In 1996, Bill Gates, Microsoft’s founder and one of the most influential figures of all time, published a key prediction for the future. He wrote an article named, “Content Is King”. This was a time when the Internet was still in its infancy and internet marketing was yet to take off. Even then, Gates believed that content would lead brands to make “big money”. Twenty-four years later, time has proven that Microsoft’s co-founder was right on the mark.
Today, a content creation plan forms the crux of any digital marketing strategy. With the impact content is generating on key online marketing metrics, such as conversion rate, bounce rate, and email open rate, it seems evident that it will continue to reign in the 2020s as well.
ArcaMax Publishing has built a reader base of 3.5 million double-opted-in email subscribers by promoting and distributing high-quality content. Here are a few things we’ve learned and observed over the years.
What Makes Content Stand Out?
To understand the role of content in today’s world, you have to understand how the methods of media consumption rapidly evolved over the years. From newspapers to TVs and radios, to PCs, laptops, and smartphones, a lot has changed. In today’s world of cutthroat competition, it is tricky for businesses to keep up with the constant shifts and trends generated by the latest technology.
As businesses continue to launch their digital transformation initiatives, they have plenty of tools to communicate with their target audiences. Options, such as B2B conversational technologies, paid campaigns, social media marketing, email campaigns, and even AR/VR, have truly empowered businesses. However, it is their messaging that separates them and only content has the power to communicate that message effectively and ensure that it resonates with the targeted users. Thus, content is still king. Let’s elaborate on why content matters.
Regardless of whether you work in the B2C or B2B space, publishing engaging and well-researched content on time can earn the confidence of your business partners and readers. It leaves an impression of your brand that your content is valuable and educational. Your partners and readers will gradually associate positive thoughts with your brand.
Over time, their trust increases to an extent, where they are willing to become paying customers. This often occurs when the content is written in such a way that it provides solutions to the problems in their niche.
For instance, Mint is a personal finance application. Before launching their app, they worked on their blog and focused on content creation by targeting their demographics — young and busy professionals. Their content campaigns were well-received, which meant that Mint grew 20,000 subscribers before even releasing their core product. In this way, the company had a large pool of leads that was more likely to be converted. Since Mint had already built considerable trust, it was easier for them to convince users to use their app.
Builds Customer Loyalty
The main agenda for any business is to find and attract new customers. But, the lifeblood for most businesses is customer retention — how much of their customers are turned into loyal clients. This especially rings true for small and medium-sized enterprises (SMEs), for whom repeat customers are the bread and butter and ultimately aids in generating a sizeable chunk of their revenues.
Hence, you have to look for ways to boost your relationships with existing customers. Again, content can play a pivotal role in customer retention strategies. Create and share high-quality content to make sure your current customers remain hooked. Some of the most commonly used content includes how-to-videos, informative guides, and other forms of explanatory information. In light of the ongoing pandemic, you can also try webinars; they have been quite popular this year. This way, your customers can use your products/services effectively. And, the more value they benefit from, the higher the chances are that they will keep returning
For instance, suppose you sell Android phones. It’s possible that some of your customers may have been lifelong iPhone fans. Since the iPhone has an entirely different ecosystem, they will have a hard time using Android for the first time. You can make their digital transition easier with content that shows how to use the Android operating system. As you save their time and show them more productive ways to use their new phones, you have managed to add real value to their daily times. As a result, when they plan to buy any accessories or even a new phone, they would lean towards you.
Encourages the Readers to Share
People always love to share great content when they think it will engage their followers. Quality content that gets shared a lot causes you to be ranked higher. It is not as simple as just creating backlinks, but it does matter. The more an article is shared, the greater exposure it generates, which in turn will tempt authority websites to link it.
Whether you are creating content that will define your brand or writing a blog to make your site rank on Google, it all boils down to content. As long as people read online, shop online, and use search engines to solve their problems, content will remain the king.