Content is still king
There’s another great article from Marketing Week here, this time about curated content.
The article starts with some amazing numbers. We all know that the Web is rather big, but the actual scale is somewhat breath-taking. According to this article the indexed World Wide Web is estimated to contain nearly 4 billion pages. At the end of 2012 there were some 634 million websites, 51 million of which had been added that year. Every minute, one hundred hours of video are uploaded to YouTube.
So, in something quite so massive, it’s very easy for your website – and therefore your business – to simply disappear. Brands in every sector of business are faced with the challenge of engaging with their consumers through strong, pertinent content to compete effectively for consumers’ limited attention.
One way brands are engaging is through personalisation – learning about their customers’ browsing habits, usually through cookies, then delivering bespoke content based on that information. The result is often that a brand’s home page will vary depending on the customer accessing it.
But content remains at the core of successful online brands, whether it’s user generated, celebrity endorsed or simply authoritative because it is written by an acknowledged expert in the field. By engaging with content through these experts, the consumer’s experience is greatly enhanced.
So it is particularly gratifying to read that content remains King – it’s the idea that has underpinned our business all these years. Our authors are acknowledged experts in their fields, and they’ve been briefed to write in a friendly, accessible manner that readers (i.e. consumers) relate to and trust. We don’t believe in ramming messages down people’s throats and our authors certainly don’t preach (they wouldn’t dare!) That’s why, over the years, our ideas database has provided many top brands with great content in order for them to engage successfully with their customers. Take a look at our Wordgen tab if you’d like to find out how you can harness the power of our inspirational ideas.
Here endeth the first lesson (what was that about preaching again…?)