Content is King


2016 has seen an increased need for organic, tailored, personal content. Content is king, and it is expected to play an even bigger role in 2017 digital marketing. Developments in publishing, creative and targeting technology have made content creation increasingly accessible for all marketers, from small businesses to the largest enterprises. A strong strategy of creative, personal, interesting content is eclipsing the traditional departments of SEO management, advertising and creative.
Understanding the purpose of content is vital to producing high-quality work. It’s meant to speak directly with a particular audience, such as clients, potential customers, investors, employees, or other stakeholders. Content can be well-written, researched and creatively conceived, but if it isn’t speaking to the intended audience, it’s not doing its purpose.

“Inspire, Evoke Passion and Incite Action”

Andrew Davis from Author Brandscaping says: “Every consumer journey starts with a moment of inspiration…This is the single largest content opportunity to drive real revenue for your brand. Create moments of inspiration to send your consumers on a journey…When you harness emotion you inspire people to act.”
Each piece of content should create an experience, using emotive, inspirational, suspenseful and personal stories. Your job? Inspire passion within your readers. Ignite a fire so strong that they feel compelled to act, to read on, to sit up, to fall over – to feel something, to do something. Because otherwise, what’s the point?

“Stop, Think, Plan – Before You Write”

Joe Pulizzi, Founder of the Content Marketing Institute is an advocate of content planning. He says, “What’s the difference between the good and the not so good content marketers? The effective content marketers have a documented strategy and follow it closely.”
Clarify what your content is trying to achieve. Look at what your competitors are creating so you can identify a unique content angle they aren’t tapping into. Developing an editorial calendar is a great way to plan your strategy.
No matter what your business sells, your content should try and achieve the following goals:

  • Position your brand as a thought leader
  • Develop relationships and loyalty
  • Create authentic value

“Align Your Content to Your Business Goals”

There is one universal standard held in marketing: Return On Investment (ROI). There is a tremendous amount of data and SEO analytics that goes into creating a successful content strategy designed to maximise revenue and outreach.

“Content is the new Creative”

Many organizations plan to increase their content marketing budget in the next year, which is leading to an increasing need for superior creative strategies to stand out from the rest of the pack.
Content marketer tasks now include:

  • finding creative ways of targeting audiences
  • engaging audiences with original content
  • re-purposing content
  • entertaining
  • schooled on SEO strategy and platforms

“Content is the new SEO”

With each update of Penguin, Google continues cracking down on SEO tactics in violation of their policy. And with every algorithm update like Panda and RankBrain, Google rewards high-quality original content.
Superior content is organic, cost effective and engaging. Many organizations know why it is so effective, but staying on top of how to make use of each facet of content marketing from year to year can be challenging. Stay on top of trends and harness your team’s creative power and energy.

The founder of Attwood Digital, Mark is a digital marketing veteran having been working online since before the dotcom boom. He created the world's first online skip hire service in 2003, has created multiple online courses, lectured on digital marketing and even written a book on the subject. He is also an ICO advisor and crypto-enthusiast.
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