It turns out that the importance of content has been talked about for a long time, it is not a new topic. Some say that the first content was painted in the Altamira caves, many, many years ago … But in recent times we find ourselves with the vision of marketing, content marketing or the use of content as a key element of marketing. That is, the content at the center of the strategy. What has happened so that content “suddenly” becomes so relevant? Let’s review some events and draw some conclusions. How did the reign of content begin? Google has come to pull us by the ears. Yes, as it sounds, as if we were little children entangling and entangling, the emperor of search engines has told us: “Enough of playing optimization tricks, you have to make relevant content for your users if you want to be relevant in the searches This message from those from Mountain View, through the change of their algorithms, has revealed that many websites were intended only and exclusively to appear in the search engine, but they really had little added value for users. Although the movement has been reactive, it has pushed those responsible for websites to think about developing content so as not to be penalized. It is true, even today people continue to think of content for the search engine more than content for the user. But the push, opening the eyes of the search engine, has been the first step and the tendency to make content of value for the user is already beginning to be seen. And he doesn’t stop talking about content marketing.
Will the content reign be a long reign? Users value content, it is a proven fact. More than 80% of users very positively evaluate the content that brands make to engage with them. According to statistics, users spend more than 50% of the time they are online consuming content. Approximately 20% of that time is spent consuming reading content, another 20% with micro-content, messages and various images on social networks and 15% viewing multimedia content on sites like YouTube, among others. Content is an indissoluble part of the internet and users want content, it is the lifeblood that runs and nourishes the network. But what about companies and other organizations? With the emergence of social networks, and with the phenomenon of social media surrounding everything, the Chile WhatsApp Number List rules of the game have changed, like it or not. The discourse of the companies is no longer entirely in their hands. Once they have issued it, users comment on it and give it their approval or perhaps, they will oust it or bury it in oblivion. As the Cluetrain manifesto declared: “markets are conversations” and these conversations are no longer in the hands of companies. Why do some love content marketing and others fear it so much? Most companies are beginning to learn to converse with their audiences. It seems ridiculous, but it is reality. After decades of mass communication, many companies – especially large ones – were used to a single, uniform discourse. They spoke to the markets. Now it is necessary to speak to individuals, to people, and this situation is what produces the love-fear relationship with content marketing. Those fearful of content marketing are in a corner of the gigantic global room, listening somewhat flustered what is said on social networks and seeing that things are going at breakneck speed.
They are calculating the right moment (they have been doing it for too long now), while life continues to spin on the outside, where they are not participating. Lovers of content marketing have found in this scenario a tremendously valuable form of communication and marketing, which allows them to listen to their audience, understand their target audience and speak in the global environment, frankly and without restrictions. All this putting the recipient ahead, trying to create value and contribute interesting things. Lovers and pioneers of content marketing are reaping the benefits: more than 80% of users value the content that brands and companies create for them, because they think they want to establish long-term relationships with them. What is the language of the content marketing realm? Not everything is devotion or fear in this scenario of interconnection and content marketing, there is some confusion on the part of some (or many?)Regardless of whether content marketing as a discipline is still being defined, there is one basic rule that must be adhered to: people first. And this is where we see some (or many?) Blunders. It is not that companies now have to have more content on their blog or make more press releases, because to always say the same thing and talk while looking at the navel, what was before was enough. This is a change in perspective. Users, buyers, Internet users, customers, suppliers, etc. etc. they want them to tell them things that help them, amuse them, entertain them, educate them, make them better people. If it is not communicated frankly, transparently and clearly, the community is relentless: it responds with discredit, ridicule or forgetfulness. What fruits are reaped with content marketing? Hundreds, thousands, millions of pieces of content are generated every day. And people have little, very little time to pay attention to us. So we better tell them things that are useful, attractive and interesting. If we don’t, they won’t give us a single second of their attention.