What Content Is Not: Seeing Content Through New Media Eyes

Content is the single most important element of online branding and marketing. Content is the voice with which a business communicates.

It’s content that speaks to the unique value propositions of a business’s offerings. It’s content that tells a brand’s story. It’s through the story that an audience recognizes deep personal relatability.

With all that content offers, achieves and can be, there requires a shift in definition, expectation and outlook of content in order to use content to its fullest potential. In the realm of commerce, Content (with a capital “C”) is language, where different content types are words that come together to communicate a message in dynamic dialogue.

If that sounds too new-age, it may help to define Content by outlining it with what content is not.

• Content is not (just) text
• Content is not any individual piece
• Content is not a servant of SEO
• Content is a state of mind
• FAQ: How can I develop an an effective content marketing strategy?

Content Is Not (Just) Text

Content occurs in innumerable forms and combinations with unlimited means of interaction. In terms of consumption, trading, building, iterating — content is full of possibilities for brands online. But one thing is required in order for a business to participate in the rich content economy. A brand must invest in Content.

Content Is Not Any Individual Piece

Buying Content requires a new way of thinking about purchasing a product. We’re used to buying things, tangible and finite. However, the form an investment in content takes is unfamiliar to most. Quality content starts in the form of a strategic foundation supporting a brand. Deciding on content to create before a strategy is in place is like choosing a solution for an unknown problem.

Content Is Not a Servant of SEO

If content is relegated to the function of a keyword delivery system, you’re not creating content; you’re creating junk. A search engine judges the quality of a website by content quality averaged across the site. Any effort to add content quantity while overlooking quality harms the site, period.

Content Is a State of Mind

Rather than a package of defined goods, an investment in Content is counted in time. First comes a strategy with an intimate understanding of audience, and from there content campaigns and individual content pieces can be specified. Individual content pieces can be created to reach the audience by speaking to their needs through their regular channels of media consumption.

Content is the foundation on which a brand empire is built. High rises of blog posts are surrounded by a stream of Twitter and Facebook promotion. Solid structures of inbound links are supported by infographics and videos and other rich-media assets.

Before you create content, your Content blueprint must be developed to build reach and meaning for your brand. If a business’s product or service is deserving, Content is the means of magnifying its message to the masses you aim to attract to your empire.

Looking to create high-quality content and maximize your business growth? Talk to us. 

FAQ: How can I develop an effective content marketing strategy?

Success with content marketing for any business relies on understanding its fundamentals and employing an effective plan. I share my expertise and insights to help your content marketing strategy flourish here.

1. Define Your Goals and Audience

Success with content marketing strategies relies on in-depth knowledge of your campaign objectives and target audience, and content marketing provides an effective method to accomplish them. To develop an effective content strategy, you must first identify your goals as a starting point and understand your target audience regarding needs, pain points, and preferences.

2. Conduct Comprehensive Research

To create content that resonates with your audience, research is key. Investigate your industry, competitors, and target audience’s behavior. This information will help you uncover trending topics, identify gaps in the market, and determine the most suitable platforms for your content.

3. Content Planning and Strategy Development

Make a plan for your content, outlining its type, schedule, and distribution channels. Include various formats like videos, blog posts, infographics, and social media posts to keep a consistent voice and style.

4. Quality over Quantity

While consistency is essential, prioritize the quality of your content over quantity. Well-researched, informative, and engaging content will establish your credibility and encourage audience engagement.

5. SEO and Optimization

Integrate SEO (Search Engine Optimization) into your content marketing strategy. This involves keyword research, on-page optimization, and user-friendly URLs. Optimized content can significantly enhance your visibility in search engine results.

6. Content Promotion

Refrain from assuming that great content will automatically attract an audience. Actively promote your content on various platforms, including social media, email marketing, and online communities. Engaging with your audience through comments and discussions can boost your content’s visibility.

7. Measure and Analyze Results

To refine your strategy, regularly measure the performance of your content—track metrics like website traffic, engagement, and conversion rates. Tools like Google Analytics and social media insights can provide valuable data for improvement.

8. Adapt and Evolve

The digital landscape is constantly changing. Keep your strategy flexible and adapt to emerging trends and audience feedback.

Before creating any content, planning thoroughly and identifying your target audience is essential. Doing this will enable you to develop a content strategy that resonates with both audiences.

Step-by-Step Procedure:

1. Begin by clearly defining your goals and identifying your target audience.
2. Conduct comprehensive research on your industry, competitors, and audience behavior.
3. Create a content plan outlining the types of content you’ll produce, your publishing schedule, and distribution channels.
4. Prioritize the quality of your content over quantity, ensuring it is informative and engaging.
5. Integrate SEO practices into your content to enhance its visibility in search engine results.
6. Actively promote your content through various platforms and engage with your audience.
7. Regularly measure and analyze the performance of your content using tools like Google Analytics.
8. Adapt and evolve your strategy to align with changing digital trends and audience feedback.

Following these steps, you can develop an effective content marketing strategy that fosters engagement, builds brand authority, and achieves your business objectives.

This article was updated on November 15, 2023.

Virginia Nussey is the director of content marketing at MobileMonkey. Prior to joining this startup in 2018, Virginia was the operations and content manager at Bruce Clay Inc., having joined the company in 2008 as a writer and blogger.

See Virginia's author page for links to connect on social media.