What is Content and why do I need it?
We want to have a chat about the c-word. No, not that one. We want to talk to you about content.
In the world of digital media, it seems everyone is creating content. Where once you’d see copywriter, filmmaker, photographer or blogger, you’ll find ‘content creator’. And of course, everyone knows that in 2018, content is king. But what does that actually mean?
Content is defined as ‘the information or experiences that are directed towards an end-user or experience,’ which is a broad description, to say the least. To be simultaneously more and less specific, it’s anything you interact with – it could be a film, a book, a song, the radio, a photograph, a piece of artwork, an event – anything that is meant to engage the senses and deliver some kind of message.
Digital content, therefore, can be blogs, videos, music, web pages, eBooks, email newsletters, social media copy, photographs, design, AR, VR, apps, games and anything else you could possibly create online.
A content creator is a person that makes these things – creatives, artists, marketers, bloggers, filmmakers, musicians – all could come under the banner of the content creator, and whilst it becomes a necessity to diversify skills in the digital age, a single content creator could fill all of these roles.
Content is a currency of the digital age.
In the era of social media, content gets attention, likes, shares, and eyes on your brand. Further still, content is the core of your brand, your brand DNA. On its own, a great logo and a snappy name may make your brand memorable, but creating a story around your brand and engaging your customers with ongoing related content will build loyalty, and draw new customers.
Building A Brand is Telling A Story
Your social media and online presence act as a shopfront for your brand, no matter how big or small, it’s a point of engagement for your customers and exists for a single reason – to connect to your audience. A strong content strategy based on audience-led analysis, such as our GENOME MAPPING service, will determine the strongest forms of content for your brand, and the most efficient ways to leverage the content for the best audience engagement. Accumulated content creates not only a strong image of your brand for the public but a traceable history, this continuing story increases the ability for loyal and untapped customers to trust your brand.
Everyone knows that a successful brand needs a web presence – social media accounts and preferably a website, but to get your brand seen on Google, you need to get onto that front page. There have been studies, courses and millions of words written on SEO, but the content is one of the most organic ways to get those keywords to read and get your brand climbing the ranks. Content on websites and social media should always strengthen your brand - and keep in mind that video content will be prioritized, as Google favours YouTube results and shows them at the top of the page.
Fortunately, building a strong brand and creating content is becoming easier and easier. It no longer requires a marketing manager or an advertising agency. Full-service content agencies, like DOTF, can create a bespoke content strategy that is cost-effective and tailored to your brand, using audience-led analytics to understand your brand, rather than applying a one-size-fits-all strategy, helping you to create content and tell your story the way you want it told.