December 30, 2020
It was a good few years ago when a ‘big bang’ jolted the world of communications as every writer, marketeer and PR/Comms specialist was singing the same tune: ‘Content is King’. Bill Gates first uttered these words in an essay published in 1996, but it was only more recently, when businesses around the globe really had to put in extra effort to carve out their unique space in today’s highly saturated digital world, that content – and specifically online content – suddenly become such hot stuff. In 2015, marketing guru Seth Godin proclaimed that content marketing is “the only marketing left”.
Fast forward six years, and the world has changed in the most unexpected ways, as businesses begin to struggle amid the coronavirus storm. And now, more than ever, is when the right approach to content marketing, alongside a long-term plan to drive business growth, is absolutely imperative. These days, content is beyond King. We like to call it the entire Royal Family of every single online campaign.
With individuals in all far-flung corners of the globe spending more time at home behind their screens than anywhere else, never have more eyes been fixated on the web: scrolling, searching, shopping, exercising, or just killing time. Content consumption on social media is particularly soaring. Facebook, for example, witnessed a 12% increase in daily active users on its app in Q2 of 2020, compared to the same period last year. Twitter, on the other hand, reported a 34% year-over-year increase in Q2 of 2020, the highest quarterly year-over-year growth since it began reporting mDAU growth.
Our own Head of Content at Action Global Communications’ Cyprus headquarters, Zoe Chistodoulides, has spotted a great deal of confusion about what it means, and what it takes, for a brand to up their content game. To help put you on the right track, she has narrowed down some pointers and questions for your 2021 content checklist, to ensure you start the year on the right foot, and truly up your game! Read her full article here.