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Content Is Still the Undisputed Champion of Marketing Trends come and go, but content should remain an important part of your marketing strategy. Improve your efforts with these tips BY WELTON HONG
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very year, quarter or even month, it seems, the talking heads of the marketing and advertising worlds publish predictions about key drivers for success in connecting with consumers online. You start seeing headlines such as “Does Content Even Matter?” or “What’s Rising to Take Content’s Crown?” But the overall consensus is—and always has been—that content remains king. Everything around that truth evolves. The type of content that engages consumers changes. New delivery methods become available. Automation takes over, and AI and machine learning make it easier to specifically target niche audiences. Although different contenders may enter the ring and challenge the reigning champion, content is always the prize-winning boxer throwing the uppercut for the knockout.
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With that in mind, here’s what you need to know about putting this marketing champ in the ring to battle on behalf of your window treatments business in 2019 and beyond.
Content Is Advertising
First, you must understand that content is advertising. That’s true whether it’s the text snippet that goes in a search ad or a long-form piece for your company blog. The end goal of all your content is to build awareness and drive up sales and revenue. The short-term or individual goal of each type of content might vary slightly within that big picture, of course. For example, content in many of your social posts might be geared toward encouraging engagement to get increased exposure, while a product description on your retail site may be more focused on persuading the reader to click the buy button.
