Content is King: The importance of content creation

On average, we are exposed to up to 3,000 advertisements every day. There’s a battle for the consumer's attention as ad fatigue increases. Customers shut themselves off from the message or—worse yet—develop a negative association with your brand or product. Capturing and maintaining the attention of your (potential) customers goes far beyond just having a high advertising budget.

What is content?

Content is any information that a business shares through a medium. This can be an online medium, such as a website or app, or offline media like a magazine or radio spot. Content is a broad term and includes anything in the form of text, images, or sound: videos, articles, photos, infographics, copywriting, podcasts, and more.

Staying relevant

Content marketing is a marketing technique focused on creating and distributing relevant content for a specific audience. The goal is to attract and engage this audience. We only refer to it as content marketing when it adds value for your (potential) customers. Not necessarily through discounts and benefits, but it can also be through psychological satisfaction.

Do you know the person behind your customer?

What does my target audience see as valuable? It’s important to understand the person behind your customer. In marketing terms, this is often referred to as ‘the buyer persona’. This is a detailed description of an individual within your target audience, based on thorough research, and provides insights into buying behavior, needs, desires, goals, and typical behaviors. With these insights, you can create the right content for your customers and prospects, and deliver it at the right time.

Content marketing, clear and simple

Your colleague's new electric bike catches your interest. During lunch break, you quickly browse online for more information about electric bikes. On website A, you immediately land on the order page with technical details about the bike. You click away because you're still not sure if you really want to buy an electric bike.

On the website of retailer B, you find a free starter guide that you decide to check out. In this guide, you find information on various interesting topics: the effect of an electric bike on your fitness, useful bike apps for on the go, and more.

Content goes beyond a good website

Once you've arrived home from work, you visit retailer B's Instagram page. There, you find fun photos of satisfied customers, and in the stories, they poll followers about how many of them commute to work by bike. Meanwhile, you’re being bombarded with ads from retailer A.

You’re really excited about the idea of an electric bike and decide to visit retailer B’s bike shop this weekend. After purchasing the electric bike, you receive a booklet with the best bike routes in Flanders. This thoughtful gesture convinces you even more that you made the right choice by choosing store B.

Is it that simple?

Don’t be fooled, content marketing doesn’t lead to instant success; it’s often a long-term effort. This requires not only time and energy but also a consistent strategy. However, think of it as an investment that you and your business will benefit from in the long run.