Digital marketers know all too well what search engine giant Google has been preaching for years – Content is King. It’s what drives the Internet and it is the reason for the huge reach the web provides – more than one billion daily users.
These users have traditionally utilised the Internet in order to:
- Get information
- Learn more about a subject
- Get some advice on the best way to handle a situation
- Find out more about a product or, alternatively, a service.
Even social media – which oversubscribed with valueless content – exists to offer users information which interests them. This is even if it’s the most tedious and trivial thing.
The challenge facing content marketing
The problem which faces most content creators (and users as well) is the overwhelming plethora of boring, immaterial, stolen, or just plain bad content which is lying around in cyberspace.
Google does a good job of putting the best as well as most original content at the top of its results by evaluating the value of the content that is produced by the various websites which it finds. They do this in several ways (hundreds of ranking factors, in fact). However your priority – as a content creator – should be to create content that has high value to your users.
So how do we create value? Or – better yet – how do we define value?
In the strictest sense of the word, the term ‘value’ refers to what your content brings to the table (metaphorically speaking). What do your users get out of reading your content? A common misconception is that content needs to be factual and almost academic in nature to have any real value. However, if this were true, the endless list of successful websites that talk ceaselessly about pop culture would almost seem to defy logic.