What is content?

Do you remember having to write in your primary school friendship book what you wanted to be when you grew up? Chances are, nobody wrote ‘Content Marketer’ or ‘Content Creator’. Simply because such a job didn’t exist back then. These days, things are different, and the concept of content in its entirety is very much on trend. But what is content? And what does it offer businesses? We’ll explain everything to you.

What is the definition of content?

Before we delve further into the importance of content, it is first worth answering the question ‘what is content?’. ‘Content’ is an English term. It refers to ideas conveyed via a medium. ‘Medium’ is a very broad concept in this context. In the world of marketing, ‘content’ refers to ‘material’ that is created. Examples include web social -media posts, blog marketing, podcasts, leaflets, videos and so on.

The importance of content within the marketing mix

Content is a key pillar of the marketing mix. In fact, it is so important that virtually no form of marketing can do without it. This is because content appeals to, reaches, inspires and can even persuade the target audience – something that is vital to any marketing mix. Bear in mind, however, that when you embark on content marketing, it is vital that the content you produce meets the needs of your target audience. So, consider what questions or problems your potential customers have and try to provide answers or solutions to these through your content.

Example

You sell online posters that people can hang in their homes. Your potential customer is someone who wants to give their home a new twist with a fun poster. You can reach your potential customer in various ways through content. A few examples are:

• Through a catchy Ads advert to promote the discount offer
• Featuring an inspiring atmospheric photo on Pinterest of a client who has the poster hanging at home
• Through handy blogs featuring styling tips tailored to your favourite interior style
• With the helpful description provided alongside the product, so that website visitors know the dimensions and how quickly the poster will be delivered

Ready to get started with content for your business?

If you want to create content for your website, it is important first to identify which channels you want to use to reach your target audience and how best to do so. By drawing up a content plan, you can organise for yourself when to start work on each piece of content. For example, ensure that the right text appears on your pages, incorporating words that are frequently searched for. You can check this by carrying out keyword research. It is also advisable to draw up a schedule for yourself when creating this content for your website. You should also set priorities for yourself regarding the extent to which you want to distribute your content across other channels and how frequently you wish to do so.

We do, however, recommend that you always think in an omnichannel way when creating content. Your potential customers may come into contact with your business through various channels, so ensure your content is distributed widely to attract attention across the board.

What is content: want to know more?

We hope you now have a better understanding of what content is. Do you have any questions? Or do you need help with developing a content strategy or creating content? Please get in touch. We have several specialists on staff who can help you with this!