Why Content is King
In the information age, information is everything – even if it is useless. Because the Internet constantly bombards us with various facts, opinions, jokes, and abbreviations, it can be rather difficult to sift out the relevant from the nonsensical. To a certain extent, we suffer from a daily information overload, especially when it comes to online advertising. However, when Internet users start to care about the content of the information, then the overwhelming cloud of ones, zeros, and emoticons becomes manageable and informative. As a result, if you have the substance to back up your online branding and advertising strategies, your business will quickly improve its viability, because potential customers will care more about you and your product.
We may all have shorter attention spans than we did before the Internet, but that doesn’t mean that we have lost the ability to recognize and connect with important information.
In a recent study conducted by research firm Edelman Berland during the fall of 2012, a survey of 1,250 adults revealed that 68% of consumers find online ads “annoying,” 51% “distracting,” and 46% “all over the place.”
Additionally, consumers much prefer print magazine ads to any other medium. This is not to say that the Internet is useless and that there is no hope for online marketing, but that many businesses mistakenly believe they can sacrifice content for brevity and flashiness. Readers prefer print magazine ads because they allow for a closer engagement with the information being presented, which is typically more thoughtful as a result.
What does this mean for your business’ approach to online marketing? To put it in familiar terms: quality is more effective than quantity. The more informative content you can generate through your online marketing campaigns, the better – whether that’s through blogs, tweets, posts, or your website. When you give the consumer something to care about, whether it’s the family back-story of your business, the care that goes into making your product, or the reason you started your business in the first place, you generate more interest, engagement, and loyalty.
At My SMN, we know that content is crucial when it comes to making your business’ social media presence worthwhile and memorable. We know that customers much prefer to see the human side of your business, and we would like to help you share it.