Content is referred to so much by marketers across the globe that most people outside of marketing might mistake it for just another buzzword. However, content is the gold of marketing. It is what your end-user derives value from and the way information gets communicated to your audience segment. No form of digital marketing can survive without content.
There is a linear relationship between emerging technology and web content. What used to just involve static text and pictures has evolved into new mediums such as documents, e-mails, data, applications, audio and video files, memes, podcasts, and infographics among others. This can be overwhelming for someone who doesn’t understand what’s effective content wise in the context of their personal business. Hiring a content writer only covers a small fraction of the available mediums of content to tap into.
Understand your brand and your purpose and your web content will start to make sense. A brand with key communicative goals makes it easier to create content writing that works. Marketers often push for content to be goal driven or tied to measurable CTAs. Even content without a specific user action can be valuable since informative content establishes your brand as an authoritative voice in your respected market.
Pitfalls in web content are a result of several key mistakes marketing teams and brands make when choosing how to communicate with end users. Skipping the buyer’s entire journey of discovery and producing content based on promoting a sale or to accent a campaign does not tend to end well when observed over time. Others downplay the importance of content and fail to get their whole marketing team involved for optimization. Finally some brands are struggling to justify their content to their business models, producing poor content writing that hurts content marketers from generating leads efficiently.
Big brands and small businesses still find it hard to utilize the right content even though so many forms of content exists. This is a mixture of a failure to create content that engages users on the web and a failure to distribute this content to the necessary channels. Most buyers agree they feel better about purchasing something online after viewing a related video. However if your product video is only hosted on your website and not distributed to your social channels and on sites such as YouTube, then you miss out tons of views and engagements.