Here’s Why Content Is King: And Our Tips For Using It Effectively

It was just over two decades ago when Bill Gates coined the phrase “Content is king.” Now, in 2021, that phrase is more relevant than ever. Rich and creative content marketing has become an integral part of businesses worldwide, and it certainly doesn’t look like it’s stopping anytime soon.

Why Should I Prioritize Content Marketing?

We all want our businesses to cut through the noise—and that’s why content is so great. It gives us the ability to show our personality and give value through something other than our products or services.

A creative marketing plan based on content is the perfect way for your business to give off the right impression. When a prospect lands on your website, you want to keep them there, right? It’s the quality of your website’s content that is going to be judged immediately and could be the difference between acquiring new business or not.

What Content is Right For My Business?

The first thing you need to do is figure out what relevant information should be available on your site. You want to make sure that whatever industry your business is in, prospects will be able to easily find what they’re looking for. 

Let’s look at the website you’re on right now, http://www.zettist.com/. We are heavily involved in creating brand voice and marketing strategies for our clients. You can find several informative articles on everything from creative marketing ideas to tips on leveraging social media tools and everything in between. We want our potential clients to know that we are experts in their field and a resource they can trust.

How Do I Find The Right Tone Of Voice For My Business?

Okay, so you have the information, now you just need to portray your content ideas in the right tone. Based on your content marketing strategy, you want your brand voice to reflect your company values and the industry you’re in.

Be wary though, it can be hard to create consistency here. For instance, you can use a humorous tone, but remember, just because you think you’re funny doesn’t necessarily mean that you are—so it is best if you have a professional comedy copywriter create it for you. If your industry isn’t really one for humor, maybe you’d like to focus more on being an expert in your field and making your website a “one-stop-shop” for your prospect’s needs.

What is important is that your content has a consistent tone, or you run the risk of your content not having a true identity in your space.

Where Do I Put My Content?

Ideally, you want to have your content spread across as many platforms as possible so that you attract more people. This is where a content calendar and strong content strategy come into play. Blogs are a great way to continually create new and exciting content for your clients to engage with. The more content you have on your website, the more likely it is that people will find your website via a search engine or social media. Remember, search engines can only crawl content that exists on your site (i.e., don’t expect to show up for the keywords “marketing for gyms” if you’ve never written about it).

However, it doesn’t stop there. You can promote your content easily by creating beautiful images for Instagram, Facebook, Pinterest, Twitter, and the like, adding links back to your main article whenever possible. Not only does this add value to your feed, but it gets more people onto your site and reading your work. This also takes some weight off your social media marketer, who has to find new and engaging content every day. They can promote recent articles and repurpose quotes and snippets from old ones, all while leading people back to your site to learn more.

For us, we like to create evergreen content for the bulk of the work that we do for our clients. This simply means we aim to create articles that will still be useful in a year, 5 years, or more! Now, in some cases, it does make sense for us to create articles that are for brand building purposes, but keeping evergreen content in mind means that your marketers can repurpose it in the next quarter, next year, or in a decade!

Not everything that you create is going to be a home run. Some of the content you thought would catch on and be incredibly receptive won’t be and vice versa—but don’t let that get to you. Ultimately you want to be consistent so that there is a constant flow of content and traffic to your site and social channels. The more content you have on your site, the more you’ll learn about what your clients like and don’t like, which will help shape any strategies you create in the future.

If you need help building a content strategy and maintaining it, contact us. We take a customer-first SEO approach to all of our writing to ensure that your audience gets exactly the content they are searching for.