Internet Marketing – Is Content Or Conversation More Important?
What role does content play in your Internet marketing strategy? Do you see good content as a goal in itself? Or do you place more value on the conversation that emerges from the content?
These questions are inspired by a blog post I stumbled upon. It stated, quite emphatically, that content is NOT king. I did a little more looking and found the source of this statement: Cory Doctorow, whose bio at craphound.com describes him as a science fiction novelist, blogger and technology activist. He has many other credentials, including a role as co-editor of the blog Boing Boing. Born in Toronto, he is also known for taking an activist role in the fight to liberalize copyright laws.
His comments about content make for an interesting discussion:
“Content isn’t king. If I sent you to a desert island and gave you the choice of taking your friends or your movies, you’d choose your friends – if you chose the movies, we’d call you a sociopath. Conversation is king. Content is just something to talk about.”
His statement could be applied to just about any media, including film, print and Web. I would like to look at it in the context of Internet marketing.
What is the Purpose of Web Content in Marketing?
Today’s Internet marketing involves both content and conversation. We can see evidence of the latter in the increased use of social media for marketing. Conversation, which occurs in all kinds of social media, has become a marketing goal in itself.
It is no longer enough for companies to simply have a Website. Businesses are being told they need to engage their customers; that they need to give their customers a voice and ample opportunity to share feedback. And many have followed that advice by making blogging and social media an integral part of their Internet marketing plans.
But does that mean conversation is the goal and content comes second? Some people believe so. Here is a blog post that supports Doctorow’s argument:
“[Doctorow] contends that it’s not about content, it’s about conversation. The telecommunications industry is worth substantially more than the entertainment one. Why? Because we have an innate desire to communicate and interact with each other.
So, it’s about having the ability to express yourself and have a conversation that makes for a good media and internet experience and not necessarily good content alone.”
If the intention of your Internet marketing is to provide a good online experience for your customers, does that mean you must provoke a conversation with your content, as this blog post suggests? Or do you just write good content, confident that its intrinsic value will communicate the right message about your business, without worry about whether it generates conversation?
It depends on what you want your Internet marketing to achieve, but whether your goal is a two-way exchange or one-way download of news about your company, content is still king. Without it, you can’t possibly expect to inspire people and engage them in any meaningful way.
Content and Internet Marketing
It’s impossible to start a conversation unless there is something to talk about. That is why content will always be king, and why it is a vital part of your Internet marketing plan. From notes on your company’s Facebook page to your articles, blog posts and tweets, content matters – a lot. If you take the time to ensure you have quality content accessible to your customers, your Internet marketing will succeed.
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Author: Diane G Salema
Article Source: EzineArticles.com
Digital economy, mobile technology