Content Marketing Strategy – Content May Be King, But Strategy is Still Marketing Royalty
Everyone involved in marketing knows the immortal words “content is king”. Which was made famous by Microsoft legend Bill Gates back in 1996. Since those days, the fields of SEO and digital marketing have evolved massively. The phrase itself has become something of cliché. So should digital marketers and the brands that they represent still worship content above all else?
Why content is still important
When marketers first started talking about content, it was clear that it would change the way that brands presented themselves online, but nobody could have envisioned just how prevalent content would become.
The rise of social networks, YouTube, and personal blogs has greatly increased the amount of content available today and marketers have taken note. What’s more, the internet is the perfect medium for getting your content spread to the relevant audience. It is predicted that there will be 2.67 billion social media users worldwide by 2018 and each one is a potential consumer and sharer of your brand’s content.
Avoiding content for content’s sake
The very fact that most internet users go online looking for content has been both a blessing and a curse for digital marketers. It has shown them the way to attract audience attention and convert them into customers. But it has also created a very crowded market.
Many brands now create content in some form, whether it’s a blog, a video or a virtual reality experience. The problem that has emerged is how to make your content stand out from the crowd, which is why an effective digital strategy has become so important.
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Strategy + content = success
With so much content out there, marketers need to do everything they can to improve their chances of success. A content marketing strategy will help you outline your goals. Find out who your target audience is and how best to engage them. That way you can be sure that you aren’t just creating content for the sake of it – a trap that many companies are falling into.
A strategy can also help ensure that the content you do create gets the most traction. More and more brands are also choosing to buy automatic video views for their content. For example, which helps to give their videos an initial helping hand before the audience does the rest. Marketers would also be well advised to analyze industry trends so that they can sync their content with what’s going on in their particular sector.
Perhaps the most important reason why content needs a strategy behind it is the rise of big data. Data has made content marketing strategies more targeted and measurable than ever before. Whether it’s through sharing figures, click-through rate or even return on investment. The content marketing strategy can ensure that marketing is more accountable than ever before.
In the years since the advent of the internet much has changed, and yet some things have remained the same. For businesses, it seems that content is just as important as in those early days. But how they deliver and market it has become more significant than ever.