In the olden days of marketing, content consisted of a printed brochure and evolved to things like videos saved onto cd’s that could be mailed out or handed to prospects. The beauty of content back then was that until the supply ran out, there wasn’t much to refine (or add), nor was there a need to generate ongoing content, as there weren’t outlets for it. The main exceptions were tactics like monthly newsletters, press releases and catalogs; valuable tools to keep in front of customers and prospects.
To say the landscape has changed would be the biggest understatement imaginable. Content matters today for a number of reasons, including the fact that prospective customers are more information-focused (research-oriented) than ever and companies who commit to creating quality content on a continual basis can stand out in competitive environments and search engines place significant (favorable) emphasis on websites that continually produce it.
With this in mind, it’s important to have an understanding as to the different potential types of content that companies are effectively employing today, as it’s not just the obvious:
- Keyword-themed webpage content
- Blog content
It’s not all about the written word. It’s about communicating valuable information in a variety of formats that appeal to your audience and that can potentially be shared with ease. Engaging content will prove to be good for your SEO results, brand recognition, perception and loyalty. It will also be particularly helpful for those prospects that are looking to dig deeper before making a purchasing decision.