Bill Gates, then CEO of Microsoft Corporation
It was on January 3 1996, when Bill Gates, then CEO of Microsoft Corporation, published the essay entitled “Content is King” which stated that content will play a very crucial role in the future of the then-emerging Internet. And no one can ever deny the fact that his words were accurate, especially these days.
Many people have doubted this statement by Mr. Gates, primarily because he was then running a giant corporation that could easily dominate the Internet. However, the former CEO of Microsoft fully understood that content will not only dictate the future of the Internet itself but also the overall business landscape.
Since publishing has been democratized through the Internet, marketers and other professionals have been taking advantage of content to reach their target market in the online world. From blog posts, news articles, infographics, images , videos and slideshow presentations, a wide breadth of content dominates the internet these days, all aiming to entertain, create relationships, and more importantly, help the people make a smarter purchase decision.
With 70% of B2B marketers planning to create more content this year compared to 2016, we can say that there is no stopping content marketing. As 2017 runs its course, here are the top reasons why content is still – and will always be the king in the marketing and online realm.
- Content Makes Your Target Audience Smarter
Nowadays, getting answers and solutions for our problems and needs is easier and faster, all thanks to the internet. With just a few clicks on a computer or swipe in a smartphone, modern consumers can easily access different content that can help solve their day-to-day problems.
If you publish highly relevant and valuable content such as how-to guides or explainer videos that answer their questions, you’ll likely rank up higher in the search and more people will become aware of your brand, and more potential customers will be happy to give their contact details to you. In fact, statistics show that 53% of consumers say offering free content on a topic they are interested in is effective for attracting their business!
- It Positions You as a Thought Leader in Your Industry
Regardless of whether you’re running a small or big business, content can help establish your brand as a thought leader in your niche. In fact, over 50% of marketers say that curated content helps enhance their revenue-generating digital efforts, including thought leadership.
If you want to build brand awareness, trust and loyalty with your target market, as well as drive conversions, then thought leadership through content marketing is definitely the path you should pursue.
- Content Establishes A Stronger Relationship with Your Customers
Highly engaging and useful content will not only make your target market much smarter but also pushes them closer to your brand in a more natural way. With the onslaught of in-your-face web advertisements, content marketing is a less invasive way to engage with your customers while at the same time promoting your business in a very subtle way.
By providing content that your audience will most likely engage and interact with, you can build meaningful relationships that extend beyond the online world. You just need to identify the demographic and psychographic information about your audience and you can certainly create content that they will surely care about and will make them come back to your website every now and then.
- Content Fosters Customer Loyalty
Producing quality content increases brand loyalty, all because the modern consumers appreciate when a company makes more of an effort to educate their market over selling more products or services.
People want to be given value these days. In fact, a report from Demand Metric states that 82% of respondents felt “more positive about a company after reading a custom content.”
The more regularly you publish content for your customers, the more they will feel valued and perceive your brand as a trustworthy resource. Useful content gives you a chance to help your customers deal with their daily quandaries, and as such, makes your brand useful beyond just having products or services to sell. This helps foster repeat purchases and increases the lifetime value of your customers.
- Content Encourages Customer Engagement
One of the most crucial element when it comes to running a successful business is to engage your customers.
In fact, a study from Gallup revealed that customers who are fully engaged represent 23% premium in terms of share of profitability, revenue, and relationship growth compared with the average customer
To achieve this, you need to leverage content to spark a meaningful interaction with your customers, which can be as simple as a comment on your post or sharing your latest blog post on their social media profiles.
When your audience is fully engaged with your brand, it will be easier for you to attract new visitors and prospects, convert leads, communicate with them at a personal level, and ultimately increase the bottom line of your business.
- Content Builds SEO
93% of online experience begins with a search engine. However, a website alone is not enough to expose your brand from the people who conduct 3.5 billion searches per day. You need content to make your website worthy enough in the eyes of Google and searchers.
Producing content regularly increases your chance to rank higher on SERPs since freshness is one of the crucial ranking factors of Google’s search algorithm. Also, high-quality, informative and engaging content that satisfies your customers improves your website’s dwell time, which also contributes greatly to your SEO performance. In other words, without content your website will likely be left in the dusty corner of the web.
- It Boosts Revenue Growth
Perhaps the most important in business perspective, content is your most effective medium to make sales today. As more people become more reluctant to use traditional marketing tactics, content is your best bet to demonstrate your business value by directing them into your blogs and teaching how your product can benefit them
With a genuine and sincere motive to add value to your customers’ lives, a unique and helpful content can change the way customers view your brand, resulting in better brand image, better customer experience and increased revenue.
As Bill Gates accurately predicted over two decades ago, “those who succeed will propel the internet forward as a marketplace of ideas, experiences, and products – a marketplace of content”. Take advantage of content marketing now and your business will certainly reap the benefits that it never had before.
Let Joe Dalton Business Consultancy help jumpstart your own content marketing this 2018! Call us at +353 (0)1 5349 454 or send an email to firstname.lastname@example.org