If you’re at all familiar with digital marketing, you’ve probably heard the phrase “content is king” before. Without a doubt, content is extremely important to a well executed digital marketing strategy. But ultimately what Google rewards is not content per se, but user experience.
In today’s Top Tip Tuesday, our CEO Richard Conway explains why the user, not content, is truly king (or queen).
Everybody knows about content marketing. But are you familiar with context marketing?
Context marketing means presenting content in a way that is relevant to the user. An example is Amazon’s book suggestion tool, which is based on items in a user’s shopping cart or patterns in previous purchasing behaviour. It is about knowing the user so well that you can anticipate which products, services and knowledge will be relevant and valuable for them.
Content created through context marketing is user-centred, as it’s useful, valuable and helpful. Understanding your consumers’ needs and values is the key to creating information that resonates with your target market.
A user-centred approach to content relies heavily on social media to elucidate the precise challenges, needs and interests of the given customer segment. Social media is also useful for getting your content in front of a wider audience. However, just placing a message on the various social media channels isn’t enough. More important is interacting with your audience so that you build a relationship with them and grow to understand their needs and desires.
By integrating your blogging and social media strategies – and being highly active with both platforms – you can develop the kind of content that your users respond well to. That is the user-centered approach to content that Google ultimately rewards.
30 May 2017