Content is King, this term is not new to us. Till some time back, when people used to watch a picture or a play, they would say that the story is good or bad. Today, people use the word content for picture, drama or series, whatever they watch. Their reaction will be content of a picture or a play is good or bad. People refer to new topics as new content. Today is the time to give something new rather than the usual, because whether viewer or customer they always want something new. For this reason, low budget films with powerful content today compete with mega budget production films. Today, the web series has become a strong platform for new content providers who really want to give meaningful entertainment. You do not have to work under anyone’s control here and the viewer will give you the response or result of what you will produce at the very moment.
Content was served before and is still served today. But the difference is that today the media has fragmented & grown, and the viewer has evolved. For a longer period of time, the viewer had no choice but to watch what was served which was extremely limited in nature. But today he is king, you have to give him what he wants and if he does not get it, he won’t even look at you. So, with that logic, content is king, and customer is king in a way is the same. The reason is simple. You create content according to customer’s demand. Therefore, the content created for the customer can be called content is king i.e. customer is king. Lot of importance is given to the content in marketing today and all the focus is on providing the best content. The basis of this is customer-focused content and not content for the sake of content.
In marketing, the foundation of content is to reach the customer, to please him/her and to attract him/her. Any kind of message that you try to understand in terms of branding and marketing, whether it is literal, graphical, visual, video or interactive and it is web based i.e. it is on your or any other website can be called content.
The need and importance of content today is greater because it provides entertainment and information to the consumer. If we talk about traditional media, print ads, outdoor, TV, radio or direct mailer, all these can be called temporary. While digital content created is available for a long time or forever on said platforms.
People will get bored of seeing the content of that static ad and will not always be able to release it in the media due to its expensive nature. When content is created for the web, it will be there forever and anyone who wants to see it will be able to watch it at their convenience.
Second, in both, traditional and digital media you will have to create new content. But in order to serve new ones, the media cost in traditional will limit you to run your campaign. When digital media is affordable or if you set up your own platform, only content cost is applied primarily.
In digital, you gradually build a brand through SEO (Search Engine Optimization) or social media. What matters is how much ROI (Return On Investment) you get. But if you plan a content driven strategy, it will provide a long-term strategy attached to results expected.
Content will complement any of your online strategies. In addition, the content will give you many other benefits such as increasing traffic to your website or social media platforms, attract new people, your brand’s reputation will increase, the more powerful the content, the more the brand’s reputation will grow, this will strengthen people’s trust in your brand, also provide conversions for sales. It will also open up new revenue streams and if the content is evergreen it will stay on your web platform forever.
Content marketing is viewed in three parts; the first aspect is why you create content, the second is who will find it helpful, and the third is how. These answers will shape your strategy. The beauty of digital media is that you can target whoever you want. Initially we used to talk about the broad segments and devise strategy to target them. It may not even have my customers, but brand did not have a choice.
Today with the help of digital media you can target whoever you want so that your investment is not wasted. So, the first aspect will give you the opportunity to increase revenue, reduce costs and attract customers with the help of your strategy.
The other side will give you the opportunity to create content in which you will create a message that is interesting to the customer you want to target or tailored to his/her personality so that he/she will feel that this is created only for him/her.
For our information, successful brands will create different landing pages of their website so that when customer come to the website, they will get a relevant message about them so that the conversion will be easy.
The third aspect is to where all to publish the content. This includes studying the digital consumer journey of your target audience to publish a message on that website. Another fun part of content is that if it becomes popular it will automatically go viral and reach your target audience at no cost.
Often you can create content through crowd-sourcing. This gives you ready-made content and popularity to the brand separately.
Thus, content has many advantages and can be created in many ways. The main function of a digital platform and content is to convert the customer and retain the existing customer. The stronger the content, the more the customer will appreciate and adopt the brand. So, we can say that the content is king as the brand that will become king with the help of content will always rule the hearts of the people called customer.
Some parts of this article are excerpts from the book “BRAND BANSHE, BUSINESS VADHASHE”, written by Sameer Joshi, Founding Partner – Sam & Andy.