In 1996 Bill Gates, co - founder of Microsoft, published an essay called ‘Content is King’. Within this essay, Gates predicts that content will be where most of the money will be made on the internet . He reflected on the massive opportunity the internet provided for content marketing, “One of the exciting things about the Internet is that anyone with a PC and a modem can publish whatever content they can create. In a sense, the Internet is the multimedia equivalent of the photocopier. It allows material to be duplicated at low cost, no matter the size of the audience.
The Internet also allows information to be distributed worldwide at basically zero marginal cost to the publisher. Opportunities are remarkable, and many companies are laying plans to create content for the Internet”.
Content marketing today
Today Gates predictions are qualified, content is at the heart of businesses marketing strategies in the form of websites and blogs. This is a dramatic change in the world of business, advertising and marketing. Today, the first port of call for any potential customer/ client is the internet. It is where people go to gather information about your company and to purchase goods. According to a 2015 study carried out by the Content Marketing Institute and MarketingProfs 70% of companies are already creating more content, with 55% planning on increasing content marketing spending in the next year.
Know your audience
You must make sure that your content provides the information your clients are looking for. It is more effective to create high quality content that is targeted to your audience, rather than mass amounts of diluted content that is aimed at a wide spectrum of the public. To ensure this you must know your target audience. Marketers today have unprecedented access to more information and greater insights into customer preferences. This requires time and energy but is invaluable when it comes to producing valuable content. If you are serious about succeeding in this field you should enlist the help of digital marketing experts. Digital marketers will match traffic with business attributes and help your company to develop a precisely targeted message.
You must know what it is that makes them tick, what their passions are and what exactly it is they are looking for. It is also important to know the demographics of your intended audience and which platforms they use most often, for example Facebook, Twitter etc. Help your potential clients. Use your content to show that you understand the problems they may be facing and how your product/ service can help alleviate them. Demonstrate how you have helped others in their shoes - if possible provide them with case studies. Relevant content information will help to turn potential prospects into buyers and buyers into loyal customers. It helps to attract your ideal clients and therefore helps you to sell more.
Below are 4 factors you must get right to achieve successful content marketing;
The right audience - separate your content to suit your separate audience demographics
The right message - understand what motivates your audience
The right medium - which medium best suits your content, your aims for the content and your desired audience’s platform of choice
The right time - targeted content must be sent to desired audience at the right time and with the right frequency.
Keep your brand persona consistent
As well as targeting your audience, content marketing also gives you the opportunity to demonstrate your company’s expertise and get your brand persona out there. With today's advances in technology, your content can be accessed by millions of people worldwide within minutes of it being added online. Therefore, you must ensure that the content you produce is targeted, informative, interesting and reflects your brand persona. Your brand persona is reflected in the content marketing that you produce. It is important that your writing style and opinions remain consistent and are reflective of your overall brand. Consistency creates trust and trust encourages loyal customers and effective advocates.