Why Businesses Fail with Extinct Content Marketing
Let me start by saying, that I’m a Millennial. Now, I can only guess what you’re thinking, “What’s this job flip flopper know about the business world?” I can understand that thought, but I’m also one who understands technology and marketing in this highly digital age. I grew up with it, and I don’t know my world without the “ping” of my phone by my side. I may be fewer years in age than some people have worked at their job, but I also have insight into a topic that is only gaining more prevalence.
In 1995, Bill Gates said that, “Content is King.” That was over 20+ years ago (my heart be still), but Mr. Gates was spot on. As the Internet evolved and influenced an entire generation, content marketing evolved in a way that many businesses never saw coming. The term, “social media,” is now everyday jargon, and businesses who do not invest it can find themselves in more trouble than they realize. At one time, Facebook (or FaceSpace as my grandma says) and Twitter were just social platforms for people to connect with friends. They have now become crucial hubs for potential customers and clients alike. To ignore that could be the beginning of the end in a way you never saw coming.
As a Millennial, I am going to share five of the most important reasons why businesses fail when not utilizing content marketing in this present day.
1. People look to the Internet for a company’s information (goodbye phonebook)
I know that when I need to look up a phone number for a business, I immediately pull out my phone to find their information on Google. I can’t even remember the last time that I pulled out a phone book (do I still get them?) to lookup someone’s number. Having a website in the Internet world to place your company’s information is critical for many people. I always look up a website’s “About us” and “services” pages before I do business with them. When businesses choose to not have a website on who they are and what they offer, then their relevance drops for me. In a way, if you don’t exist online, then you simply don’t exist at all.
2. We are a visual society – the fewer words, the better
According to website, t-sciences.com, “The human brain processes images 60,000 times faster than text, and 90% of information transmitted to the brain is visual.” As the saying goes, a picture is worth a thousand words. Your content doesn’t have to be endless word vomit, but a simple picture that says something in a way that thousands of words simply couldn’t.
Social media platforms such as Instagram, Pinterest, and Facebook offer ways to share photos and videos in ways you never could before. Content doesn’t just encompass words anymore. In limiting yourself to just that avenue, you are missing a vast audience of young consumers who could easily grow your business.
3. Social media reaches people you wouldn’t normally reach
I cannot tell you how many times I have seen people ask for recommendations online when it comes to certain skills or trades. Many people respond with their preferences and tag the company’s online profile for easy access. This is great for Millennials, and other online consumers, who want easy and simple when it comes to reaching a business.
Social media platforms also reach people who you couldn’t have 20 years ago. Shopping based websites, such as Etsy, have helped elevate businesses from a local level, to national and international retailers. As a business owner, recognizing that there is more out there than just your local community could be essential to your success. In contrast, being scared to go out of your comfort zone could be more detrimental to your business than you realize.
4. Competition is out there – keep your content fresh and updated
While it would be nice to think that you are the only one in your field, it is probably not the case for most businesses. To utilize defunct, or practically extinct ways of content marketing, could give your competition a lead in obtaining potential customers. Make sure you are up-to-date on the popular social media platforms that best suit your kind of business endeavor. If you are not sure which ones would work best for your company’s needs, just do some research or check out a competitor’s online profiles. From there, you can figure out which route you want to take when updating your content.
If you are leery of social media, or don’t know where to start, hire someone who can help with this business realm. Many Millennials, myself included, would love a chance to help someone with their social media accounts. You can also offer internships for local college kids who want experience in this type of field. This is not only good for them, but also for your company in getting your content marketing updated to the 21st century.
5. If you don’t control the image of your company, others will
People will talk. You can’t control that. However, you can control the response and image of your company by being in the forefront of gossip and other talk. Having a Facebook page, a website “contact us” page, or other social media pages can give your audience an easy route to reach you. When you ignore these mediums, people will go to other online avenues to vent their frustrations or share positive experiences.
Interaction is also key with your audience. Regardless of whether you get good or bad reviews, you should be the one in control of your businesses’ image and reputation. People like to be heard and feel like they matter to a company. If they invest in you, you should also invest and care about them. That is why you must be on top of your company’s reputation, both online and in person. Businesses that fail to recognize that will soon realize the errors of their ways, but it may already be too late.
Hopefully, this helps shed light on important ways to manage your content outside of the “old school” ways. Be open, adaptable, and remember that content is king, both online and in person. Understanding what content to present to audience can be what makes or breaks your business. Do not be afraid of the digital world, because it’s not nearly as scary as a “Going out of Business” sign.