Since Bill Gates 1996 proclamation that ‘Content is King’, websites that post frequent, relevant updates to their sites have continued to develop and provide value to large audiences.
“I know Content is King, but what does it mean?”
Gates likened the internet to existing broadcast models stating:
“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.”
Remember, this was in 1996, as much of the technology delivering content has changed, the concept ‘Content is King’ remains relevant.
Gates also theorized the growth in citizen journalism commenting on the elimination of barriers to publish, “One of the exciting things about the Internet is that anyone with a PC and a modem can publish whatever content they can create.”
Does your website engage visitors and allow for them to be educated on your products and services? If not, you may be in need of some fresh content. Frequently updated content is a key component of any digital marketing strategy.
Sharing relevant content with your customers has never been easier. Modern Content Management Systems (CMS) allow for easy editing. Current distribution channels allow for development of targeted audiences and simple distribution. Advancements in technology allow for most updates to be made using your smart phone.
When is the last time your site was updated with a blog post? Was it shared across social media platforms like facebook and Twitter?
How about a company newsletter? Have you used any tools to automate the process of publishing content relevant to your audience? Do you send one monthly? How about quarterly?
I have had positive experiences with Mailchimp, Real Magnet, and Constant Contact for both distribution and reporting of e-newsletters. Sending a monthly e-newsletter to your customer database will give you information on who reads what articles, and which links are clicked in the content. This data in turn can serve as sales qualification and/or editorial direction moving forward.
There are multiple ways to engage existing and potential customers through informative content on your website.
Content Sharing Tips:
Email it to clients
Share it through social media channels
Distribute it to local traditional and digital media sources
Notify industry specific associations
Contact industry relevant blogs
Sometimes, what is an everyday occurrence would be of significant interest to your clients, even spurring the purchase cycle to a rapid close. Often, owners have encyclopedic knowledge regarding their industry and just need a forum to distribute that knowledge. Clients not only learn about product specific benefits, but also gain trust in your authority on the topic.
Developing an Editorial Content Calendar is part of any Digital Marketing Strategy. Determining what to communicate is a collaborative process and can include items like event promotion, product benefit, employee updates, business anniversary, holiday reflections, etc…
How does someone come across your website? What are you doing to educate them on your products and services?
Developing an Editorial Calendar as part of a comprehensive Digital Marketing Strategy is a great step towards ensuring your website, social media presence, and Search Engine Optimization are all spurring clients to action.
What are some ways you come up with article topics? Leave a comment below with your tips, the most creative will win a $10 Starbucks giftcard. Submit your ideas by 06/30/15 to be considered.