They say ‘content is king’. I disagree, I think that’s an understatement. Content is also queen, the entire royal family and just about everything!
If you don’t have great content, all your online marketing efforts are crippled.
If you have great content then people will come to your site and read your emails. If you don’t, then they won’t. It’s as simple as that!
To attract people to your site and to get them to pay attention to your marketing you need to give them content that they find of value. It could be information or it could be entertainment; it doesn’t matter, but it has to be something they want and will keep on coming back for.
Also, your content has got to reflect and support your brand and values (as does the rest of your marketing).
Reflect upon the advertising campaigns that have had the greatest impression on you. I’ll bet that humour features highly in many of them along with recognisable, consistent characters. That’s what great content is about.
The media world is now realising that content is replacing advertising. It’s no longer good enough just to send out sales information.
So, next time you update your website or send out a marketing email just think ‘will this be of value to my audience?’ It might be entertaining or informative but it has to have something in it for them; something to make it worth their while to read it. If they like it then it’s odds on they’ll begin to like you and they’ll keep on coming back.