In the beginning there was content

Content is King

In January 1996 Bill Gates, founder of Microsoft, published an article entitled ‘Content Is King’. The opening line of the article is:

“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.”

You can read the article in full here http://www.craigbailey.net/content-is-king-by-bill-gates/ but essentially what Bill was saying is that the internet was offering a new channel that allows organisations to produce content in the form of music, video, photographs, blogs, apps and much more.

Fast forward to today and the internet now offers organisations a huge opportunity to reach out to customers and potential customers as a key part of their marketing strategy.

The art of content

Even in the days before the internet, good, engaging content was at the core of any effective marketing campaign.

Engaging, interesting and useful content has fed off-line marketing campaigns before there was an online. Public relations, newsletters, customer magazines, white papers and direct marketing campaigns all relied on the marketing professional’s ability to spot something interesting, develop it appropriately and use the right channels to reach target audiences.

21st century content

Today, content is still vital and the Content Marketing Institute defines content marketing as:

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”

Content can take many forms, from the 140-character Tweet to a full White Paper and all points in between. The art of good content marketing is the eye for the story and the ability to bring it to life in a way that is right for each channel.

I have worked in public relations for many years and have written for numerous publications and newsletters and have developed an eye for a good idea and how that can be used in content marketing.

Creativity and copywriting

Coupling creativity with exemplary copywriting skills, I can provide the creative spark for your next content campaign and take it from concept to execution, helping you reach out to customers and drive profitable customer action.

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