Content is (still) King!

Content is (still) King!

Kayla Graham

It’s been over two decades since Bill Gates declared, “Content is King!” And you’ve likely heard the famous marketing phrase many times since then. But heading into the 20s, does the term still reign true?  

Yes, actually. Content isn’t going anywhere: it helps people find you, generates traffic, converts viewers to subscribers, and shares your brand’s story. Here’s a look at why content is still king, and how to keep yours ruling into the 20s.

Content creates lasting relationships with customers. In the past, the focus was often on building product awareness, and a relationship with a customer lasted until they made a purchase—or they had an issue with the product. Now, content marketing creates long-term connections with clients that continue well past the initial investment. 

Content expands the ways customers can interact with a company. People who buy a product from a company can continue to have a connection with the business through its content. They may visit their website for web tutorials, podcasts, blogs, or FAQs. They can also follow the company on social media channels for answers to questions and to connect with other customers. And from there, they can browse socials for stories, articles, and inspiration. Keeping your content relevant and regular can increase the quality and length of the customer-company relationship.

Provide meaningful content

Customers are looking for reliable content to advise their decisions. So, make sure you produce quality content in all of its forms. Your content must have value:

  • Is it useful? Content should help current or potential customers succeed. Content that helps customers achieve goals creates a positive business image. For instance, FAQs help answer clients’ questions.
  • Is it informative? Informative content educates consumers. Aim to teach your audience some new and exciting information. A video tutorial or how-to article can show clients new features of your products and services.
  • Is it entertaining? Set out to engage your audience with compelling stories and examples. Share the creative or humorous aspects of your brand’s personality. Content that entertains grabs attention, makes you relatable, and keeps customers coming back for more.

When your content entertains, informs, and helps people, they seek it out. Several mediums are effective for sharing content. 

For example:

  • Videos are a great way to get attention and are easy for customers to absorb. They are especially useful for product demos, tutorials, vlogs, and testimonials. 
  • Blogs and articles are a great way to build trust with your target audience. Sharing your industry knowledge develops relationships with current and potential customers. To drive traffic to your site via blog content, make sure you know your audience. Write about topics your target clients find valuable.
  • Let’s face it; people are busy. Podcasts can be a personal and flexible way to reach your target clients—and they allow audiences to listen to while on the go. 

Promote your content

Once you craft content, where do you put it? Do your clients know it’s out there? And do they know where to find it? Getting your content out on social media and a website—and then promoting it—is crucial.

Your website is essential when it comes to promoting your business’ content. Videos, articles, podcasts, and blogs are great ways to advertise subtly. They drive traffic to your website—and then sell products and services. 

Social media is a hub of communication, entertainment, and education. Because of this, it’s a prime space for sharing your content with the public. You can publish videos on platforms like YouTube, Facebook, Instagram, LinkedIn, and more. Other types of content—like blogs, podcasts, and photos—can also be successfully shared on social media. And they can link to your website and drive viewers there. Carefully select hashtags, captions, and images to accompany your content.  Content is still king. As we head into the next decade, make sure to keep yours fresh, exciting, and well-placed.