Content marketing has evolved over the past two years. While quality content has always been a hallmark of successful online marketing, the way people use quality content has changed.
Plenty of businesses and individuals have relied on content as a go-to marketing tool for years. And, for a long time, text-based content remained king. Most online marketing funnels, such as blog posts and link building, relied on text-based content to network and, eventually build an audience.
The evolution of technology has changed all of that. A decade ago, people didn’t have access to other forms of content, such as videos and images. Most people had dial-up Internet access, so it was difficult to access that type of content on a regular basis.
Nowadays, most people use faster Internet connections that have evolved with the times. Video and image-based content are the norm now, and with most people watching or viewing some type of image-based content nowadays, businesses need to adapt and start marketing with that form of content, too.
2013 was a revelation for many businesses in that respect. And, there’s a reason behind that. In this article, let’s learn about why content marketing’s so important nowadays.
The importance of content marketing
Content marketing is a necessity for businesses if they want to have a successful online marketing campaign. It even helps businesses convert prospects into leads far faster than other marketing methods have in the past. That alone is one reason why content marketing will remain king. Here are a few other reasons why that’s the case.
Content: more than text
Content, in the early days of the web, mainly referred to text-based content like articles, blog posts and web copy. Nowadays, content is more than just text.
Now that technology has evolved to allow people access to information at any time, so has content.
Content is now: text, images, audio and video. And, they’re not just useful separately, either. People now combine all four elements to create multimedia content for their audiences to view and consume.
Don’t forget about mobile, too
Mobile platforms exploded over the course of this decade—and it’s only going to go up from here.
More people access content from their mobile devices nowadays. In fact, mobile devices like smartphones and tablets are some people’s only form of web access. With the aforementioned fast becoming a reality, it’s imperative for businesses to get on board with promoting their goods and services via mobile platforms.
Of course, it’s an even better idea to start developing content befitting a mobile device. That means utilizing responsive web design. Responsive web design is a type of practice used to create websites and web pages that fit any device where people view that website or web page.
Responsive web design displays content properly, and in ways attractive enough for people to, well, want more out of that content. There’s a reason why many businesses want their websites and web pages to be responsible. Not only does it look attractive, but it’s the best practice, too.
Your content, your story
Another thing about content marketing in this decade is the phenomenon of telling your story to your audience.
Creating content that reaches out to your followers is one of the elements of having a successful content marketing campaign. Don’t believe that?
When people are encouraged to act after reading content, they’re acting because something within that content encouraged them to act. In most cases, the content appealed to them enough. It spoke to them.
You can speak directly to your audience if you create content that engages. That content can be as simple as a blog post to as intricate as a series of video advertisements geared toward showing others your work process.
People want to relate to the brands they love to buy. They also want their favourite brands to be transparent. By staying transparent, relatable and honest with your audience, you’ll gain the potential to grow that audience in the future.
Promote your old and new content
Of course, you can’t really create content that’ll languish in the depths of the web. You have to, eventually, promoting your older content alongside your new content, too.
There’s always an audience for something on the web. And, your content isn’t going anywhere, either. Content from the mid to late 1990s still exists on the web somewhere, so it’s not like your content will disappear in the next decade.
Even if the information is outdated, it doesn’t hurt to update that content. That way, you’ll have twice as much content to promote when you do decide to finally update.
As you can see, content marketing is a vital part of promoting and building a business via the web. Content marketing is so effective that it actually helps small businesses save money on online marketing. So, that alone makes content marketing worth trying at least once.
Don’t forget about Direct Mail!
Naturally at ClearPrint we’re big fans of print marketing too. In an article we posted on our FaceBook page called Print Marketing is Thriving – you can clearly see marketing in print and not just online is still a highly effective way to communicate your message to your customers.
Direct mail still holds a 43% share of total retail advertising, and 76% of small businesses say their ideal marketing strategy involves both digital and print marketing efforts.
Print marketing campaigns are a great way to supplement social media campaigns, and social media can be used to supplement your print marketing campaigns. When it’s done right they can work together to be a very powerful and effective approach to bringing in new business.
We have lots of great print design templates that you can use as a starting point to get your marketing projects a kickstart.