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

Every 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. 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.

Second, you must think about content in a big-picture, omnichannel manner. Every punch is important in the ring, but it’s the way all the movements come together to win or lose the fight that matters in the end. The same is true with content marketing. Your efforts across paid advertising, organic social posts, blogs, email campaigns and other formats should be interlinked, working to drive the window coverings customer toward conversion.

So how do you leverage content in this omnichannel advertising world? Here are a couple of tips to condition your content for a championship run.

Maintain quality

Quality remains a critical component in 2019, and that trend is not reversing anytime soon. Search engines, with Google at the head of the pack, are driving this demand for relevant, high-quality content. The job of a search engine is to recommend the most helpful links possible in response to search queries. When your content fits that bill, it’s more likely to come out on top.

What makes something high quality? It’s strong writing, solid grammar, relevant information and helpful content. And while there’s no hard-and-fast rule about where content should weigh in with regard to word count, shorter isn’t always better. Studies show that pages in the top spot in search results tend to have an average of around 1,700 words.

But niche and audience matter, so be sure to do your own research. Look at which of your pages (and those of your competition) are performing best to see which topics, word counts and contenders resonate with your audience.

Create content for people and search engines

Technology and human components are irreversibly connected when it comes to digital content, so you have to serve both. First, ensure your content—whether it’s text, video, images or audio—is friendly and accessible for the human user. Choose responsive designs so users can see your content on desktop and mobile devices interchangeably, and keep newer devices in mind. A growing number of people are searching for content via voiceactivated technology such as Alexa-enabled products.

Next, optimize your content for all types of searches. That includes traditional desktop searches, queries on mobile devices and voice searches.

One top tip for serving search needs across multiple devices is including potential feature snippets in your site content. You can do so by posing a question in an H2 or H3 subheading and then answering that question concisely in the 14 to 25 words that follow. You can expound upon that answer with additional content, but the short answer may be displayed in a featured box at the top of the search results or provided to users by Alexa or other voice assistants.

Diversify your content

Diversity is huge for content in 2019 and beyond, and that’s true on multiple levels. First, make sure to spread your content about window coverings far and wide. Don’t keep it all to your blog or social channels. Consumers are branching out, and you’ll engage more people if you do too. Consider adding or continuing to use forums, your Google My Business page, and social networks such as Facebook, Twitter and Instagram.

While you’re at it, diversify the type of content you create and publish. Share content from others and make it a healthy mix of different media. Text, videos, images, polls and reviews are just some content types that perform well when shared with consumers.

Be authentic

Finally, be true to your company’s mission, vision and values, and be as transparent with consumers as you can. That’s important with all consumers, who are growing more wary of online content due to the damage caused by fake news and black hat marketing. But it’s especially true as you work to capture the interest of rising generations.

Members of Generation Z, many of whom are moving out for the first time or will own homes in just a few short years, crave authenticity in advertising and are willing to spend more on products and companies they feel they can trust.

Content is an ideal way to engage with consumers who want authenticity. Window companies can provide helpful how-to articles, advice about buying products and even locally relevant content of interest to homeowners. Helpful, high-quality content builds the trust that is becoming ever more important for success.

Content might be the champion of online marketing, but it can’t hold the title alone. To stand out online, make sure your team is putting in the work to keep content in good shape, and don’t be afraid to reach out to a professional for in-depth content training advice and assistance. z

Welton Hong is the founder of Ring Ring Marketing and a leading expert in creating case generation from online to the phone line. He is the author of “Making Your Phone Ring with Internet Marketing for Window Covering Companies.”

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