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In January 1996, Bill Gates wrote an article titled “Content is King” which was published on the Microsoft website.

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While we start with his ideas of “content” on mainly internet, we will not limit our discussions to passing information through internet but also in the offline space.

Bill Gates opines that “Content is where much of the real money will be made on the Internet, just as it was in broadcasting”.

He quotes the example of Television Industry where even though number of players manufactured different brands of television sets, the ultimate winners were the ones who could deliver maximum entertainment.

When one considers an interactive network such as Internet, without a proper, interesting, and engaging software, the medium itself becomes redundant. But what is interesting is the fact that no company is too small to develop attractive content for any media.

“The Internet also allows information to be distributed worldwide at basically zero marginal cost to the publisher”. No wonder that many companies are laying plans to create content for the Internet.

“For example, the television network NBC and Microsoft recently agreed to enter the interactive news business together. Our companies will jointly own a cable news network, MSNBC, and an interactive news service on the Internet. NBC will maintain editorial control over the joint venture”. (Bill Gates, “content is King”).

In Print media, it is the content which attracts subscribers to a particular publication. Be it Newspaper, magazines or even billboards, the content reigns supreme when it comes grabbing the attention of people. These days the electronic online editions of newspapers or magazines have become common (with slightly changed contents).

Content and Science:

Normally printed scientific journals are priced high due to small circulation making them unaffordable for the majority who would benefit from such information. But with researchers preferring to go online, even the localized content of the research is gaining popularity.

 

From King to the Queen:

Let us turn our attention to the Queen, “The Content marketing”.

Content marketing is turning out to be the best form of Digital marketing in the marketplace, which is fast gaining ground, during and Post-pandemic era. These days digital marketing occupies the major chunk of consumers’ time in making buying decisions. Even here, be it influencer marketing or Social media marketing, content is the key and content marketing becomes a major factor in attracting and retaining the attention of viewers.

 

Why Content Marketing (CM)?

• CM attracts subtle attention.
  Engaging articles occupy the consumer’s minds and without the reader realizing, your brand occupies their subconscious mind. The content really stays to be recalled at the time of making a purchase decision. But it is important to know that too much of product or service description in your content will nullify your efforts.
• CM for to create top of the mind recall:
  Compelling contents from bill boards to pop-ups get immediate recognition and also make viewers like the brand. Many “Lovemark” brands have excellent contents in whatever media they communicate with their dedicated customers. Amul is one of the examples of how the company markets its products through content.
• Content’s  Key words to the rescue while potential buyers are looking for products. The key words become search-engine friendly, if suitably placed. Research says that search ranking in any search engine is directly proportional to sales. A good content with appropriate key words results in better sales.
• You want to add value to your products/services? Use CM.
  People purchase benefits rather than products/services through the knowledge they acquire. Customers move towards your brand when they read or listen to good stories about the brand and hence the content can be loaded with interesting stories about the brand . With some good content on your landing page, a customer can learn more about your products and services. It organically lets them stay on your page. They do not perceive you as a marketer but as a teacher.
• Relationship marketing through Content?
  Reviews of influencers on latest products/services play a vital role in brand awareness and recognition. With good content brands can maintain excellent relationship with customers.

 

Conclusion:

Content writing is one of the important techniques in all marketing strategies formulated under present environment and has already become a preferred source of marketing by new and old businesses. Content marketing is still one of the parts of digital marketing in today’s marketplace.

In the days to come, interactive advertising will be the order of the day and hence impressive content will be necessary to grab the attention of the viewers.

 

Charge for sharing Content?

“Some content companies are experimenting with subscriptions, often with the lure of some free content. It’s tricky, though, because as soon as an electronic community charges a subscription, the number of people who visit the site drops dramatically, reducing the value proposition to advertisers”.

But very soon the mechanisms will be in place that allow content providers to charge just a cent or a few cents for information. If you decide to visit a page that costs few cents, you will be tempted to click on what you want and get the information for almost free.

 

References:

1. “Content is King” — Essay by Bill Gates 1996
2. “7 reasons why content marketing is still king”,  Mattroyse, Knowledge Enthusiast, March 12 , 2020.
3. “Content Is King – Why You Still Need Great Content In 2021”, Desere Davis, January 1, 2021

 

Written By:
Dr. Venkatesh R.
Professor
Alliance School of Business