Content Marketing has made me blue…

I’ve talked about Content Marketing til Im blue… at least now someone else agrees!

You may have seen last week we published the results of some research we conducted in July. The outcome was hugely interesting as it validated our belief in two very important things:

1. fresh, unique web content is the most powerful incentive to revisit a website
2. social media is not a significant draw for the web user

I know what you’re thinking… so what, content is just content, I already get traffic to my website alright without the addition of more content.

I know myself, content production requires resources that just aren’t readily available and the returns can be difficult to measure. It takes brain power which can often be put to more immediate gain in other endeavours. And most keenly, it takes time, something which many of us really don’t have.

But just because it’s more of a challenge, it’s dangerous to dismiss the value of content marketing.

As our survey says, it is the most popular reason web visitors return to their favourite websites. Want more proof?

• 72.5% said fresh NEWS content was vital or highly important on a website
• 47% said fresh product/service information was vital or highly important on a website
• 50% said rated being a ‘Thought Leader’ as vital or highly important for a website

Still need more proof you should be thinking about creating unique web content?

Putting aside the fact that Google has already plunged its quality content inscribed stake in the rankings charts earlier this year when its algorithms changed to reward content driven websites first and foremost. Let’s also put aside the fact that the internet has evolved to the point nearly everyone has a website, everyone is trying to capture more business online and consumers are so web-savvy they respond best to real online engagement.

Ignoring all that, if you need convincing about content then let me tell you about the call I’ve just had which prompted this blog.

A well known publishing house called me, not to tout the merits of its display advertising, but instead to talk about high value, unique content. Unlike some newspapers who are essentially selling links in their content, this call started with some impressive sales banter on the competitive business markets in which we now live – he even mentioned a double dip recession – and how the only essential marketing decision I should be making is about content…

It seems advertising is only there to promote the high quality content in their online resource library, (or so this guy says).

But it got me thinking, if the traditionally slow to change publishing industry is being forced to adapt and is finding new footing selling more online content than print page advertising it’s because they are responding to a genuine demand to what sells and what audiences really want.

Surely we should all be listening a little more seriously then to the demands of the consumer and finding a way to make content marketing a real priority…

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