September 6, 2013 Michael Bickerton
Content is king, I’m sure you’ve heard it. Providing valuable, informative, engaging content will certainly keep your followers involved with you and your brand. Time for content or ka-ching?
Fact is, you don’t have to be a writer or videographer to get your message out; just some basic tips about using your product or service can do the trick. Keep in mind content isn’t new, content is as old as marketing itself.
In times past, we produced company brochures, newsletters, technical specs, marketing papers and all this material was sent to your customers via Canada or US Post. The larger your budget, the more content was mailed to your customers. If you are an American Express cardholder, you know what I’m talking about. The number of mailings were at times staggering.
Today, we use content differently. We have social media posts, blogs, vlogs, and email all driving customers to our websites. In fact, all these tactics should be driving either capturing leads or capturing sales. That’s right – real ecommerce; sell them while you’ve got their interest.
Content isn’t Ka-ching, never was and isn’t today. The cost of driving that lead or possible sale is really far less than ever before, yet because of this low cost we have so many more marketers driving email, writing blogs, filming video and posting socially. To give you an example, I’d suggest an email ranges in cost from $0.03 to $0.10 per send, while even a very inexpensive mailing is in the $5.00 to $7.00 range. The point is the cost of marketing (of actual sends) is far less expensive than ever before.
Content is a long-term strategy that allows you to build brand recognition and engagement. Here are a few things to consider when starting out with your content strategy.
Getting the Ka-ching today is harder than ever, it’s interesting that many think that a few social posts, a few videos, or a few blogs will create actual sales. I believe it’s prudent to start a content program, and to ensure you post on social to build brand recognition.
Whether your content is a blog, vlog, video or information styled landing pages, it’s critical to keep that content coming. Given the competition, the amount of content, and given the costs, ignoring content will have one sure effect. So ignore content at your own peril.
Is content king? I’d suggest KA-CHING is KING.
Michael Bickerton, Raven5 Ltd, Oakville and Toronto Ontario, September 2013