In pursuing the thinking that ‘Content is King’ you could end up wearing The Emperor’s New Clothes.
Brands have been persuaded by advertising and SEO experts that content is the latest and greatest silver bullet, so they’ve created the best new content outfits they can afford. Problem is, in today’s digital world consumers often never see the content, no matter how flash it is, if it hasn’t been developed as part of a well thought-out content marketing strategy.
The ‘Content is King’ approach uses a traditional mass-market advertising development process. A ‘big idea’ is developed which is used to create a piece of clever content, then a media company places it where it will disrupt the consumer the most. While this approach can achieve traditional results, it usually fails to achieve the key goal of a good content marketing strategy - measurable sales conversions.
Individual pieces of content aren’t ‘King’. But smart, sound content marketing strategies are, and they will deliver on the promise of marketing riches if approached the right way.
Content is better thought of like a gift. To buy someone the perfect gift requires careful thought and consideration. You have to know the person well and understand their likes and dislikes. While we intuitively do this for people we know, we need to work a little harder to get it right for the range of different consumer segments a business may have. The place to start is with the huge range of consumer data available to most businesses including: web traffic analytics; email reporting data; social media reporting; CRM data; customer surveys; public records; etc. When this information is combined with market knowledge, comprehensive profiles of key consumer segments and their habits and behaviours can be developed.