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Why 'Content is King' in digital marketing?


When was this phrase coined?

This quote first appeared in an essay in 1996 on the Microsoft website. Bill Gates was describing the future of Internet as a marketplace for content. 

What is content and why is it so important?

Anything you create on the Internet can be classified as content; from writing for your website, to leaving comments on your favorite blog.

Content is very important to a business. Here are 3 reasons why content is so important:

1. Good content improves brand identity

Research shows that buyers make purchase decisions based on the brand they identify with. A survey by Dragon Search Marketing found that 61% of consumers buy from brands that produce custom content. 

2. Good Content makes you look like an expert and is good for SEO

While creating content, you must remember the acronym E-A-T. Any content a business generates should reflect Expertise, Authoritativeness, and Trustworthiness. 
Good content with the right keywords in the right place work wonders for SEO (search engine optimization).

3. Lead generation

Consumers like helpful information. Producing fresh content on a regular basis helps attract readers/viewers. These people are the ones who are interested in what your business has to say. The chances of these readers heading to your website when they have to buy a product you sell is very high. This leads to growth.  

What are the different types of content I can create for my website?

Broadly speaking, content can be divided into four categories

  • Written Content
  • Visual Content
  • Video Content
  • Interactive Content

 Written content

Examples of written content include blog posts, eBooks, whitepapers, sales copy, advertisements, case studies, customer success stories, DIY tutorials, interviews, Q & A sessions, product contents and guides, and testimonials.

Written content is important because it speaks directly to your audience. Spend time proof reading it and making sure it fulfills E-A-T. This type of content is very important for brand identity as it can show your expertise in your chosen niche.

Visual Content

Examples of visual content include images, infographics, memes, graphics, GIFs, screenshots, and photographs.

Video content

Video content can be created on a video-sharing platform like YouTube or Vimeo. According to Oberlo, YouTube is the most popular video-sharing platform. Examples of videos you can create are  DIY tutorial videos, product review videos, interview videos, testimonial videos, webinars, vlogs, product demonstrations, and customer story videos.

Interactive Content

Also called user-generated content. The audiences are involved in the creation of this content. Examples of this type of content are polls, quizzes, contests, surveys, and interactive white papers. This type of content is frequently used on social sharing platforms. 

After you create any type of content, you have to deliver this content to your intended audience. That is where marketing comes in. You can distribute this content through your website, or use social media accounts by maintaining your account and updating it regularly, or use paid advertising to increase your reach, or use email marketing to stay in contact with your followers.


To wrap this up, let us recap some of the things mentioned above. The main take away of this blog post is that content marketing is an important part of your digital marketing strategy. While creating any type of content, always remember E-A-T. Creating content with consistency pays off in the long run. Platforms like Facebook say that a business needs to post at least once a week to show their commitment to the business. This is a good rule of thumb for content creation. Get out there at least once a week and create some kind of content to get in front of your audience. 

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