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January 9, 2018

Is Content Really King?

If you’re at all involved in the SEO world, then you will have heard of the phrase ‘content is king’. First coined by Bill Gates, the key understanding of the phrase is that content is single-handedly the most important factor behind your organic search marketing campaign. As a response to this phrase, brands pump out incredulous amounts of content on a daily basis. From blogs, to tweets, to infographics, to whitepapers, the list goes on, and on, and on, and on, and… well you get the picture.

Unfortunately, as a result of the numerous brands pumping out large quantities of content, quality has suffered considerably, with some of the most inspiring, informative and actionable content being lost in a sea of noise. So this begs the question – is content really king?

Has Distribution Taken The Crown?

Distribution – What does this actually mean? We’ll break it down for you.

Distribution has always been a key element in the traditional marketing mix. It is a channel which is built on relationships, and through time, effort and hard work, distribution can be key to a successful content marketing campaign.

Understanding the content that you’re providing your audience and ensuring that the content itself is of the highest possible quality is only the first step in ensuring success. The next step, is to ensure that your content is in front of the right audience, at the right time.

A quote from Paul Berry, CTO of Huffington Post:

“Far too often for writers and editors the story is done when you hit publish. At the Huffington Post, the article begins its life when you hit publish.”

The Importance Of Interest

One of the key areas which many brands forget, is to actually make their content interesting and relevant to their target audience, as opposed to writing content for the sake of content. It is these practices that are leading to such an influx of content that even the most impressive is being drowned out, unless the brand has a huge following online.

Quite simply, if your content isn’t interesting, then your audience isn’t going to take any notice of it. If it is interesting, then you’re going to need to start looking at the different forms of distribution to ensure that it’s reaching the right people exactly when they’re looking for it. Your content needs to consist of three elements:

  • Be Engaging
  • High Quality
  • Different

All Content Equals Better Search Rankings Though, Right?

While having high quality content on your site and regularly refreshing your blog can be beneficial, it is imperative that this content is of high quality. Since Google’s Penguin update back in 2011, and the Hummingbird in 2013, the importance of high quality content is greater than ever.

This means that, while having a significant amount of content on your site that is well-optimised for your target keywords, and a blog that is regularly refreshed, is extremely important, it is better to focus on quality as opposed to solely on quantity. Understanding what your audience wants to read, how they want to consume the information you are looking to provide them, and how this best can convert to leads, are all important parts of your marketing campaign. If you can create high quality, engaging content that your audience are set to love, then Google is much more likely to love it too.

How Will Great Content Actually Benefit Me?

As a broad perspective, content marketing is one of the most effective ways to help you reach new customers, develop yourself as a leading voice in the industry, and ultimately give your audience actionable information which they can use to solve their problems. However, there are numerous other benefits that great content can provide your business too.

Heightened Brand Affinity

Brand affinity is when consumers feel passionately about the values of your company, and is willing to share them with those around them. The customers who become advocates for your brand are perhaps some of the most valuable customers for you to obtain and keep. Reputation is one of the key factors in retaining high levels of brand affinity, and sustaining it, and producing high quality content can help you to become the trusted voice that your target audience turns to in their time of need.

Larger Remarketing Audiences

While everybody hopes for content marketing to generate to sales after the customer reads the content, every time, content marketing is unfortunately not quite as easy as that. However, high quality content marketing can provide you a very tactical opportunity to develop refined remarketing audiences. This can be based on your site traffic, and will allow you to create custom audience segments, which change dependent on customer intent. Dive into your content analytics in order to develop a target audience from your invaluable user data which is already accessible.

Image Search

You’re probably confused as to how image search is relevant in this article; however, it is actually one of the most under-utilised content marketing techniques around. When you publish high quality content, you can leverage image search to provide you with greater visibility. As long as you are optimising your images appropriately within the content, you can gradually utilise this to drive significant levels of traffic to your site. The use of image search is popular, with more than 13% of searches including images, so now is the perfect time to capitalise on this.

My Industry Isn’t The Most Exciting, How Can I Utilise Content Marketing?

Many industries believe that content marketing doesn’t apply to them, simply because their industries are ‘boring’. Many examples of content marketing will not necessarily translate to those working in these types of industries, however there are numerous content marketing principles that you can implement, no matter the industry.

Firstly, become an expert. All industries have experts, and establishing some form of authority as an expert, through the use of guest blogs or white papers for example, can help to ensure that you are getting the business’ name, and your own, out there.

For example, if you were to search “Ben Austin said” the first result is an external news article.


Marketing expert Neil Patel says:

“It’s not hard to leverage content marketing for topics like health, dating or politics. But it is much harder to do for topics like finance, dental or insurance. For this reason, you don’t see too many people in those spaces using content marketing as a core part of their strategy.”

Using this platform of content marketing, you are then able to educate your customers, on your site and externally, about the products and services that you provide. No matter how dry your content may be deemed to be, education is a powerful tool. Consider integrating video into your content marketing efforts in order to truly engage your audience.

The final step, if you’re struggling to find interesting content marketing options for your industry, is to take a look at a different angle. Understand that your target audience are looking for a specific type of content, and then twist the angle to engage them even further. However, ensure that you are not pushing the topics too far, as you will still want to remain a thought-leader.

What Are The Different Forms Of Distribution?

Content distribution is vital when it comes to content marketing, with some bloggers spending much more time on promotion as opposed to initial creation. There are numerous forms of distribution including:

  • Content Distribution Network of thought leaders, influencers, friends and colleagues.
  • LinkedIn groups
  • Bloggers
  • Social media channels
  • Repurposing content
  • Q&A sites
  • Promoted distribution via social media

With influencer marketing and content marketing working closely together, there’s plenty of options to consider when it comes to distributing your content.

Understanding the key differences between content creation, and content distribution, and ultimately how these two key elements work together can help to ensure that your content strategy is successful. Is content still king? Absolutely. But don’t forget that distribution is the best way to ensure that your audience are seeing the right content, at the right time.

For more information on how to incorporate an effective content marketing strategy into your campaign, get in touch with a member of our expert team today on 01245 287 864.



Sophie Brannon

With a background in multimedia and music journalism, Sophie’s writing is as rich and varied as her iTunes library. While her passion for writing led her to seek the challenges of writing for a broad range of industries, Sophie continues to refine her skills with her camera in hand. Whether that’s pursuing her travel journalism or interviewing bands at festivals and awards, Sophie’s musings can be found across the web. When Sophie isn’t behind a keyboard, she can often be found jetting off around the world, or cuddling her collection of pet reptiles.

Email s.brannon@absolutedigitalmedia.com

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