"Content is king " - this well-known phrase comes from an essay written by Bill Gates in 1996 (here you can find the link to the whole essay).
In his essay, Bill Gates already emphasized the relevance of content in the early days of the Internet. Among other things, he predicted on the one hand that you can make a lot of money on the Internet with content, and on the other hand he emphasized that no company is too small to use content for itself. He also emphasized more than 25 years ago - well before the advent of smartphones and mobile Internet - that anyone with Internet access can create and publish content.
All of these points are more relevant today than ever before - almost every company today uses various forms of content for marketing purposes (e.g. social media posts, newsletters, blog posts, podcasts, webinars, etc.). Depending on the type of business, its industry and objectives, there are different purposes for which content is used.
Content informs:
Informativecontent is less emotional and more rational. The goal is to show how you can help your customers solve certain problems.
Content entertains:
The aim of entertaining content is to attract and maintain the attention of the audience. This type of content is aimed more at the emotional level.
Content inspires:
Inspirational content also targets the emotional level - the goal is to get the audience to make a purchase decision. With this type of content, storytelling is very important - you want to build a connection with the audience.
Content persuades:
Persuasive content aims to give the audience the final push to turn them into customers. Again, it's more about rational arguments, i.e. facts and figures.
It is not possible to cover all these 4 points at the same time with one content piece. Optimally, a company should therefore create different types of content that are designed directly for the respective target.
There are many ways in which a brand can benefit from content. Depending on the type and content of the content, a company benefits in the following ways:
Good for SEO
Goodquality content on relevant topics (especially blog posts, etc.) has a positive impact on SEO and search engine rankings.Content provides search portals with information that helps a website rank.
Promotes Engagement
Regularly publishing high quality content promotes user engagement (consciously or unconsciously).
Brand Awareness
Any type of content provides additionalbrand exposure to potential/existing customers and can thus increase brand awareness.
Increases the value of a product/service
Content can provide consumers with added value to the product/service itself(e.g., important information about a product, how-to-blogs, instructionalvideos, etc.)
Increases traffic
Goodcontent can increase traffic to one's website or socialMedia channel and increase user dwell time. This is done by giving the user.
Promotes customer trust
Regular, relevant content as well as high engagement can increase trust in a brand.
Leads to more leads
In addition to increasing brand awareness, good content can also serve to generate new leads.
Demonstrates expertise
With informative content, a brand can demonstrate expertise in a particular area and thus stand out from the competition.
So there are all kinds of reasons why content is still "king" today - you could even say that content is more relevant than ever. Content marketing is extremely relevant for businesses and can help them get the messages they want to their target audiences.
In the next parts of this blog series, we will go into the specifics of user-generated content, and show how a company gets user-generated content and what can be achieved with it.
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If you'd like to learn more about how your business can get relevant content and how it can be leveraged, you can visit hallo@swissper.ch or book a call with one of our experts directly at the following link: Book a Call!
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