Who said content is king

When creating your content, you might get a little confused about what context has to do with it. Simply put, content is anything you create to share with your audience.

This could be videos, blogs, product research or social media posts. Context is the circumstance in which your audience will see the content — the setting that gives it a meaning. Context can be nuanced and personal as well as wide-reaching. News, global events and pop culture also provides new context for brands and companies. This control is gained by establishing the circumstances in which you share your content and that is yet one more reason why content is king.

There are many examples out there of companies being smart and using events as context to market their products. And all of them show off why content is king. Often times, a brand will work with a third party to help create context, such as social media influencers. Influencer marketing is a great way to promote services and brands in a more organic way.

For example, the Swedish watch company Daniel Wellington has been working with influencers for quite some time. It introduces people to the products on offer without using sleazy marketing tactics, and consumers love that. Oreo is another good example. When the company came up with the myoreocreation campaign, it got consumers involved.

People were asked which new flavours they would love to see. Hundreds of thousands of consumers got involved. This was a fantastic way to create their own context in which to share content. People felt like they were part of the process and that increased brand loyalty as well. The brand uses the experiences of its users to show off its products.

Instead of advertising in traditional ways, GoPro creates context by showing users what their products can do in real life. People are constantly sharing their videos with the brand. This is a brand that knows all too well that content is king. As you can see, context is a very important part of marketing planning.

You need to approach it with care to ensure you work it into your strategy in the most effective ways. As a result, your content might not perform as well as it could have. This is the first thing you need to do and is the cornerstone of any marketing strategy. Oreo and GoPro know their audiences and as a result, they know how to create context for their content. When you know your audience, you will know in what context they want to see your content.

As part of knowing your audience, you will also identify all the pain points and obstacles they face. You can use this information to create context and really target your audience directly. Now, use this opportunity to create supportive content. Show your audience that you understand their troubles and difficulties. Make it clear that your brand or service can solve all their problems and meet their needs. It is at this point that you will brainstorm ideas on how to create content and context.

How can you show your audience that they can benefit from your product or service? Tell your audience what your aim is and how they are better off with your product or service. The best kind of marketing is always going to feel personal. With a good combination of content and context, your marketing will feel very personal.

This will take good planning and a keen eye — you need to identify situations and circumstances that will help you reach your audience on a personal level. It is a lot about timing and creativity. You can also use marketing automation software like Routee.

For example, a retail website can have a chatbot that helps customers to find what they need. Cart abandonment emails sent to users after leaving a site without buying is also a good idea. You can also use retargeting ads on social media after visits from a prospective client. Surely, it is plain to see why content is king when it allows you to do so much.

The ways that you use to make things feel a bit more personal will be influenced by your brand and what you hope to achieve. It is your virtual door to your audience. Great content has the ability to speak to the hearts and minds of your audience and customers. As such, it is important that your website has the right kind of content. In the end, it is your content that will convince people to buy your product or use your service.

It may be difficult to believe, but other elements such as design and visuals are secondary. When combined with killer content, it becomes more successful and valuable.

It is highly recommended that you hire someone with good copywriting experience to help you create content. A good writer will be able to take your ideas and transform it into the kind of content you need. Websites are your way of introducing yourself to your audience. You have to make sure that what people see is high quality and valuable. Digital marketing uses content to promote brands, products and services. Without content, digital marketing would not exist.

Take a moment to imagine social media, or the internet as a whole, without content. There would be nothing to visit because there is nothing to show and share. The backbone that drives interaction and engagement is good and value-filled content. And the only way to do that is to have content promoting yourself.

But you have to work at making sure your content is royalty. With so many websites to choose from, the best way to make sure that your audience comes to yours is to be interesting. You should be adding value to their lives in an interesting way. It can take a while for you to know just what kind of content you need to create to be interesting enough for your audience. Take as much time as you need and use all your audience research to create interesting content that keeps them coming back for more.

One thing that really helps solidify the belief that content is king is the fact that you can make things very personal. At the core of marketing are the customers or consumers, and you need to show them that they matter. With great content, you can do just that. You can use your content to gather information about your customers. This data can be used to make them feel important. Info such as names, birthdates and product preferences can go a long way to achieving individual treatment.

You can also work Live Chat into your webpages, giving your content an even more personal feel. Of course, this is much easier said than done. But with proper planning and some creative thinking, you can get your audience to react the way you need them to.

You can do so by using strong call to actions, which could ask visitors to fill in an order form, sign up for special deals or contact you for more info. However, the key here is to make sure that you impress on your audience the need to act immediately. Be more subtle but just as striking.

If you want to be taken seriously and admired, give your audience reason to look up to you. You can use your content to do this. Have good grammar and spelling and make sure your punctuation is not poorly executed. Use clever language as in the witty kind but avoid jargon and overly fancy words. Make use of attractive visuals, colours and themes in your content. For some advice on this, be sure to check out our colour psychology article on how colour plays a role in your marketing strategy.

In the digital marketing world, consistency is key. You need to create a sense of trust and reliability with your audience, and consistent behaviour will help a great deal.

The frequency with which you do it is important as well. Do a lot of research and build a solid content strategy with this in mind. We live in a modern time and people are growing increasingly unwilling to wait very long. The quality of customer service has greatly improved over the years and online interactions have contributed. Thanks to social media platforms and other online communication, customer service can be quick and pleasant. With that said, you have to ensure that your customer service does not lack in any way.

Should you fail and provide sub-par treatment or not react fast enough, your audience will respond. A company or brand called out for poor customer service will feel the heat. Responsive and Out. For many, the next iteration is Responsive Web Design RWD , which focuses on the delivery of one website that works with all devices, ensuring content displays correctly on everything from desktop monitors, through to smartphones and tablet devices. RWD continues to grow in popularity with web developers, as it allows for multiple-device experiences from a single pool of code.

For IT, this is a sound and scalable solution. But for marketers there are still pitfalls in RWD. In addition to performance, marketers are looking to out manoeuvre their competition, grab hold of a user and increase engagement which is only possible through customized mobile experiences for their customers online, and this can be difficult to achieve with RWD, as it is primarily focused on layout.

This knowledge comes from the Netbiscuits Device Detection which provides a set of server-side components that enable the adaptation of web content and design to deliver the most engaging experience possible for that device. Brands failing to drill down to this level and deliver adaptive experiences run the risk of customers abandoning their websites.

Analyze This — Device Context and Beyond. An effective mobile marketing strategy takes in to account a variety of factors, such as: page impressions, unique visitors, session duration, basket abandonment, conversion and revenue tracking, combining these with event statistics that include media plays, trigger-calls, clicks and form submissions to give a complete picture of user behavior.

Beyond these traditional user metrics, Netbiscuits Analytics was developed to capture and integrate key contextual information for mobile web users, which can build up the most complete visitor profile, detailing device specific and contextual factors. Understanding visitor context at the time of connection, including location, remaining battery life, orientation of the device and the quality i. Taking these into account, alongside the precise make and model, operating system and browser versions along with usability components, such as ability to process JavaScript and HTML5, the memory and CPU power, take mobile web analytics to the next level.

For this reason, companies try to create content that provides value to the visitor. Thus, the perception of the company is positively influenced by the public. In addition, companies can keep track of different content marketing strategies:.

The tools for content marketing include, for example, whitepapers , infographics, ebooks and blogs. To succeed with content marketing, in addition to high-quality content, a strategic approach is helpful. Unique, high-quality and current content is essential for good ranking in search engines like Google. During the early days of the Internet, websites were able to achieve a high ranking just by loading the text with keywords. Since then, Google has provided new updates like Panda, Penguin and Hummingbird that rate quality content increasingly higher.

The weighting is constantly analyzed by search engines for different factors. However, experts agree that the content of a website is one of the most important criteria for ranking in search engines. Only with high-quality content can the ranking of a site be optimized. It implies that unique, high-quality, interesting and relevant content contributes significantly to the success of companies on the Internet.

Companies should, therefore, primarily think of great content before they take further measures in their search engine optimization strategy.