Content Is King – What Does That Mean

Content is King. For marketers and copywriters this idea is well known. But what does it actually mean?
Content is simply the written, audio or visual text or message you publish either online or off. This includes not just the actual subject matter, the substance of the piece. But also the significance, the meaning behind the words.
In this way we can see that unless your content connects with the reader in some way, your message is easily ignored.
This message is published in any number of channels: blog posts, articles, tweets, websites, sales pages, landing pages, videos, photos, podcasts, newsletters, and invitations to events. In short, all the different ways you are trying to reach an audience there must be some sort of message that is filled with “content.”
In the past most of this content distribution was handled through a source like a newspaper, magazine, radio or TV that gathered information, created news stories, and published it to many subscribers. Today many of the media channels are now struggling to find the revenue to keep them solvent. Why is that? What happened?
The Internet happened and changed all our lives. Now that people are spending more time in front of their computers, they’re gathering their own data, telling their own stories, and publishing them online for all to see, read, and comment on. The stories and need for them has not gone away. But the location of where people find the information has shifted away from offline to online sources.
And with that shift came the ability for the consumer to simply stop listening to your marketing message. The old style interruption marketing is not as effective anymore. From TiVo and caller ID to the back key on your computer, the consumer is now in charge of how they want to receive your message.
How Can Clear Content Help You Grow Your Business?
This situation is forcing companies to find new ways to reach their customer base. It’s a double-edged sword. Adding more content to your online marketing on top of all the other tasks of running a business is a challenge. It does take more time and effort.
On the other hand, it provides a vast opportunity to present your particular message to a targeted audience who is waiting to hear what you have to say. It also helps you get very clear about your own business; who is your target market, what are their needs, what problems are they facing that you can solve?
How do you create great content?
The key is to know your customers, your readers, your buyers. Keep the focus on them. Find out what they are interested in, present the benefits they receive by working with or buying from you. Engage them, pull them in, use stories to bring your company to life and give your brand some personality. Educate, inform, entertain, be helpful, and show how you are the solution to their problems. All these are ways to use content to grow your business.
Whether you write articles, make videos, podcasts or show photos, of course quality matters. Taking the time to develop great content pays off in customers who keep coming back for more.