Why content is king in the age of Coronavirus

Why content is king in the age of Coronavirus

If you work in marketing, you’re almost certainly familiar with the phrase “content is king”.

Love it or hate it, this phrase was originally used in an essay by Bill Gates back in 1996 in which he claimed, “much of the real money will be made on the Internet”. It turns out that his prediction wasn’t far off the mark!

Fast forward 25 years and content is now the bridge between organisations and their customers, and the conduit through which business is generated – especially after the onset of the Coronavirus pandemic.

In this article, we look at why content is king and the vital role it plays for today’s organisations.

What does content is king mean?

One thing the Coronavirus pandemic has taught us is how reliant we are on digital communication. With its onset and spread last year, organisations around the world had to make a rapid shift to online communication. Businesses without a digital presence became very quickly aware of the impact of this when the virus struck.

In the face of worldwide lockdowns and social distancing, if your organisation has no online presence there’s little (or nothing) to connect you with your customers. A strong digital presence is therefore now a necessity rather than a luxury for organisations of all types. To support this, organisations need a variety of content to attract new customers, maintain their existing customer base, and build trust in their organisation.

What benefits can the right content bring your organisation?

When your organisation has the right content in place, you’ll communicate effectively and improve your relationship with your customers – helping you win both new customers and repeat business. To achieve this, your content needs to be relevant, tailored to your customers’ needs, and be of value to them. You should also ensure that your content has a consistent style and tone of voice that your customers will relate to. Whilst creating the right content is not an easy thing to pull off, the advantages of doing so outweigh the effort.

Effective content will bring a host of advantages to your organisation as it will enable you to:

1) Build your reputation

Creating quality content will build trust in your organisation’s brand. Research shows that 68% of Internet users like reading about brands that interest them, and 80% enjoy learning about an organisation through custom content. By providing content that your customers value, you’ll keep your existing customers happy, create loyalty and build brand advocates as your customers begin to rely on you for information. You’ll also attract new business as your loyal customers share your content with others.


2) Educate your customers

If your existing or potential customers don’t understand what you do, how you work, or what you have to offer they’re unlikely to stick around! By actively addressing some of the questions people have about your products or services, you’ll increase their trust in your organisation. Tell them what makes you different from the competition, explain your ways of working, and outline the reasons why your products are at a certain price-point, for example. If people have this information, they can make an informed choice!

A regular blog is a great way to inform and entertain your customers about relevant topics. In fact, an impressive 70% of people prefer to learn about a company through a series of articles rather than an advert! Step-by-step and ‘how to’ guides also work well here.

3) Increase your traffic and leads

  • About 90% of all organisations use content in their marketing activity.
  • Content marketing generates around 3 times as many leads as traditional marketing.
  • Companies with a regular blog are said to generate an average of 67% more leads per month than those without.

These are compelling statistics to show that investing in your content is worthwhile!

Creating high-quality content will also improve your site’s popularity with Google. How well your content performs from an SEO perspective will depend on how useful, informative and engaging your content is.

4) Show your personality

Your content offers you the opportunity to humanise your organisation. Try to give your customers content that’s unique, that they won’t find elsewhere with a quick Google search! Creating short video clips for use on your social media channels is a good way of doing this as it shows the faces behind your organisation. It also adds a touch of authenticity to your content. Just make sure your videos are of value to your customers!

All of the evidence points to content being more relevant today than ever. Your content is king as it’s the face of your organisation and the first thing potential customers will see. Take time to plan and create it as, if done well, the investment you make will pay off!

(All blog statistics courtesy of DemandMetric.)