Content is king.
You may have heard that statement before. Or you may have heard it 75 million times by now. And yet, there is a very good reason as to why.
The Content Marketing Institute defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
Sure, that’s the definition, but the importance of content has a wide breadth, one that is far-reaching, and furthermore extends to experiences outside of business. We all have a story to tell — in both our personal lives and in business. We all have experiences we want to share with others and no one can speak on these experiences quite like us. There’s a reason why a website like YouTube has exploded in the last 15 years, as both the general public and influencers have pushed out an unbelievable amount of content. As a society, we can’t get enough of it.
The tech world is not all that different.
In business, the entire point of content marketing is to tell your story, tell it well, and tell it in a way that is personal to you. If you can do this, while educating the masses along the way, you will be a leader in your space. Content marketing is meant to be educational in nature. The objective, with each email, blog entry, book, podcast, video, photo series, etc., is to stimulate the brains of those searching for your products or services. The idea is for your company, or the client you are representing, to consistently stay “top of mind.” We know everybody is not an impulsive decision maker, so the more you educate and the richer your content is, the better things will tend to go for you. Why is this important? Well, over time, the tendency is for the decision maker to reward the educator with his or her business. And that makes sense, of course. If an individual or company is recognized as a leader in a particular space, they, far more often than not, will be highly trusted at the point of purchase. We do this not only in the tech space, but in every facet of our day-to-day lives. We place our trust in the educators and justly reward them.
Remember that Youtube example I used? Well, do you think a teenage girl who has been watching makeup tutorials from the same person for the last three years will be more likely to buy a product that person recommends? Do you think someone that has been following a social media personality for a while will be more likely to buy a product that person recommends? I think we know the answer is yes.
That is the importance of building trust through content.
And, of course, Google also follows this line of thinking.
At the heart of how Google handles their SERPs [search engine results pages] are two prevalent factors – relevancy and trust. Now there are a multitude of factors to consider, but it simply boils down to this – if Google can trust you, through solid backlinking, a strong page authority, and by having content that is vibrant and engaging, you will gain valuable real estate in your space. If you’re already the leader in that space, your dominance will only grow. This is particularly important to mention, because your competitors are not dormant, and neither should you be.
Marketing yourself through content, in both business and on a personal level, is merely educating and telling a story.
Now that we have touched on this, what is your content strategy?