(Digital) Content is King

January 13th, 2011 by Jessica Runberg

With today’s social-media frenzy, digital content is more important than ever. Whether on a website, a blog, a Facebook update, a microsite, an online ad or a Tweet, digital content is king.

Why go digital? Because online content has the power to spread like wildfire. It’s one of the reasons that press releases have experienced a renaissance on the Internet. If your press release, YouTube video or Facebook update goes viral, you could see an influx of hundreds or thousands or millions of visitors.

The best part? Online content is one of the only forms of media that can take on different forms. Take Burberry’s The Art of the Trench microsite, for example. It claims to be a living celebration of the classic Burberry trench coat and the people who wear it, but is it an advertisement or social media? Is it marketing or entertainment? It’s almost chameleon-like in its ability to address the needs of the company and the consumer.

Social media is blurring the line between what’s advertising and what’s “just for fun.” And customers are spreading the word about companies’ products and services without the company having to do any of (or very little) work. When customers do the work for you and share your story with others, the results can be phenomenal. But if you’re going to do it, it’s important to keep up with your digital content so visitors don’t see tweets or blog entries that are a couple of months old. Also, search engines will show recent tweets/status updates, so some traffic can be generated by making a quick daily update part of your routine.

Another benefit of digital content is that you can get immediate feedback from your client base. Customers who are connected 24/7 will respond instantly to Facebook status updates, tweets, comments on your blog posts (especially if they have an RSS feed). And these same customers will share these updates with their friends, and their friends will share them with their friends and so on.

You get the point. Now get out there and post some digital content—stat!


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