3 Reasons Content Is No Longer King

I don’t know about you, but I’m sick of hearing “content is king.” We get it. Content marketing works. It’s the best thing since the iPhone 5. But small business cannot live on content alone. Here are three reasons why you need more.

1. If a Blog Post is Written in the Forest, No One Sees It

You can write all the content in the world, but if you’re not getting it out where potential customers can find it, it’s a complete waste of time. Content marketing only works in conjunction with a well-developed social sharing campaign.

Make sure your blog offers sharing buttons so your readers can share it with their networks. Also make sure you’re posting every article on your company’s Facebook, Twitter, and other social media profiles.

2. Community is Key

Businesses who build up a community of  fans and customers tend to have higher levels of trust with their community. Simply by encouraging a two-way dialogue rather than pounding in your branding message will give your followers more respect for your company.

3. Quality Matters

I can’t tell you how many job postings I’ve seen for businesses willing to pay a whopping $3 per article for their blogs! If you’re just going to put low-quality junk on your blog, you’re better off not creating content at all. People now demand better content, and if you’re not providing it, you can bet your competitor is.

Don’t get me wrong: I’m not saying you don’t need content. When I wrote a topic about Ileane Smith on Small Business Trends (my inspiration for this post), we got a lot of push back on the idea that content isn’t king. But content by itself serves no purpose except to take up digital space. With it, you need a stellar marketing strategy and the appropriate channels to share it with others to expand your customer and fan base.

Takeaway Tips

  • DO write a company blog. Focus on topics your customer demographic is interested in.
  • Aim for a variety of topics. Don’t limit yourself to only talking about your product or service.
  • Set up automated channels so that your content is instantly sent to your social channels without you needing to do it manually.
  • Create a blog schedule so that you have a constant stream of content to interest readers.
  • Find ways to engage your social followers by asking questions about the content you share.
  • Share other social users’ content so that they will respond in kind.

Photo: Pere Ubu on Flickr

About Susan Payton

Susan Payton is the President of Egg Marketing & Communications, an Internet marketing firm specializing in marketing copy, blog and article writing. She is the blogger behind The Marketing Eggspert Blog, and also writes on Small Business Trends, Growth University and BizLaunch. Follow her on Twitter @eggmarketing. Susan Payton on Google+!