What is the value of content?
Does content have value? And if so, how do we calculate this value? The answer is that content certainly has a value, but it is not easy to express this value in an amount.
Content marketing is essential for organizations to differentiate themselves and tell their story through various media such as text, images and video. The importance of content has increased with the growth of the internet and helps to attract and retain customers. But also to show that you are an authority in your field, and with your knowledge you unconsciously address your target group about their incompetence.
What is Valuable Content?
With content you show who you are, what you do and you can inspire people with the knowledge you have about your field. You want to be an authority so people think of you when they need help. You tell your story in words, images, video and spoken text. And if you use content well, it can mean a lot to you. Look at Rabobank, for example, instead of telling how much interest you receive as a customer if you park your money at Rabobank. They share stories and videos about how they financially support sports clubs and young professionals. In this way, a company becomes a well-known brand. Content helps tell your story. Content has become an essential part of the customer journey and therefore super relevant in your online marketing.
Content is a broad concept – it includes writing copy for a website, creating illustrations in Photoshop, working with AI, advertisements in a magazine, published customer conversations and videos on social media. And all these forms can be combined in your content marketing strategy.
How important is content marketing?
Content is very important if you want to appeal to, inspire or make people aware of something. People must be able to recognize themselves in your message and therefore develop a need for your service or product. In the past, companies reached people through advertisements in the Yellow Pages, magazines, radio or TV. But with the advent of the internet, content has taken on a completely different meaning. Now we can bring targeted content to our target group.
Content is also important for organizations to distinguish themselves in the overcrowded ‘red ocean‘. It enables you to create your own ‘blue ocean‘. Content offers countless opportunities to be creative and distinctive.
What is the economic value of content?
Although content cannot always be expressed in terms of money, it can certainly have an economic value. A content campaign consists of writing various blogs, advertisements on LinkedIn, a reference case video and a mail flow campaign. The costs amount to € 10,000 spread over 3 years. That’s a lot, but if you can show with goals on your websites and the right tracking that your campaign has generated a turnover of € 250,000, with a margin of 20%. Then the proceeds after this campaign – in addition to the new customers – are a profit of € 40,000. It is important to realize that content is an investment in the future. Well-used content remains on the internet and generates more value every day, which means it can also bring future customers to you.
Do you need content creation?
You don’t have to do anything, but engaging in content is smart. You can make it as big as you want. Whether you write a weekly blog article with topics such as tips and tricks or use an entire content calendar to fill your various marketing channels with videos, podcasts and blog articles, it is essential to trigger people to take action. Gone are the days when customers came to you automatically.
Can’t see the wood for the trees anymore? Do you want to know which type of content is best for your audience? Or do you want to start but don’t know where? I’d love to see what the best content strategy is for you. Feel free to send us a message and we will be happy to advise you.