Content is king, content is king, again I say, content is king! But is it really?
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Content marketing is not a new concept in the world of digital marketing, but right now, it does appear to be more important than ever before. As businesses use websites and blogs to prove their own expertise, there are those who are of the view that content is at the heart of today’s social media marketing strategies. Yes, product displays have its place, and telemarketing can go so far and likewise media advertising, but all find it difficult to always reach the intended target audience. The fact is, a one-size-fits-all approach will not suffice when it comes to content marketing.
Because of the distinct nature of social media platforms to reach a specified audience, marketers have to now focus on creating unique, high-quality and authentic content that is not only entertaining, but useful and interesting for consumers. Whether you decide to use text, video and imagery or info-graphics, surveys, webinars and podcasts, whatever your preferred content medium is, it is only wise to have it be shareable and relevant to your business.
According to Jon Gelberg, Principal, The Dilenschneider Group, a well-executed content marketing strategy:
- Puts a human face on your business
- Bolsters search engine optimization efforts
- Establishes you as a thought leader
- Creates greater customer loyalty
- Supports public relations efforts
- Provides fodder for social media
Gelberg also notes that when done well, content marketing can do amazing things for a business. When done badly, it can be a waste of time, money, and energy. At the very worst, poor content can do irreparable damage to a brand.