Content Marketing Will Never Be Out Of Style
Humans Are Compelled By Content
Before people can make decisions they typically need to see some form of information, often presented as a part of a larger narrative, that provides both emotional and logical pulls for why something is the thing that they need. People need to see their present and future selves relating to a product or service before they can decide to purchase it and often that means that they need to imagine themselves feeling great about it. Content - be it text, images, video, audio, or animation - can do all of those things. For that reason alone it will always be a priority form of marketing.
How to Use Your Website for Content Marketing
A well-designed website will offer a place to publish content that supports business goals. Nowhere else on the web should offer as much real estate and freedom to create as a website. Here are some of the ways that a website can be used for content marketing:
General and FAQ: Companies should use their websites to address the most fundamental bits of information that consumers should know before engaging with their brand. The same goes for frequently-asked-questions. Your future customers or clients will appreciate that you made the information available and easy to access from the start.
Product and Service pages: As many pages as necessary can be dedicated to providing an inventory of the products or services you offer. The kind of content you include is entirely up to you, be it video, images, and so on. Those pages can easily inspire and inform.
Landing pages: Advertising campaigns often have to lead somewhere. A website offers the ability to create dedicated landing pages for campaigns so that you can capture information with forms or show promotional content.
Blogging: Publishing new content on a website at a consistent frequency will signal to Google that a business is relevant and recent. Blog posts are perfect vehicles for consistently building your brand narrative and sharing information.
Content Marketing Has To Be Consistent
Here’s the struggle: content marketing is all about consistent forward momentum. The world is full of noise and algorithms are constantly working to rank content. An absolute cornerstone to keeping content in front of your audience is to publish it routinely - be it once a month, a week, or a day. Each business has to set its own expectations based on its own ability - not a competitor’s.
Quality over Quantity
That said, quality over quantity is important. If mass publishing poses the threat of mass creating weak content, then the outcome of that effort will be weak as well. Taking the time to write the best blog post, produce the right video, or capture the right photo will pay off in the end. For some businesses, those activities can be completed rapidly and for others, it might take time - that’s okay. Publishing at a pace that prioritizes quality is the way to go.
TLDR: Humans need the emotional and logical pull that narratives can offer and content marketing is the way for businesses to provide that. Having a website is a big help.