The phrase “content is king” in reference to the importance of quality content for internet web pages is almost as old as the internet itself. In fact, the recent two Google algorithm updates—Panda and Penguin—dramatically altered the landscape of internet marketing and Search Engine Optimization. These updates favor websites that present valuable and relevant content to its readers and harshly penalize websites that resort to building spammy backlinks. In this post, we will focus on finding out just why content is very important for internet marketing today.

Quality content adds value to your brand

Quality content that is interesting and easy to digest relate to the problems and emotions of your target customers best and will inspire them to take action. Simply put, content in internet marketing helps the target audience solve their problems. Incorporating original content creation in your internet marketing campaign is a sure way to attract prospective customers with a genuine offer to solve their problems, giving you an opportunity to turn them into loyal visitors and even paying customers.

Highly targeted content may take various forms including text, images, PowerPoint presentations, video, podcasts, emails, and infographics. These content will go a long way to improve the image of your brand, boost sales conversion, as well as retain customers.

Content marketing is an efficient way to build your brand

Content marketing involves creating, curating, and sharing quality content to build an audience and generate traffic and leads then convert them into sales. As the number of internet users rise and e-commerce flourishes, internet marketing has emerged as a more potent way to reach potential customers compared to traditional advertising.

Sites that offer good content that is both useful and easily readable grow their audience faster and their brands outperform those that do not invest in content creation. As a way to build your brand, you must incorporate a comprehensive and well-defined content marketing strategy in your business’ marketing goals. 

Content presents several cost-effective channels to market your brand

Content creation as an internet marketing tool is the most preferred by businesses largely because it is cost-efficient and offers multiple platforms to promote content and generate traffic and leads. These include business website, blogs, social media, email newsletters, video sharing, white books, eBooks and reports, and press releases just to name a few. Considering that social media and other content sharing platforms are free to access, content marketing is a cost-effective option to share valuable information that directly or indirectly benefits your brand.

As buyers become wiser, the most effective internet marketing strategies are those that provide valuable information that consumers can rely on to make informed purchase decisions. These content sharing channels are the most depended upon by brand-centric consumers for advice and guidance to find the best products and brands they can trust.

Search engines and social media sites favor quality content

Facebook, the leading social media platform in the world with over a billion active users, recently rolled out an algorithm that roots out clickbait links and sub-par and stale content. This demonstrates just how far the company is taking its efforts to nurture quality content that benefits its users. As mentioned before, Google has always favored quality and original content in the way it ranks SERPs. Informative, useful, fresh, or inspirational content can go viral on social media, giving the brand that created it the much-needed “word of mouth” exposure, something that no ad can. For a brand to establish itself on social media, it must continuously create and share fresh and original content that will benefit the readers and impress the social media platforms they are shared on.

Big brands have realized just how beneficial content marketing is, and so should you. An effective strategy should focus on the on-going development of quality content and using all the available channels to share and promote such content. It is therefore justifiable to say that good content is the backbone of any internet marketing strategy a business develops.