One of the most famous quotes in the world of marketing is Bill Gates’ iconic line: “Content is King.” Twenty-seven years later, this statement is more relevant than ever. Content creation is the “king” of a solid marketing strategy.
What do we mean when we talk about content?
Content is any medium presented to your audience with the purpose of informing them and persuading them to take a specific action—whether that’s making a purchase, filling out a form, and so on.
Content can take many forms—from a short piece of text like a newsletter subject line to long-form videos for platforms like YouTube.
It’s vital for your audience not only to find you but also to connect emotionally with you in order to become a loyal follower of your brand.
But how can you achieve that?
The first step is to identify your target audience. Depending on the service you offer or the product you sell, you’re addressing a specific audience’s need. No matter how good your content is, it will be wasted if it’s shown to the wrong people. That’s why it’s crucial to do some research and create buyer personas that match the data you have for your business and industry. Once you do that, it becomes much easier to find the tone and content type that works best for you.
What should you keep in mind when creating your content?
- Be authentic
It’s important to create content that matters to you and is relevant to your field. Users are now savvy enough to recognize when content is driven by genuine interest and when it’s purely sales-driven. And trust us—they’re more likely to engage with content that feels authentic.
- Be relatable
A golden rule in marketing, whether digital or traditional, is that it must be human-centered to succeed. Especially in today’s digital age, customers need to feel like they’re interacting with a person when choosing a product or service. Your content should reflect their concerns, problems, and lives. If your audience feels understood, they’ll trust you to provide the solution they’re looking for.
- Leverage trends
Trends—especially on social media—are a great way to create content that reaches a larger audience. But use them wisely and in moderation. It’s crucial that the trends you follow align with your product or service to make sense contextually. While jumping on every trend might be tempting, it can become overwhelming if that’s all your content is about. Remember: everything in moderation!
- Optimize your content
This tip mainly applies to your website and long-form content like articles, product descriptions, etc. Your content is key to appearing in search engine results organically. But for users to find you, your content must include specific keywords that are naturally integrated into the text. Always keep in mind: your content—whether an article, product description, or post caption—should be useful to your audience and optimized for search engines.
- Don’t forget the visuals
As we’ve mentioned, content isn’t just text—it includes images and videos too. According to research by BrainRules, 65% of users who saw information with images remembered more of it three days later, compared to just 10% of users who only read the text. Visuals are easier to digest than plain text and grab attention faster, so make sure to pair your written content with matching graphics to maximize impact.
- Don’t create content just to promote something
There’s nothing more tiresome than a website or Instagram profile that exists solely to sell a product or service. Remember: you must provide value to the customer more than to yourself. No one wants to hear how great you are—they want to know how what you offer can make their life better.
These are some of the most important things to keep in mind when creating content for your brand. Having the right content strategy is crucial to promoting your brand and achieving your goals. At Pylarinos Advertising, we can create the right content to elevate your business.
Contact us here to create scroll-stopping content together!
