Content and Marketing: A Competition or Collaboration?

May 23, 2015 by

The importance of the written word has not exactly had the best reception from today’s audiences. A lot of audiences are more enthralled with the idea of waiting for a bestseller’s adaptation into a blockbuster movie or a hit TV show instead of actually reading it. Studies have predicted that consumers will take the validity of a 140-character bit of news from a trusted source rather than actually pick up a newspaper or actively seek out information.

This kind of mentality has led many heads of marketing and business into thinking that content is dead. It isn’t – much like everything else that survives, content evolves. There would be no fancy graphics or viral videos without the content writing behind it. That is why there is no such thing as something being more important than another in this kind of set-up.

If your website isn’t aesthetically pleasing, it won’t attract audiences; if there’s nothing at the core of your website, it won’t retain loyal clientele. According to the website of Kinetic Word, a website can get thousands of hits per day and still not have an interested customer at the end of the day. Everything has to work together. You have to realize that your business’s branding and marketing isn’t a hierarchy of what’s more important – it’s an entire structure with bits and pieces forming a perfect picture of what you want your business to be.

Today’s audiences are not interested in being swallowed whole – as if treated as a single entity. Consumers of this day and age want and crave that feeling of being individual, of being personally spoken to. It is in acknowledging individual power that you can see what kind of content it is that your consumer base wants to see and needs to know.

Understanding your audience is the first step into a mutual collaboration between the creator and the consumer, allowing for there to be something achieved on both ends.

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