Epic content is all about stories that informs or entertains, that compels people to action and truly makes a difference in people’s lives. It positions the company as a trusted leader. It makes the buying process easier - Joe Pulizzi

Even though we are already knee deep in online articles, content marketing is still evolving and many are still unaware of its exact benefits. The typical marketing manager does not completely comprehend what it’s about and only employs a content marketing strategy because it’s the latest trend. The content marketing rules are now changing - for the better, as the volume of articles available online is frightening and their quality even more so. Web users can only absorb so much content and ultimately they’ll choose to spend their time on those of the best quality.

Full Circle

Content marketing kicked off and placed the “content is king” slogan in every marketer's head. So what we did was produce a lot of content – often simply for the sake of producing content. We then realised that content might be king, but it has to be value adding and relevant content to wear the crown. I’m sure you’ve all seen a “content marketing” blog that also posts articles about topics that aren’t industry related. This doesn’t work and many are now realising that without quality content you might as well not bother.

This is where professionalism steps back into the picture. With the advent of blogs and easy Internet access almost everyone wrote and published online. This meant that not all available content is accurate, relevant or of a high quality.

Professional content comes full circle as there is once again a high demand for quality, well researched articles that make a point and argues it.

Where Are We Heading?

Firstly, quality content will come out on top and secondly, specialised agencies will prevail. “One size fits all” agencies will eventually disappear because the demand for specialised knowledge is becoming bigger and bigger. Clients are demanding expert knowledge and they won’t settle for anything less.

Don’t Get Left Behind

Keep the following in mind to stay ahead of the game when it comes to your content.

• It’s all about what you say, how you say it and what people do with what you’re saying. Consider the type of content you promote and the way in which you promote it (i.e. text based, imaging, video etc.). If your content is not being shared it’s simply not good enough.
  
  
• Build a community around your brand. Become known in a circle and make it work for you. You’ll quickly notice certain fellow marketers who seem to be around your part of the Internet all the time. They share your content and comment on your posts – do the same for them and you’ll start tapping into different communities.
  
  
• Create “how to” content. The most popular content is the content that gives tips and helps people understand concepts better. People want valuable content that offers solutions.
  
  
• Give your brand a face with social media. People like to know that they’re dealing with other people and not an automated feed.  
  
  
• Don’t only market your product or service, but also your content. Web visitors should know to search for you and where to find you.

The moral of the story is that content marketing is evolving, and the only way to get out on the other end is with quality content.

Sound Idea Digital is a full service digital marketing agency. For more information, contact 012 66 44 227 or email to info@soundidea.co.za

Carina Claassens is a Writer for Sound Idea Digital l carina@soundidea.co.za l @soundidea | Sound Idea Digital l www.soundidea.co.za

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