Content is the great leveller of the online world.
Any brand - whether a large organisation, small or medium-sized business, nonprofit group or individual - has the ability to produce and distribute content in many formats as a means of generating awareness, building credibility, spurring action and engaging with customers and key influencers.
The infographic below (hat-tip Content+) is a concise snapshot of the marketing potential content can play in a brand's online efforts.
Some of the points made that jump out at me include:
- Blogs on company sites result in 55 per cent more visitors (TrinityP3's Darren Woolley says in this recent interview how much of the traffic to his corporate site comes via his blog).
- Interesting content is a top 3 reason people follow brands on social media.
- 70 per cent of consumers prefer getting to know a company via articles rather than ads.
Depending upon what your goals are, of course, but when it comes to brand marketing and communication, a strategic nod towards relevant content in its myriad forms - blog, e-newsletter, online video, whitepapers and ebooks, case studies, webcasts, microblogging et al - is probably not a bad place to start.