The Contents of Content
You’ll find a lot of articles on the internet today telling you how important content is. “Content is King,” they say. And they’re right. But what exactly is content? And why is it “King?”
Technically, everything that appears on your website can be considered content, in that your site contains it. In the context of online marketing however, content usually refers primarily to the written word. The packaged information that you make available to your users, usually because they have a specific need or interest that you’re trying to cater for.
Content Is Relative
Considering the above therefore, it is obvious to us that content is entirely relative to the purpose of your site, and the needs of your end-user. If your site sells car parts for example, your content will focus on useful information aimed at people in search of your product.
It might include articles that provide useful techniques or tips for making the replacement. News of interesting developments or innovations in the automotive industry would probably appeal to your target market, while segments devoted to your own specific value propositions like special offers or hard-to-find items will help drive sales.
The kind of information you disseminate in the guise of content will depend almost entirely on the purpose of your website, the needs and desires of your target market, and the kind of online presence you’re attempting to achieve.
Why Content Is King
Whether we realise it or not, the content of a website fulfils a number of roles at the same time. These start the instant a visitor arrives at your site, and continue until they close their browser, or navigate away.
It’s the content on your site that determines whether or not a user finds what he’s looking for, and whether he uses the site for the purpose you intend. You may want users to register and provide their email address, to get in direct contact with you, or to make an online purchase. And the likelihood of any of those things happening is directly affected by the quality and style of your content.
It’s the ability of good content to affect the users perception and decision-making process that makes people in the know agree that content is king afterall.
Getting The Message Across
Effective content achieves your goal. If you’re after the email addresses of potential clients for example, then effective content is content that convinces them to provide it. Of course, it’s not just the wording of the request that matters, it’s also the strength of the proposition that underlies it, but getting the correct message across is central to effective content.
In today’s fast-paced digital world, where users decisions on whether to utilise your site or not are made in a few vital seconds, content that’s appropriate, relevant and effective can literally mean the difference between converting a prospect, and losing one.