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There are a few things that are definite when it comes to the marketing industry, one being the inevitability of change. With interactive technology constantly evolving along with media consumption habits, marketing strategies are continuously changing just to keep up. However, there is one thing that will never change, which brings me to the second certainty; content will forever remain king.

Content marketing has always been a necessity for businesses but in this day and age, it is absolutely crucial. Big and small companies are investing in content marketing to enhance their brand and awareness. The fact that Charmin (the toilet paper brand company) probably has more followers than you on Twitter is evidence enough. Content is who you are, it’s what you provide, and most importantly, it’s what sets you apart from the competition.

There is an increasing number of content mediums available for us to utilize. This includes text, video, any imagery, surveys, and even this blog you’re reading right now. As you can probably tell, content marketing involves efforts from multiple departments to achieve optimal results. It’s not just hiring a couple of millennials to post anywhere as much as they can (not a strategy we recommend). Here at BURKE, our digital strategy, SEO/SEM and social media experts play big roles in content marketing.

So, what makes content king? The list goes on, but we’ll lay out the main reasons:

It’s Vital For SEO

Your SEO is only as good as your content, which must be killer. That means having valuable, quality and keyword rich collateral that helps your website rank higher organically. 91% of traffic is on the first page of search engine results, which means if you’re ranked below the 10^th position of millions of results, only around 9% of your audience is seeing your website.

It Drives Engagement

Content marketing attracts an audience instead of interrupting them. Quality content that is entertaining, useful and interesting will encourage users to engage with the brand, which in return creates a greater awareness and customer loyalty.

It Adds Value to Your Business

Content should ideally serve as your best sales pitch of the service or product you provide. Your content should easily convince your audience that you are an expert on the given subject. It also serves as a direct line to communicate with your audience so you can interact and answer questions. This demonstrates how your company cares for its customers.

Content marketing is all about the consumers. Your brand will resonate with your audience if the content is tailored to their wants and needs. Having the bare minimum digital presence is no longer sufficient. In this culture of content, brands are now the publishers.