What is Content? (From a marketing perspective)

Content (From a marketing perspective) has proven to be a SHOULD (not a could) of nowadays (esp. digital businesses) commerce. But the main issue remains What’s the deal with content and why it has been translated from a value-added to a competitive advantage? Read the following for a response.

Content in the material while the medium is the container

Material vs Container (Content vs Medium)

For the sake of simplicity, it is helpful to illustrate the meaning and main issue behind the content by an example. Imagine that you’ve got an expensive website. Your website’s got an attractive UI. It also enjoys perfect UX. You’ve got your domain name and suggest it to everybody. But what it comes to when there is no content on your website? You’ve just got a dish of Gold, with no food inside.

Which one do you prefer? An expensive container with no food in it or a normal one with satisfying food?

The story goes the same with your digital business. Thanks to social media, and the network effect they are nourished by a mass of users, there is a bunch of free digital platforms, medium, and web pages that let you start and launch your business TODAY. So the competitive advantage is going to transfer from Medium (as it was in the past), to Content (as it is in the age of innovation and knowledge).

What’s the Solution?

Content creation is the next major step that should be taken just after launching your digital media. There are types of content we’ve discussed before. Just consider that content is going to be known as the product of your medium (your website or your social media page). A shop without a product, should not expect customers. On the other hand, the more your content is on your website or social media, the more your leads and your potential customers. Then you have to discuss and observe the type of content you will present on your website and social media.

• Is it a physical product (digital shops)
• Is it an informative product (digital media for your business)
• Is it an entertaining product (video or music sites and pages)
• Is it a combination of both informative and physical products (digital dealing platforms such as Airbnb)

Content creation comes after determining the type of content. Just notify you that dozens of issues should be discussed on Content creation that we will cover in future posts.

Content for websites and social media is like a product for a shop. A shop without a product should not expect to win any customers.

Content is enough?

NO and as mentioned in the post title, Content marketing remains the major step to take after Content creation. But content marketing seems a craft of its own which’s got elements to observe and consider:

• The mission of the business
• Tastes of visitors (Potential customers)
• Need of visitors
• Time and zone

The mission of your business

Easiness of access, and the load of information daily conveyed by thousands of resources, make it seems a smart solution to come up with dozens of content on multiple issues which are considered the most strategic mistake a digital business can ever make. So spend time learning and finding out about the mission of your business. You have to own a sharp and defined understanding of what you do and the way you are going to be known by your customers.

• What type of customer needs your company is going to meet?
• What do they expect from your company?
• What do you want your company to be known as?
• What types of services do you offer?

Above mentioned and similar questions are means and tools that help you to determine the Circle of Competence of your business. Remember that a business with a vague and borderless circle of expertise will not endure in the long run. So find your boundaries of expertise and stick to them as a directing force for upcoming steps.

Tastes of visitors (Potential customers)

Try hard to learn more and more about the taste, persona, and interests of your visitors and clients. This will provide you benefits by preventing you from wasting your time, money, and energy on blind spots that non of your visitors are interested in. The mentioned elements should be exploited for both creating (content) and marketing phases.

Contact AMCP to learn more about Digital Marketing, Media analysis, and consulting.

Need of visitors

• What are your visitors seeking?
• What do they expect from you?
• What are the needs they refer to you for?

The answers to the questions above are in close touch with the way you have made and cemented your brand and your business as. So it seems critical to put enough effort into the first step (mission of your business) why it will be a requirement of other sections.

The contents should be able to meet the needs of your customers and clients. You are holding a “Caregiving” business. You can attract users and visitors by nourishing them with informative content on caregiving, the life of old people, and similar topics. Remember that the type of content is also important and is related to the interest, age, gender, and other personal traits of your customers. (old people prefer to watch, children prefer animations, and educated people prefer scientific articles and infographics).

Time and zone

Do not be reckless about your surrounding agenda. These agendas are nice stuff and material for your content creation recipe. Be sharp and keen on social trends, events, incidents, or event international agendas. Let them feel you are close to them and their daily concerns. It also helps you to illustrate a fresh and shiny image of your company and brand in content creation.

AMCP Media Agency, the leading player in Digital media, Content marketing, and Entertainment

Final thoughts

Every business is proud to own clusters of leads, potential customers, transactions, and if lucky, Revisit. So the function and the plan are to increase the potential and possibility for each mentioned step. Hence, the primary task seems to recognize the step your website and social page are standing on. Then the process is followed by Content Creation and content marketing each one is a complicated issue to discuss later. The more you’ve got a sensible and real (not ideal) recognition of the mission and wants of your business, the more you will be determined and focused on your content creation and marketing. Do not forget that marketing is a tight and momentous process that can leave long-lasting and driving effects on your business and the road ahead which can not be distinguished in a short period.

Resist the temptation of publishing about dozens of topics and issues. Do not let the easiness of talking and content creation baffle you with the mission and vision of your business.