Why content is King?

As you know, Internet technologies have long and firmly rooted in our life, including in business. The main "combat unit" of these technologies is the website. Nowadays, it is unthinkable to imagine a small company without a website - its own representation on the network.

What is a website, and what parts does it consist of? Let's figure it out.

What Elements Does The Site Consist Of?

Any site is made up of several key elements. The first thing we see when entering the site is a design that is, appearance, design, color scheme. All this determines the corporate identity and forms the first impression of the user.

Moving through the pages of the site, we use various services, fill out forms, press buttons, use calculators, and perform many other actions that we don't even think about. All of these "invisible" functions are created by the hands of web developers and are collectively called programming.

Design and software are very important for a website. They determine the pleasant appearance of the site, ease of use, correct operation of all functions. But don't forget why you came to the site. The most important part of any site is the information you are looking for on it, or, in other words, the content. Content is all the texts that you read on the site, pictures, and photos, useful articles, and news, products in online stores, video clips. This is the main essence of sites, what they are created for. As the unknown author said: “The design and functionality of the site is its face, and the content is its soul. A site without content is a site without a soul. "

Content is king

As the legend says, this statement was voiced by Bill Gates back in 1996. Since then, nothing has changed. Search engines are gradually coming to this principle, web developers, business owners, and ordinary users are realizing and accepting it. Content quality is now receiving close attention. Not a single self-respecting web studio, not a single large Internet project can do without a content manager, which was once considered an outlandish profession.

Signs Of Quality Content

Benefit

The content of your site should bring clear benefits to consumers: tell the latest news, give advice, and show the range of products. Obviously, your site should be useful within its subject matter, and not be a mixture of Wikipedia and an entertainment portal with cats.

Uniqueness

The content should be unique, both for search engines which simply will not "love" your pages with other people's texts, and for users who are eager to see something new, and not materials that have been repeatedly used on other sites.

Registration

Yes Yes! Many people do not take this point into account, but the correct design of the content and the literacy of writing texts greatly affect the attitude of visitors to your site. The absence of errors, the correct placement of headings, lists, paragraphs, dilution of canvases of text with beautifully processed/drawn illustrations, infographics - all this will keep the user for a long time.

Let's have a very close look at what is worth paying attention to if you already see the value of the content for yourself, but so far, there is no understanding of what exactly to do.

1. Content strategy

The key here is strategy. As you can imagine, a strategy is an overall plan for creating and distributing content to achieve a given goal.

We set a goal - we go to it. That's what's important. Not content for the sake of content, three posts a day, but specific messages for a specific purpose.

What is included in a content strategy?

- Analytics, i.e., the study of competitors, popular materials on the market, target audience, own capabilities

- Development of an action plan, i.e., what, how, and when to do and for what purpose

- Implementation of the plan

- Measuring efficiency

- Further changes to the strategy and its updates based on the results

2. Content plan

This is the thing that many customers pay so much attention to, although it is not entirely clear what this gives them, that's another question.

A plan is a tactic for a certain period of time, i.e., a detailed described schedule of posts for the week, for example. The post about tractors comes out on Tuesday at 15:00, on Wednesday about cow's milk, etc. And this very plan should include something else besides endless selling posts, when you do not understand on the social network page or on Avito or in the site directory, remember about the ratio of different types of posts.

The content is now just heaps. And most of this is endless rewriting and correspondence on the same topic. Stop generating rubbish on the Internet and stop paying for rubbish on the Internet. Better pay for four sensible posts a month and advertises on them than 30 blank texts that no one will even read.

3. Distribution channels, as well as types and formats

The more channels, the better. This is clear.

But let's take into account, first of all, the specifics of the channels - the site and youtube can receive new readers/viewers for a long time while people are looking for information on a specific request. In social networks, a single post will be seen for several days and not all subscribers.

Secondly, each site requires its own "language." In one place, a short entry is relevant; in another place, a good long article is relevant, and in the third, you need a video. You won't be able to work much on different sites if you try to speak in the same way everywhere.

Now let's simplify. Channel - where you will speak. Type - what you will say (review, interview, case study, review, etc.). Format - how you will speak (the material will be submitted in the format of an article or video recording or podcast).

4. Style/manner of reporting or tone of voice

As I said, it is important to speak the language of the site, i.e., create content that is organic for this place, but it is also important to take into account the manner of communication. You can communicate officially, but you can as with a friend. For some, mate is relevant, while others are as intelligent as possible.

Here, the nuances are rather important - are there certain rules of the site, or certain personal/corporate rules, and most importantly, the organic nature of the image that is broadcast and how things are in reality.

5 headline and visual design

"They are met by clothes" is an ageless truth. So any text, video is met by name (for sites and youtube - the name also plays an important search function), and if it is not of interest - this is a failure.

You can write a super full of facts and benefits article, score on the title, and no one even opens it. Especially now, when decisions are made in seconds - either you like it right away, or you don't, and there won't be a second chance to make a first impression.

The same goes for the visual part. Either like or interested or goodbye. I'm not talking about frankly low-quality material - you yourself sign a death sentence to your content.

6. Editing and ease of perception

I'm not talking about grammar, punctuation, etc. now. I'm talking about the perception of information. It doesn't matter if it's text or audio recording. If there is no "air," no free space in the text, but there is a continuous long spot of signs, it will not be read.

It's the same with any other format. If you speak too slowly or too quickly, you get lost in thought - who will listen and watch it? It's not for nothing that they create scripts for cinema, and actors learn huge roles by heart. Give the person convenience, and he will like it.

I tried to briefly explain what is important when working with content. And why content marketing is gaining momentum and gaining momentum because these are the same “sales without sales” and “your 24/7 managers” who work without you and will continue to work.

We are all tired of endless advertising, tired of the same type of low-quality content that falls from all the cracks of the Internet. If you do it efficiently, beautifully, and useful, your results will come to you.