Over twenty years ago, Bill Gates wrote a now-famous essay titled “Content Is King,” which he published on Microsoft’s website.
In it, he explained his prediction that content marketing would take the world by storm, much in the way that broadcasting had in decades past. Content would soon be extremely important, he imagined. Not just for Microsoft, but also for anyone else trying to keep up. “No company is too small to participate,” he wrote frankly.
Today, that prediction has definitely come true. It’s impossible to turn around without running into a native ad in our favorite online newspaper, or an email notification that a new post dropped on a blog we follow.
In other words? Content really is kind. There’s just nothing like it when it comes to educating, building trust, and connecting with your leads and customers.
But if you’re wondering why content marketing is the best strategy for your business, or if you just want to learn more before you start throwing your time and money into it, we’ll explain just what we mean.
Why is content so important?
How do you make the decision to buy something? Most of the time, it seems a little spur-of-the-moment. Sometimes, though, we can point to specific product placement or ad, something that finally tipped the scale—like a glossy photo of pepperoni pizza when we haven’t eaten all day.
But often, long before we’ve made that purchasing decision, we’re absorbing information about things we could buy. Maybe you’re watching a video on how to propose to your girlfriend, only to hear a reference to an expert jeweler. Or maybe you’re looking for info on knee-strengthening exercises, so you download a free PDF from an online exercise company.
All this helpful information isn’t directly selling products or services, but we’re exposed to the businesses involved anyway. And when the time comes to buy? Well, studies show we’re a little more likely to buy from the brand we’ve trusted to inform and educate us so far.
Think of it this way: content marketing allows you to make real connections with your audience, informing and educating them when they need assistance most. It showcases your authority, creating loyal fans out of audience members before they’ve even sent a penny your way.
And it’s powerful. According to marketing guru Neil Patel, content marketing leaders experience 7.8 times more site traffic than non-leaders. Leads and clients come to them, rather than the other way around.
Isn’t that the kind of business you want to have?
So you’re sold on the idea—but what types of content should you create?
Every business is different, and there’s no one-size-fits-all method when it comes to any type of marketing.
Fortunately, the term “content” is a pretty broad umbrella.
There are more than enough options to fit any type of company, brand, or message—no matter where your target audience spends most of its time online. Here are a few of the most popular types of content created today, and the ones we tend to focus on most:
- Blogs / Articles
- Landing Pages
- Infographics / Pins
With content, of course, it pays to be creative. Regardless of your message, it’s important to target the platforms where your potential buyers hang out online and to craft something that speaks directly to them.
Because whether you intend to educate, persuade, or entertain your followers, it all starts with the perfect content.
If you’re ready to get your slice of the pie—without knowing just where to start—that’s where we come in. We take a unique approach to our content marketing strategy, considering the full digital ecosystem with every step we take. Trust us to carefully tailor your plans and strategies, putting captivating content in front of the people you most want to see it.