Far be it from me to proclaim that I’m the first person to make the assertion that “Content is King.” No, it’s a pretty tried-and-true mantra at this point. In fact, Bill Gates himself made the assertion 20 years ago. It’s all but accepted that in order for websites to have long-term success, they must continually publish content (or else face the possibility of becoming lost in the bottomless pit that is Page 5 or Page 20 of search engine results). The statement that “content is king” still holds true today, just as it did when Bill Gates made his prophetic announcement all those years ago. If you want to succeed online, you must continually publish.
But there is a catch.
What’s Your Motivation? And What Need are You Fulfilling?
It isn’t enough to continually publish content (whether for your site, your blog, or your social media platforms). You must always maintain the goal of writing quality content: content that fulfills a need or answers a question; content that begs to be shared; content whose purpose is self-evident; content that is, for lack of a better word, good.
When publishing new content, don’t think about search engines or the latest algorithm update by Google. Think of your readers. Will they want to read what you’ve published? Perhaps more simply, do they have a reason to? If the answer to these questions is “no,” and you’re publishing for the sake of publishing, you are doing your business a disservice. Google and other search engines value and reward quality content. Yes, it’s true that “quality” is a subjective term, but remember: if your readers don’t respond to your content, then the search engines won’t either.
With this blog article, we have a clear purpose in mind: educating individuals for whom digital marketing may play an important role in their day-to-day lives. Whether that person is a business owner or a marketing manager, we hope to provide him or her with a little bit of insight on how to hatch a long-term content marketing plan that will work. Whether we accomplish our goal is somewhat subjective, ultimately, and may not be clear except in hindsight. But the motivation behind the article is genuine. And this is key.
Are you publishing content because you believe your material has a purpose beyond merely populating a new domain address?
Content is a Long Game – Are You Prepared to Wait?
When it comes to digital marketing, it’s easy to get lost in impressions, traffic volume, and conversion ratios (partly because they matter, of course, but one can also get lost in the fog). It’s also easy to get caught up in metrics that, though important, may not necessarily lead to actual consumer engagement. Yes, monthly visits are of course important in terms of gauging a website’s relative success, but they don’t paint the whole picture. We mention this because many of the metrics people look to may not immediately see gains once a content marketing campaign is put into place. But this doesn’t mean that content isn’t important.
Content enables businesses to become resources in their field, and ultimately, respected authorities.
Content can accomplish a lot. It can fulfill a need or answer a question, but it can also help build brand awareness and aid in reputation management. Content enables businesses to become resources in their field, and ultimately, respected authorities. Whether your business sells a product or service, whether it is structured as B2C or B2B, you want your content to make the case that you are the go-to organization within your industry. This goal should inform and guide the content that you publish.
How are you meeting your customers’ or clients’ needs? How are you distinguishing your organization from your competitors? Content allows you to do both.
Making a Plan and Sticking to It
The good thing about content marketing is that it can take on any scope that you see fit. Because it’s a long game, not a short game, there’s no real need to feel rushed. In fact, publishing vast amounts of content can cause more harm than good, as it will likely come at the expense of quality, and large content volume will mean that much of your hard work is lost amidst the shuffle. If you have a blog, you may consider publishing one post a week or one post a day; if you have a website that you want to expand, pinpoint key topic areas that need improvement and determine how best you want to fill in gaps. The rate at which you publish is ultimately up to you – just be sure that you are publishing.
To undertake a content marketing campaign, you should first set out to answer some of the fundamental questions which this article poses. You should also ask yourself, “what is it that my customers or clients are looking to me (or us) for?” The answer to that question will not be the same for Coca-Cola as it is for Tesla. It will depend heavily on what your business offers. Once you find the answer to this question (whether working alone or in conjunction with an agency serving on your behalf), you can get to work.
Fire up the copywriters and start publishing (quality) content today!
To learn more about content marketing services, contact EXERTUS.