24 Oct 6 Moves That Will Secure You the Content-King Crown

Marketing Content Writing – Rule with quality content … or be dethroned

Written by Daniela Cavalletti

5 min read

We’ve all heard the phrase ‘content is king’ a lot over the years – after all it’s been kicking around since 1996. From when Bill Gates first used it to describe quality information that will entertain and inform us all on that ‘new and different’ medium called the Internet. I was one of the young people very excited about the possibilities then. Jeez, I feel old right now … !

Anyway … Like me, digital content marketing is not utterly shiny and new anymore, but … Just as Bill said over 30 years ago, the same is still true today: “If people are to be expected to put up with turning on a computer to read a screen, they must be rewarded with deep and extremely up-to-date information.”

Why (Only Very Good) Content Is (Still) King

As the backbone of your online existence, spot-on quality content will bring targeted traffic to your website. It allows you to reach out to your audience, start conversations (and, like any good king, will slay the odd troll or dragon here and there). Overall, you can make your readers’ lives better in some ways by solving a problem or teaching them something new.

And what does that do for you, you may ask? Connection, shared values and ideas, communication … and ultimately trusted followers. That’s what the right kind of marketing content will bring you, and can make you the king of your market niche. This client goodwill and loyalty will translate to your readers remembering and using your product or service when needed.

Well, that is the ultimate aim anyway.

But marketing content writing is not a one-size-fits-all approach, instead it relies on original and authentic ideas and writing that will be interesting, useful and entertaining.

A king’s power stands and falls with intelligence, knowledge, ability to act swiftly and decisively, crystal-clear communication and – most importantly – a strong long-term strategy. And the same is true of your content planning and message.

The problem is – your competitors are trying to do the same thing.

6 Key Marketing Content Writing Moves You Need To Make

To stay in the game, you’ll need a strategy. Make these six regal manoeuvres – and ensure your content and business are, and will stay, king:

#1. Mobile Rules

Smartphones and tablets are well on their way to taking over laptops and computers as the favoured way to access websites – and you need to ensure a great browsing experience no matter the device. Recently Google announced its ‘mobile first’ search engine index and confirmed that the newly separated desktop index will not be kept as up-to-date as this primary mobile one. Meaning: if you’ll ignore mobile you’ll use your crown soon (sorry!).

Make Your Move – Responsive web design (RWD) is the way to go for marketing content; so ensure yours displays correctly and uniformly on a variety of devices, platforms, and screen sizes.

#2. SEO Matters

Original regularly-posted quality content – with naturally placed relevant keywords – has a significant impact on SEO and search engine ranking.

Make Your Move – Get SEO right, and your online marketing content writing will help introduce you to a much wider audience.

#3. Clever Content

Your content needs to be developed based on hard facts, and web analytics provide a wealth of information here. It’s worth taking the time to investigate exactly what sort of content your core audience is searching for.

Make Your Move – Get the very best insight into what is driving people to your website. Then develop marketing content that will truly engage attention and generate new leads and sales. For you, not your competition.

#4. Master Multi-Channels

Hunt down your audience (figuratively only, please). Develop a clear picture of where they can be found and what format your prospects and readers prefer. Your product or service may or may not lend itself to a more visual depiction (such as SnapChat or Pinterest) or video marketing through YouTube or Vimeo.

Make Your Move – Whether you choose infographics, slideshows, augmented reality, video streaming or native advertising: make sure it’s not just a gimmick, but that your target audience is sitting on the other side, watching. Marketing content writing without your followers’ preferences in mind is a waste of time.

#5. Quality Breeds Versatility

Once you’ve hit on a great topic and understand your audience, make sure you deliver your message not just that once. You’ll risk being overlooked by the busy, fast-moving internet population. True quality content rules for a long time: with some tweaking it should work across many different formats including blogs, infographics, newsletters, white papers, social media campaigns, ebooks and even as the basis of video scripts, to name but a few.

Make Your Move – Only develop quality content versatile and strong enough to be re-purposed. Then do re-shape and reuse it. Appropriately.

#6. Keep Your Head High

Superior content (just like a king) stands out with an air of authority and claims ownership over an area of expertise. Don’t be afraid to shine, to stand tall in your convictions, ideas and opinions. Marketing content created hastily as an afterthought will not be able to serve you (or your readers) in an effective way; it’ll only hurt your reputation.

Make Your Move ­– Marketing content that will win the battle for your prospects’ attention will have cost you some blood, sweat and tears. Be ok with it. Because “von nichts kommt nichts”, as mywise German grandma used to say!

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[sta_anchor id=”laurels”]Don’t Rest on Your Marketing Content Writing Laurels[/sta_anchor]

In this world of ever-evolving platforms, channels, formats, mediums and algorithms, content only remains king if you keep an eye out for your readers’ and clients’ needs. And then make the right move at the appropriate time.

Read widely, engage with the world, and listen to your customers’ praise, needs and, yes, complaints. Pause, think, then write. Then read, ponder and revise if needed.

As Queen Elizabeth II (whose reign outlasted most kings’) so wisely said: “We all need to get the balance right between action and reflection. With so many distractions, it is easy to forget to pause and take stock.”

When you write to your followers, choose your words wisely.

Cavalletti Communications has a roundtable of marketing content writers just waiting to develop the compelling content your followers deserve. What are you waiting for …, do summon us now.