Marketers have been talking about “content is king” since Bill Gates first coined the phrase in a 1996 essay when describing the future of the Internet. So now, 27 years later, does that statement still carry weight?
Content is a great equaliser when building a brand, establishing authority, connecting with an audience, and maintaining credibility. Use of this strategy, will allow you to grow your business and get ahead of your competitors. Why? Because people will read and share a compelling blog or video regardless of the messenger.
If you think that content marketing has lost its lustre, consider the following statistics:
● 7 in 10 B2B and B2C marketers still utilise content marketing for their digital campaigns.
● 50% of marketers outsource their content marketing.
● More than 8 in 10 marketers are actively engaged in content marketing.
● 4 in 10 still consume content even after admitting that they are overwhelmed by the sheer volume available online.
● 7 in 10 prefer video over a text blog (11%) when consuming content.
Types of Content Marketing
Since Bill Gates wrote his essay, content marketing has expanded exponentially. He could not have envisioned the vast array of tools available for brands to reach their audience. Apart from blogs and news, for example, you can now launch campaigns using the following:
● Influencer marketing
● Surveys and quizzes
● DIY tutorials
● Handy guides
● Case studies
Brands can even exploit interactive content to elevate their connection with their audience through direct interaction. As a result, their target market will no longer remain passive observers, but instead active players in brand-building.
Launch your Content Marketing on a Budget
While content marketing may be a great equaliser, the brand with an unlimited budget still has the advantage. The budget can range from as low as £10 to £50,000, and, for the most part, you get what you pay for. It’s the reason why some brands are DIYing their online strategies.
However, you can still undertake content marketing on a limited budget. Here are some ways that it can be done:
1. Start writing a blog — It’s an excellent way to establish your authority and let the audience see that you know what you are talking about. The best part is it’s free.
2. Post regularly — You should publish at least once or twice a day. If this is too much, be consistent with whatever frequency you choose.
3. Utilise your social media — Facebook, for example, enables you to generate direct feedback from your audience. You can also share updates, promos, and freebies to incentivise your followers.
4. Prioritise SEO — This type of marketing strategy is affordable, and it’s the best way to increase visibility and rank high on the search engine results pages.
5. Fuel your strategy with data — Analysing your audience helps you understand their needs and preferences. In this way, you can calibrate the message for maximum returns.
Allocate 25-30% of your marketing budget to enhance your digital content. The operative word here is “consistency”. To avoid losing the audience you tried so hard to capture, ensure that you are regular with your posting.
Digital marketing is not a zero-sum game. You can use video content alongside a blog, meme or other online marketing strategies to increase your chances of success. The critical thing is to outline your priorities in line with your financial capacity.
If you’re struggling to get your content strategy up and running, hire a professional to take action on your behalf today.