Why content remains king

January 23, 2020 / Roberta Hill  / 

This is a follow-up short article regarding my previous post:  8 Great Types of Content Marketing for Local Businesses  In that post, I point out eight types of content you can use/create.  In this one, I elaborate on why content is and always will be “King”.

Long before the Internet existed, the defining axiom in print was: “content is king.” Today, with online content dominating print content, many of the world's leading SEO and web marketing experts still say that “content is king.”

Why is this the case? That even after decades, regardless of the medium, content is still the crux of good marketing?

This is what builds loyalty

Companies were not built on first-time visitors. Companies like the Wall Street Journal do not make most of their money with people who pick up their newspapers for the first time.

They make money from people who have read their content and then decided that it is good enough that they either want to buy again or take out a subscription. If the company required a new customer every time to get paid, they would all have failed by now.

But many online publications approach their business that way. Instead of focusing on recurring visitors, they focus on search engine optimization to get more new customers. 

However, the famous and successful blogs like the Huffington Post or TechCrunch still get most of their traffic from repeat visitors. Their businesses would only be a fraction of what they are today if they did not have great content.

The evolution of the search engines

Google and other search engines strive continually to ensure that their search results deliver better results ever. They want people who search their search engines to find the best possible content concerning what they are looking to find.

As search engines become more intelligent, marketers who focus primarily on marketing tactics rather than the actual content will become extinct. 

Google has proven this repeatedly by downgrading the importance of inferior links and increasing the importance of usage statistics and other metrics actually to measure the content of a website.

If you build your site around great content and have a good understanding of basic SEO, your website will thrive. If you put all your efforts on SEO and don't pay serious attention to your content, you will always try to stay one step ahead of the search engines. 

The ability to sell high-ticket items

A site with inferior content might be able to sell $0.20 clicks through AdSense. But a high-quality website could sell $5,000 DVD sets by the hundreds.

With high-quality content, you can build a relationship with your readers. This relationship allows you to sell any number of things to your readers. From high-quality articles to recurring memberships to one-on-one coaching, it all starts with high-quality content.

Over time, only content that helps people will be successful. Content that does not do so is likely to be downgraded more and more over time. 

8 Great Types of Content Marketing for Local Businesses

November 4, 2019 / Roberta Hill  / 


You know that content marketing is still king. That’s unlikely to change and that means that it’s your job to create and share the kind of content that’ll bring customers to your business and help you improve your bottom line.

The numbers back up content marketing’s importance. Research shows that 91% of all B2B companies use content marketing, and the same is true of 86% of B2C businesses. However, only 63% of companies have a dedicated content strategy.

You can see the issue at hand. Content marketing is a must and yet doing it improperly – without a clear focus and strategy – can be a huge waste of time and money.

With that in mind, here are 8 content marketing types to help you build your strategy and grow your business.

#1: Blog Posts

Blog posts are hardly revolutionary in the world of content marketing, yet a lot of local businesses still aren’t blogging regularly. Those who do reap rewards:

  • Companies that blog get 97% more links to their websites than companies that don’t
  • Companies with blogs have a 434% higher chance of receiving a high Google rank compared to companies without blogs
  • 10% of blog posts are compounding, which means that they attract more organic traffic over time

For the best results, keep your blog posts tightly focused. Optimize them for local and voice search and make sure to use a clear, easy-to-follow structure in each post.

#2: Infographics  

A lot of local businesses don’t bother with infographics and that’s a shame. They’re increasingly popular and perfect if you need to present a lot of data in a way that’s easy to understand.

While you might think you need to hire a professional graphic designer to make infographics for you, that’s not true. Online tools such as Canva and Venngage make it simple to create beautiful, shareable infographics.

Infographics can help you build authority and gravitas. They’re ideal for sharing on Pinterest, Instagram, and Facebook. If you’ve posted a data-heavy blog recently, consider transforming it into an infographic to share on social media.

#3: Customer Testimonials 

You already know that customer reviews and testimonials are essential forms of social proof to use in your online marketing. However, if you handle them properly, they can also be part of your content marketing strategy.

Consider shooting video testimonials that tell a compelling story and give people a reason to buy your product or use your service. Video testimonials can be posted on your website, emailed to your list, or shared on social media.

#4: Case Studies

The term “case study” can be an intimidating one but think of them as in-depth customer testimonials. A testimonial will usually focus on how the customer feels about your business. A case study shows how you or your product helped a customer.

If you decide to use case studies in your content marketing, make sure to:

  • Tell a compelling story in an engaging way. Incorporating some suspense and emotion into the story will keep people interested and ensure they stick around until the end.
  • Be as specific as possible. Don’t just say that you helped your client grow their business – provide metrics and numbers wherever it’s possible.
  • Show your customer’s journey from start to finish. Make sure to explain where they started, why they came searching for you, and what happened after they found you.

Case studies should be featured on your website. They can also be shared on social media.
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