The word ‘content’ is thrown around a lot these days. We have content executives, content creators, content influencers, content strategies, platforms, copy… and the list goes on. But, for good reason. When it comes to planning a successful digital marketing plan, content is EVERYTHING, and ANYTHING can be content, if used in the right way. But what are we talking about when we use the term? After all, it can appear to be quite vague. Well we like this simple explanation from Little Over Web Solutions: “Content is the approach of your business. It is the tool through which you draw in and engage with your customers.”
So, to understand content, you must look at how you are reaching out to your customers. Your website, for example. Everything on your website is content. From the copy written on each page, to blogs, reviews, images and video. Your website is designed to speak directly to your customers – and this is what content does; it utilises digital marketing tools such as SEO, and it welcomes people through the door. We know that the copy on your website has to be on brand, and it has to give clear, simple information about your business and what you’re offering to the customer. But what about social media? Well in simple terms, your website is where your business ‘works’ while social media is where your business can be a little more free to ‘play’.
While social media can still reflect your business and its values, social platforms allow you to operate in slightly different ways. The limitations in terms of how you utilise content on social media are few. And this is where the ‘anything can be content’ philosophy comes in. What exactly do we mean by this? Basically, anything that relates back to your business, its personality, its values and its services/products, in any way, can be used as content. Here are just a few examples:
Your business is dog-friendly, so you post a photo or video on your social media of the office pug next to a keyboard, posing as your new receptionist.
You take part in a charity event, and you write a blog about how amazing the charity is, and how your team has been inspired to give back.
Your business launches a new drink, and your team takes part in a blind-folded taste test. You video the results and post them on Facebook.
You receive a thank you email from a customer and, with their permission, you post about it on LinkedIn, saying how grateful you are for each of your amazing customers.
You move offices, you share some photos of the new space, you try a new coffee brand and write a post about your productivity levels rising, you go on a work outing and you recommend the local pizzeria while showing off your team culture… anything is content. The more fun, engaging, helpful and interesting, the better because this is what builds your audience and eventually converts them when you post directly about a promotion or product.
Quite often, the reason businesses fall behind is because they don’t have the time and expertise to really make the most of their content. So, they outsource. Outsourcing your content needs can be hugely time-saving, and the results – amazing.
So, think about how you’re using content to your advantage – and take it that one step further.