Why You Should Be Worried About Content Marketing

Content marketing. You might have heard the term once, or twice…or fifty-seven times. You might have a good idea of what the term means, too. Creating and sharing material without directly promoting a brand – but still generating interest in products or services – isn’t a new idea. In fact, content marketing has been around since at least 1672, when Jan van der Heijden and his brother, Nicolaes, improved the fire hose and marketed it through white papers, a book, visuals, and media. It was the first documented instance of effective marketing that wasn’t really considered marketing. So content marketing is steeped in history. Why should that worry you?

Fast forward to our era. You’ve probably heard the expression coined by Bill Gates, “Content is king.” You might also have heard digital marketing expert Lee Oddin’s tenet, “Content isn’t king. It’s the kingdom.” And entrepreneurial icon Seth Godin says, “Content marketing is the only marketing left.”

With so much focus on content, especially as it applies to marketing, there’s good reason to be concerned that maybe you aren’t keeping up and that it might be hurting your business. Here’s what happens when businesses fail to utilize content effectively as part of a strategic marketing plan.

They lose exposure

If nothing else, content marketing provides a podium with a loud mic. Articles, blogs, white papers, social media…it’s all there with the potential to be consumed by an audience that yes, is busy, but no, not busy enough to ignore interesting, relevant content. Consider how you are taking in this article right now. Or think about how much time you spend on Facebook. People are reading, listening, and viewing more than ever, and if you’re not on stage, you’re not part of the show.

They lose credibility

Have you ever searched for a business only to discover it was practically invisible on the web? What was your impression of that business? If you questioned its legitimacy, you had reason. It is now expected that businesses will have websites with professional content, active social media accounts, articles written by and about them, publications, and more. It’s also expected this content will be shared, making it easily accessible. When there’s a void in lieu of web presence, customers and potential customers start to get nervous.

They lose potential customers

When a business cannot be seen and is thus perceived as shady, potential customers naturally check out the competitor. A recent survey cited by Entrepreneur revealed eighty-one percent of shoppers conduct online research before they make a purchase. Sixty percent begin by using a search engine. Search engines cannot find a business that has little or no online content. And that translates to business lost.

Now that you know, it’s time to stop worrying and start acting. By developing a content strategy and consistently writing, publishing, and sharing quality, professional content through a variety of mediums, you can help ensure your business remains visible, trusted, and relevant. Yes, it is hard work. But it’s the kind of work that will help your business stay competitive.

Partnering With Rampant Social

When outsourcing your content marketing to Rampant Social, we’ll meet with you to discuss your business goals and learn about your organization, your audience, and your preferences. From there, we can build an editorial calendar tailored to your business. You’ll receive content that’s well-researched, well-written, and published and promoted for you.

Rampant Social is a PR and Marketing firm that creates results for its clients through digital marketing, social media, and content creation. For more information, email info@rampantsocial.com