simple words, the basic step to start the process of sales is letting people know about your brand, its products or services and the company’s values. However, despite delivering this knowledge to customers your brand might not attract customers. This forms the core of brand awareness.
Brand awareness allows creating a space for a particular brand in the market. The older ways of building brand awareness were advertising and PR. But these require allocation of a significant budget. As a result, content marketing has emerged as a more effective way. This allows building brand awareness at a very low cost. Hence, even a small company today can market themselves in the same way an MNC does!
Quality content can do wonders. The traffic of your website and social media can drastically increase which means more and more people know about you and your products. But most importantly, people can gauge the company’s values and connect to the brand on a different level.
Links and increasing traffic
The digital medium is one of the most widely used domains for marketing. One important aspect of this digital marketing is Search Engine Optimization (SEO). A good SEO is necessary for increased traffic which can be improved by adding links to other websites. This means “great content” can not only attract traffic but also make others link your website to their own. As a result, there will be an increase in traffic over a short period of time. This is called backlinking. The procedure can also help in improving your website rank significantly.
Educate your audience
The reason people are not attracted to advertisements or publicity that worked a decade ago is that it never solved their problem or concerned them in a direct way. With a fast life, the attention span has decreased so people will only consume content that helps or benefits them in some way. This has increased the need for informative content.
For example, the coronavirus pandemic severely impacted our lives. With strict lockdowns across the globe, we entered a worldwide health crisis. The sudden change in our lives demanded a change in the content to make it more “relevant”. Many brands responded to this call and acted with empathy. The content produced was related to the new unknown virus. This helped in educating the public. But what it does on a larger level is create a strong relationship with people who are your potential customers. This gives us the next reason to adopt content marketing.
Intimate customer-brand relations
Do you remember how you ended up buying a product from that online store you came across long ago?
Every time one comes across something relevant or attractive, one tends to visit that website or page again. This initiates a cycle where repeated visits lead to increased traffic. Gradually this can lead to customer action in terms of purchasing products or services. In simple words, an intimate bond is formed between the brand and company which means more customer action and more profits. This is why every brand loves a loyal customer. Content has the power to maintain a group of loyal customers and even expand the customer base. But today everyone is focused on creating quality content. This demands unique and new strategies within content marketing. One of the methods that can be employed is purpose-driven content marketing.
How Shaktiki can help
Every customer in the market today is an aware being who wants to make a significant impact in the society. Keeping in mind the values of a modern customer, companies can align their message with the customer’s belief. Consequently, the customer will support the brand as it shares a common aim.
For example, a customer will buy the products of a company that promotes gender equality rather than one that is simply profit-oriented.
The campaign for this purpose-driven marketing has to be carefully designed like any other content marketing. So if you wish to start a campaign or post the right content in order to take your business to new heights, then contact us at Shaktiki to book a free consultation.