You’ve probably heard it a hundred times; but when it comes to digital, marketing and website development, Content is King! Popularised by Bill Gates during a speech in 1996, this catch-phrase has never been more relevant than it is today. With the inception of social networks like Facebook and Twitter, content is readily and actively distributed on a massive scale. Distribution of media has evolved from a broadcast-based model to a social-based model, and the potential for branded content is enormous; anyone with a Facebook or Twitter account has as much impact on a piece of interesting content as the evening news once had.
But it can only reach its true potential when brands spend as much time understanding the distribution across the social network as they do on the creation of interesting content. Businesses are beginning to appreciate the importance of content in terms of website success; they’re getting smarter with content design, making it readable and more interactive.
The driving factor behind this change is realising exactly how people read online – or rather, how they don’t read! Eye tracking, skimming pages and scanning rather than actually reading; where we once wrote on A4 pages and stuck these onto our websites, we need to think smaller – bite-size chunks of interesting content which are easily scanned and digested by users.
So what is content marketing?
Jodie Sangster, chief executive of ADMA (the Association for Data-driven Marketing and Advertising), explains: “Content marketing is the convergence between marketing and publishing. It merges the motivation behind marketing with the discipline of publishing. The aim of both traditional marketing communications and content marketing is ultimately the same – to influence future customer behaviour. However, they achieve this aim in very different ways.”
Content marketing is the art of communicating with your customers without actually selling anything. It’s all about delivering information that makes your buyer more intelligent. The essence of content marketing is delivering consistent, on-going relevant information to buyers, who will ultimately reward you with their business.
In the States, about 25% of budgets go to content marketing, according to the Content Marketing Institute. So just how relevant is your content? Talk to Hart Design, web design Auckland today to see how we can help you with your content marketing.