Georgi Roberts | Thursday December 20th 2012
Funny isn’t it? Content is not a new thing. It’s something that is a base for much of our marketing efforts, and for many years the old cliche that ‘content is king’ has been rolled out. Well guess what? Nothing has changed.
Well, a lot of things have changed in our environment. We have many new marketing platforms and channels. We are being more innovative with how we put our brands in front of people, but it still all boils down to great content.
I’ll give you a couple of examples;
Search engine optimisation
This year Google rolled out many changes to it’s algorithm. There’s black marks against Ads on your site, there were black marks against over optimised content. All of it leading to the fact that Websites which have great content (read relevant, timely, ‘real’) will perform better in a Google Search. Google are applauding great content.
Facebook have certainly made it harder for the little guy this year. You can’t look at a timeline now without seeing Advertising – sorry, ‘sponsored’ areas (seriously – sponsored? Who are they sponsoring? Facebook?). This means more than ever you will need to be clever with your content. You can’t get away with putting a picture of a dog that looks hungover on your timeline and write ‘Thank God it’s Friday’. Your content needs to be engaging and relevant to your brand. ‘Interesting content’ is one of the top 3 reasons why people follow brands – and the leveller between small and large business on facebook. If you can’t offer big discounts or special offers, nor spend money on fancy facebook campaigns, you can still produce interesting, relevant engaging facebook content.
So what can we learn from this? What can we put in place for 2013?
- Understand what relevant content means to your brand.
- Measure the impact of your blog, your website pages, your social media efforts.
- Adjust your content from these results, and leverage the best pieces. Repurpose (not repeat) your most successful content across your different marketing channels.
It comes down to our Pitstop Marketing mantra of review and refine to achieve results.
I look forward to sharing more of our content with you in 2013.