content marketing strategy, Every marketer has heard the saying "content is king." The idea behind it is simple.
If your content speaks for itself and helps people find answers to their questions, then you are set.
However, given the great evolution that internet marketing has gone through in the last decade, many believe that content marketing will not be as relevant in 2023 as it was before.
How to do content marketing strategy
At first glance, that may be true. Today, video is the preferred medium of choice for both creators and fans. Short videos have seen tremendous growth thanks to TikTok and Instagram Reels.
People are getting used to small videos that provide them with the information they need, and so the opportunity to do content marketing with more content is disappearing forever.
This assumption could not be further from the truth.
If people simply stopped searching for information online, Google, the world's leading Internet search engine, would see a significant drop in traffic.
However, this has not occurred. On the contrary, search queries continue to increase rapidly on the search engine, which shows that content marketing is not over yet.
What is Content Marketing?
Content marketing is a broad term that encompasses all forms of content, not just blog content.
Even people who post videos on YouTube and other platforms are content marketers, if only because they prefer a different platform to use. However, these platforms are still relatively new to this strategy.
Blogs are still considered the most important form of content marketing. It's the foundation upon which this aspect of internet marketing began. Marketers and brands create relevant blogs, articles, lists, and more to reach as many people as possible by searching Google for related terms.
Why blog content marketing is so effective
Google is still one of the biggest traffic sources in the world. If you manage to rank your blog for high-traffic keywords, the search engine will send highly efficient traffic your way. This traffic will turn into leads and some of these visitors will become customers.
This is one of the reasons marketers focus so much on SEO or search engine optimization.
It's more of an art than a science, optimizing a particular piece of content so that it performs better on Google than the competition. That's also what makes it so powerful.
Although the Google search results page is now much more than just 10 blue links on each page, video content is still not visible on the results page. A TikTok video cannot be categorized in Google. The company only shows limited results from YouTube because parent company Alphabet also owns YouTube. Likewise, videos from Facebook cannot be categorized in Google.
Consider this for a moment. One of the world's best sources of highly qualified traffic has effectively been closed to video content. This allows blog content to shine because Google's goal is to direct people to sites that provide the most relevant information to their queries.
The barrier to entry is much lower
Writing blog content does not require a huge investment right away. That's why it's a good option for small businesses that have a very limited marketing budget. Most likely, they already have a website on the Internet.
All they need to do is create a blog that matches that website, and then they can start publishing content about the products and services they offer.
It's a different story from other forms of content marketing, especially videos. People are used to seeing high-quality, well-produced videos on the Internet. The higher the quality, the more likely they are to succeed on platforms like YouTube.
Small businesses often do not have the budget to hire professional presenters, purchase sophisticated camera equipment, and invest in powerful computers for editing and production. This makes the cost prohibitive, even before the company can figure out if targeting its content will yield positive results.
Simplicity remains unmatched
Another reason why blog content marketing is a preferred option for small businesses is that it is relatively simple compared to other formats.
Even a small business with just one employee can implement this strategy without much effort. In fact, most small business owners who are just starting out rely on this marketing strategy for this very reason.
It's just a matter of knowing how the product or service a business offers can make customers' lives easier.
Then, it's just a matter of explaining it through a series of useful publications and articles that show potential customers the benefits of buying from that company.
This is something that can be done by one person alone. It is even better for those who are not comfortable expressing themselves through video content creation.
Blog content marketing allows them to stay in their comfort zone while ensuring that their business has a good chance of growing its online presence.
Content marketing will thrive in 2023 and beyond
- Everyone who expected the death of blog content marketing has already been proven wrong.
- The numbers do not lie.
- People are looking for information in online search engines more than before as people are increasingly longing for details. They are actively looking for content to help them solve a problem or answer a question.
- Some of the world's leading brands continue to invest heavily in content marketing efforts for this very reason. There's no reason for small businesses to forgo it just because video seems to be the type of content that works very well online.
- Content marketing will always be around. It will thrive in 2022 and beyond, and the only thing left for small business owners to do is to take the leap so they can realize their full potential.
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