Content is King!

August 26, 2015
Jay Patel

“Content is King” wrote Bill Gates way back in 1996 while discussing the future of computers and internet. The visionary predicted way back that content publishing on the internet will grow into a giant it is today, and this giant will continue to grow. Content is, and will always stay the King.
For those of you, scratching their heads and wondering what content marketing is about-this blog post, right here, is an example of content marketing. Allow me to explain. According to the Wikipedia page on content marketing, “Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.” In the age of social media, where every brand has moved to Facebook, Twitter, YouTube, etc. to constantly interact with its customers, content marketing comes handy. Content marketing includes sharing case studies, how-tos, articles, infographics, visual media, etc. to generate traffic on your website. These stories are shared primarily to give your brand a voice.
Till now, your brand was a personality. It was good looking and attractive. But now it has found its voice in the form of content marketing. Content marketing acts as a mouthpiece, letting the brand talk about itself-and helping it share what people are talking about it. It shares stories relevant to itself, its personality and its core belief. But why is it telling so many stories? How is it helpful? Because it sells your brand. People are not on their guard while reading an article, thus they are more receptive and accept what you are saying. A study has revealed that 70% of customers prefer getting to know a company via articles rather than advertising. Now, these customers who are already enticed by what you have told them, start sharing stories about you, generating good will for you. Thus, content marketing also leads to generating a lot of traffic on your website. Easy to read, simply written, engaging stories can help you crack the benefits of SEO too.
Some examples of content marketing in India are- Royal Stag’s Large Short Films initiative, where some of the best Indian filmmakers made short films for their website. The short films conveyed Royal Stag’s message of “No compromise, no short cuts-It’s your life, make it large.” Thus, very effectively-with the use of visual media, Royal Stag stayed in the minds of consumers. Another example of content marketing in India is Coca Cola’s Anandana campaign. The website shares stories of Coca Cola’s work in areas of water sustainability, climate control, healthy living, etc. It was instrumental in conveying Coca Cola’s core belief of “sharing happiness” suggested through their work, and even by the name “Anandana”.
In this age, where people are “always online” through their phones and tablets-content marketing is the place to cash in, since people constantly surf for stories online. It can help you talk a lot about your brand without, necessarily, spending a lot. Also, it has become much simpler to get feedback from customers-as people share and comment on your posts. This, in turn, has made it easier to find out if people find your content valuable. It’s easy to churn out stories, but are those stories valuable? Do they add value to your brand? Do they give valuable information to your customers about your brand? You might have a number of ideas flowing in your head already while reading about content marketing, but staying intact on the “value” front is the key to content marketing.
As predicted by Cisco, by 2017, video will account for 69% of all consumer internet traffic. So, those of you who aren’t betting on content marketing already can gear up for the future by designing a content marketing strategy with videos at its core, while written material supplements it.
This blog post is part of our content marketing strategy too; tell us what you feel about it in the comment section below.

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