The Value of Investing in Good Content

value of investing in good content

Disney, RedBull, The New York Times, and Ikea. These brands have one thing in common:

They understand that content is a powerful way to build brand awareness and loyalty with their audience.

Using high-quality content, small, medium, and big brands alike can grow and build a strong online presence. Social media platforms and search engines are arguably the best way to reach potential customers in today’s day and age.

Thus, content marketing has become essential to any business or organization wanting to connect with its target audience, expand its brand presence, and drive sales.

But what’s the best way to curate quality content that will positively impact your bottom line? This guide will help you understand how to use content marketing to grow your business and the value of investing in good content.

I’ll also explain why organic reach is the goal not only when creating posts and stories on social media but also when crafting blog posts, and how content marketing is the key to achieving it.

(Hint: It floats to the top of users’ newsfeeds as algorithms favor content people love.)

Table of Contents

What is Organic Reach, and Why is it Important?

Organic reach is getting your content seen.

It’s about a piece of content—like a tweet or a post—showing up on top of users’ timelines or feeds, even if they haven’t clicked on or otherwise engaged with it.

The magic happens when it’s shared naturally (i.e., organically) among people who aren’t even aware it was marketing content in the first place. And for business owners, it constitutes free advertising.

Thus, organic reach is all about engagement. It doesn’t mean anything if no one sees what you post. However, creating interesting content doesn’t guarantee exposure. In fact, that rarely happens. Each social media platform is controlled by a unique algorithm that determines the appropriate message for its community.

And this is why drafting a great content strategy is essential.

Paid/Sponsored Content

While brainstorming on your strategy, consider paid or sponsored content. Promoting your blurbs this way allows you to choose the audience that views them, thus ensuring more engagement.

And just like running ads, you could plan your exposure based on how much you’re willing to spend per day as your budget can accommodate.

As the term indicates, paid or sponsored content (such as an editorial post) is paid for by an advertiser, and includes disclosure about who paid for it. Typically, sponsored posts come with a small Sponsored By disclaimer at the beginning or end.

Sponsored/paid content campaigns last anywhere from one week to two months. Running longer than that could lead to overlap between posts, and they start losing their effectiveness.

Another form you can use is branded content. It could be an infographic, video, or photo series, but it should be high quality and easily associated with your brand.

Branded content is different from sponsored content because you don’t have to disclose who paid for it. And the goal isn’t promoting a product or service, driving traffic back to your website, or funneling to a landing page (though these can be done too). Rather, it’s just to get people talking about your brand on social media.

Organic Post vs. Paid Post - Which is Better?

Content marketers agree that both types of posts have distinct pros and cons.

Organic posts focus on creating high-quality content, such as blog posts and videos, that add value to your audience. This encourages people to regularly visit your site or social media page, which means more new leads!

On the flip side, paid posts are better than organic posts if you’re looking for a quick fix. They are also ideal for time-sensitive campaigns such as sales and promotions.

That said, you need both organic and paid posts because it all depends on what works best for your business. If one doesn’t seem to be working as well as you had hoped, try switching things up by investing in paid ads instead.

In other words, these two ways of advertising should not be divided into silos as they complement each other very well.

The question is, how much percentage should each be? Start with a 50-50 ratio and observe the results. Gradually increase the one that helps achieve your business goals. More importantly, your brand message and placement frequency should be consistent across all platforms.

Why You Should Curate Quality and Impactful Content

Here are the benefits your business gains when you publish consistent, high quality, and engaging content:

  • It impacts audience decision-making more than any other technique.
  • Building a relationship with your audience helps establish your brand’s credibility, builds trust in your business, and strengthens your company’s reputation. You can directly answer questions and interact with customers. Aim to add value so your content comes across as reliable.
  • Your profile/business will become more visible, thanks to SEO. You can do this by:
    • Creating quality content applying SEO strategies such as generating backlinks, writing quality blog posts, and using good keywords.
    • Occupying the organic search top spot on search engines, internet marketing’s prime real estate.
    • Building a website with a good structure and optimised robot so that users can navigate easily.
  • This will increase brand awareness, generate more leads, and improve conversions.
  • Offering a library of quality content positions your company as an authority in the space.
  • Organic marketing can be cost-effective, saving you money on marketing strategy. While upfront costs for content can be expensive, when compared to paid ads, content wins in the long term.

Tips for Creating High-Quality Content

Getting your content noticed is no easy task. You can’t just tweet a link and expect people to click it. To prevent bounce rates and ensure your messages are seen by as many people as possible, they must offer value and resonate with your target audience.

Create and share Valuable Content

Content that is helpful to the audience, that addresses their needs and pain points, is critical. 

If you’re just talking about how great your brand is, or what you have for sale, it’s going to be harder to connect.

Also, create content that can spark conversation.

Start with something topical and trendy. Not only will your audience be more likely to click on a link that interests them, but they could potentially share it, giving your content traction.

Double your Engagement with Visual Content

Graphics have a tremendous effect on the posts that your share online.

Visual elements are no longer a nicety; they’re an essential, core component of a successful social media strategy. This has been further emphasized by the changes that occurred across almost every major social network.

According to Twitter, Tweets with photos receive an average 35% boost in Retweets. Facebook posts with images see 2.3x more engagement than those without images. (Buzzsumo)

But which medium is best to drive engagement? While videos seem to outperform images in terms of engagement, there is still value in images. It just depends on the context and type of audience that you are looking to target.

People tend to engage and spend more time looking through a carousel image post than a single image post.

At the end of the day, a visual element is worth a thousand words. 

Using an eye-catching thumbnail also helps get your content noticed.

Develop a Relationship with Your Followers

In addition to organic reach, consider how your content can help develop relationships with your followers. 

If there’s one thing all brands should keep in mind when developing their marketing strategy, it’s that customers want to feel connected with companies they love.

Whether it’s by giving them a behind-the-scenes look at how things work in your company or letting them know why you do what you do, getting personal with your audience is essential if you want to stand out from other brands.

Here are tried and proven methods to connect with your tribe:

  • Get personal and slowly build followership, brand advocates, and community
  • Build communities for your clients by encouraging your audience to interact enthusiastically with user-generated content
  • Post polls and actively ask (and answer) fan questions

The Power of Authenticity

Forget direct sales pitches and aggressive marketing; brands need to be creative, informative and tell stories that users will remember. Highly scripted stories don’t resonate as well either. They need to be less polished and more casual.

As our world continues to evolve digitally, consumers are becoming much more savvy and sometimes immune to self-promotional or manipulative content marketing techniques.

Authentic content marketing is ultimately content that tries to genuinely be of service to its readers and its industry without trying to manipulate its audience.

Create content that entertains and educates in a way that builds trust with your audience, which can lead to long-term, loyal customers.

Greg Hoffman, former Chief Marketing Officer at Nike summarised authenticity perfectly:

“Authencity is your cultural currency. The minute your audience could no longer see your original pursuit is the day they will leave you and go and engage with someone else”

Test, Test, Test

A good way to test out an idea or concept before you spend time creating a full piece of content around it is through social media. You can get instant feedback from your followers by posting on Twitter or Facebook.

Look at the analytics for each post and identify those that get the most traction. Remember to conduct ongoing optimisation of all your content as well.

What constitutes a good engagement rate depends on the individual platform and post types. According to Promo Republic, there are industry standards by which you can use as your baseline to compare your results. For example, a great Instagram engagement rate is between 3.5% – 6%. Anything above 6% is just amazing.

Conclusion

The value of investing in good content cannot be overstated. Don’t be afraid to experiment because it is worth the ROI.

Keep in mind that results differ for every brand, so be ready to try again and again. In time, you will know what works and what doesn’t.

At the end of the day, great content is the key to your success. Make sure it is valuable for your audience and not what you want them to see.

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