Content is King
According to Wikipedia, Content Marketing or content-based marketing is a form of marketing creating, publishing and distributing content for a targeted audience online. In simpler terms, any successful plans or ideas behind a campaign that does not explicitly promote a brand but is just done to simulate the audience’ interest in its products/services will fall under content marketing. Content has no form; it is information that is passed on through any medium which involves a user-experience or audience at the other end. It can be through language, art, technology etc. For example, attracting audiences through speeches and conferences, paintings and cinema, television and the internet, etc.
Even from its birth, the content has been always considered retro.
This was because its purpose was simple and everyone knew the process and end-result. Comparing to other forms of marketing techniques, Content Marketing was considered old-school. However, all the other forms of marketing required and benefited content, one way or the other.
In the age of traditional media, companies used Content Marketing techniques to increase their brand’s reputation and attempt to build connections with their customer’s need.
- In 1904, Jell-O salesmen went door-to-door, distributing their cookbook for free. Touting the dessert as a versatile food, the company saw its sales rise to over $1 million by 1906.
- In 1933, Procter & Gamble started to broadcast a radio serial drama sponsored by their Oxydol soap powder. The owners wanted to build brand loyalty by aiming at adult women. They could intermix their marketing messages into the serial drama. The term soap opera was born in this year, and they marked a precedent for native ads. Engagement with the audience was a key element with the creation of this content.
- During the baby boom era, Kellogg’s began selling sugary cereal to children. With this change in business model came sociable animal mascots, lively animated commercials and the back of the cereal box as a form of targeted content marketing. Infographics were born in this era. This represented a new approach to make a brand memorable with the audience.
All these successful campaigns have had their content planned out well, leading to the end result.
- Even in the digital era, Red Bull, a high-energy beverage, publishes videos and sponsored events of extreme sports ranging from mountain biking to Formula One. They also have published a magazine on men’s lifestyle, sports and culture.
- YouTube itself has grown to what it is today by outsourcing watchable contents from its users. As of 2016, YouTube had over 1 billion users, representing 1/3 of all internet users and reaching more people 18–34 years of age than any cable provider in the U.S.
- In mid-2016, an Indian tea company (TE-A-ME) has delivered 6,000 tea bags to Donald Trump and launched a video content on YouTube and Facebook. The video campaign received various awards including most creative PR stunt in Southeast Asia after receiving 52000+ video shares, 3.1M video view in first 72-hour and hundreds of publications mentions (including Mashable, Quartz, Indian Express, Buzzfeed) across 80+ countries.
Both front-end and back-end designers require content to further attract or impact their designs, ranging from infographics to websites to the audience. With the design attracting the audience for a second, the information the content possesses will take it forward. A recent HubSpot study confirms that content marketing can help you achieve impressive results. Companies that run blogs have 55% more visitors and 434% more inbound links than companies without blogs, so it’s no wonder that over a half of B2B marketers use content marketing as their main strategy. Even SEO approach requires a proper content-based approach to work on a larger level.
Apart from visual impact with the support of the content, other traditional methods such as E-mail marketing, blogging, social media, question and answer articles, depend on content for its successful approach to the customer’s need. According to DemandMetric, a great content costs 62% less than other marketing techniques but generates three times as many as leads. With the fundamental truth in our possession, it is safe to say, Content is king. It’s the king of SEO, and it’s king when it comes to helping you build trust and better relationships with your customers. Great content marketing also allows you to establish thought leadership within your niche, answer customer questions and encourage brand loyalty.