In this digital economy, it is not only about showing the physical product that we sell, it is also about providing valuable information for those who are looking for solutions to solve their main needs.
According to the Content Marketing Institute, 70% of consumers prefer to get to know a business through articles rather than advertisements. This is why content has become a priority for any company that needs to communicate with current and potential customers.
Content is king
Content marketing is no longer the buzzword that emerged almost two decades ago, and has become an essential component of marketing strategies. Well said Bill Gates in an article published in 1996: “Content is king”; And although this phrase today may sound like a cliché, it is an indisputable truth, because without content there is no communication, and without it, there is zero possibilities for business growth.
So if today you still ask yourself: “Does my business need content marketing?”, I would say flatly, yes! All companies are created to help solve someone’s problem, and to have a successful business, our products or services need to help solve that problem.
Content marketing efforts are there to guide and guide in solving the customer problem, create and nurture an audience – which can promote and support the business – and drive so-called customer success (helping customers to obtain the maximum value of the product or service).
Distribution strategy, critical to content discovery
However, from my experience, it is not enough to generate content of value and relevance and publish it “without feet or head”; making it discoverable to the right audience, at the right time and through the right channels is critical. This is surely why Jonathan Perelman, former vice president at BuzzFeed, updated Gates’s phrase, signing that “Content is king, but distribution is queen and she wears the pants”.
No doubt. We can create the best content, but if it is not discovered organically by the right audience, then it will become a waste of time and effort. How we distribute and share content is as important as the content itself, as millions of content are published every day in different formats across the web.
This sparks a kind of battle with many other content sources, all struggling to capture the attention of readers. Without an effective promotion and distribution strategy, all of our content efforts will fail.
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