Content. We hear that word daily. You need more content marketing! Content is king! But wait, which King?
From the TikTok creator begging for you to share and like their “content,” to major brands discussing Super Bowl campaigns, (though, that might be a different conversation in 2021), we are told that “Content is king” and that a content marketing strategy is a MUST!
But what does that even mean? Content is king? What does a content marketing strategy even consist of?
Because, in all honesty, the Hipster Ipsum (our fun version of the Latin filler text you see at times) we use before “content” is written, is also content. It’s just gibberish. That’s not a strategy at all, and definitely not a content marketing strategy.
So, yes, content is king, but as kings go, it has to be more like King Arthur or King David and far less like Burger King.
What is a content marketing strategy?
Relevant, meaningful content is king. Words that don’t drive action are not much better than Hipster Ipsum. This holds true for all forms of content, like video and audio. When’s the last time you watched a boring video for more than five seconds?
A content marketing strategy should help you easily answer the most common questions about your brand and your profession. Many business owners are so busy minding the store, they miss out on the many ways a strong digital footprint can help them. Your “content” is also what you tell folks on your social channels. So, your content marketing strategy involves far more than your website. In this space, until you turn customers into raving fans, your posts are basically “interruption marketing.” With that in mind, it’s important to decide if your interruption is worth someone’s time and attention. Your content marketing strategy wraps in the marketing research, machine learning, video content, lead capture forms, along with the copy you develop to increase your overall engagement online but most importantly your conversion rate.
For so long, a website has been viewed as a digital listing rather than the autonomous tool it can be. It is your content that drives that artificial intelligence. Don’t get nervous. Even a simple website connected to a basic CRM, like MailChimp, can automate a lot of the work you may do daily. Regardless of all the bells and whistles, you can incorporate into both your digital real estate and platforms like Facebook, it’s people who are the end-users. People need stories, and people do better when guided along any journey. Make compelling storytelling a part of your consumer’s journey if you want to increase your conversion rate.
Your website can function like an employee!
The best result is the happy marriage of technology and humanity. You want to create content that helps the visitor use the technology that you need them to. This comes in the form of eCommerce when you want someone to buy something. It can help you capture leads so that you have a new audience to market your services to. Users can watch video tutorials about your products or services rather than asking you to explain something complex and visual over the phone. Correctly formatted content coupled with technology can even perform specific tasks for you.
Ask yourself these questions:
Is my content kingly? Does it deserve a crown? Meaning, does the content on your website and your social channels do the following things:
or Engage your audience?
Is there any rhyme or reason to the flow of your content? Do you have a content marketing strategy?
Is what you’ve shared helping your audience to know what you’re like to work with?
Do the words, images, and videos you string together online pull the reader along to an end result?
Does your social content resonate with your audience? Are they paying attention?
Are you paying attention to your audience?
Are you planning out additional development to your website? Are your social posts coinciding with your business needs?
Do you have compelling calls to action in all your posts and on all the pages of your website?
What’s your follow up process like? Is it automated? What do you do with the leads you capture?
Not even sure what a call to action is?
Well, in short, a closed mouth never gets fed. That’s a country saying, admittedly. It’s still true. If you do not ask someone to do what you’d like them to do, especially in the digital world, they will probably not do it. This is when content isn’t king, it’s not even a knight or a court jester. This is content puking with no strategy. If the words, images, and videos on your social channels and on your website do not move people to take action, then change them and add some variety, mix it up!
Think about what you want them to do! This seems simple, but it’s often overlooked.
Do you want them to:
- Fill out a form
- Watch a video
- Listen to a podcast
- Take a quiz
- Click a button
- Download a thing
- Register for an event
- Read more
- Call you
- Email you
Define what you want a site visitor or social follower to do, then set up your content marketing efforts to achieve that goal.
As marketing and web design professionals, we recommend that you give your audience every possible opportunity to connect with you. Also, remember that content includes all video, graphics, or audio. Think through the words you share in other formats, like Instagram Live or on TikTok. The written word needs to compel action, but so does the spoken word. According to a study by Forrester Research and an experiment in multiplication, one minute of video is worth 1.8 Million words. Take 30 frames per second and multiply that times the theory that a “picture is worth 1000 words,” you get 30K. Pull out your calculator if you’re not a math whiz and multiply 30K times 60 seconds and BAM – one minute of video is worth 1.8 million words. Technically, you have to show a different image in every single frame, which would probably give you a headache, but we digress. Video is powerful.
If content is King, SEO is GOD!
We’d be remiss to not say that at times, your words might be great, and your video might even be worth 1.8 million of them, but your site design or your visibility online could be the issue. In that case, it’s important to get a consultation from a professional to help you map a user journey that will positively impact your wallet.
Reach Out to the SupaNova team today!