To be noticed in today’s increasingly competitive business environment, it is vital to produce and share valuable digital content in order for your company or personal brand to be noticed. Valuable content is what differentiates an outstanding brand from a mediocre one which can make a huge difference in terms of the engagement and visibility that your brand receives online, often having a direct result on sales growth.
Brands that invest in producing valuable content have been shown to gain far greater engagement through their social media channels, website and blog. This can create greater brand loyalty and lead to an often significant growth in profits.
Long before the advent of the recent digital revolution there has been valuable content. Companies used to (and still do) invest heavily in Print, TV and Radio advertising. In the last decade though, there has been a giant leap in terms of digital technology thus creating a significant digital transformation. This has resulted in people increasingly consuming media through online newspapers and magazines, music streaming services such as Spotify, social media channels, and video content platforms such as YouTube.
As people increasingly switch from traditional to digital media via computers, tablets and smartphones, this trend is only set to strengthen, in part fuelled by significant advances in hardware capabilities and increasingly fast internet speeds. With massive advances in mobile technology, the valuable digital content your company creates can potentially now be viewed by individuals anywhere in the world.
What is valuable digital content?
Valuable digital content is to be found in a variety of different shapes, sizes and forms, with the most obvious being videos, photos/images, podcasts and well written blog posts that successfully integrate a combination of the aforementioned. Because these are what people love to view online, these are all brilliant for building an audience for your brand.
This can be shown in the rapid growth of blogs from both companies and individuals, video content platforms such as YouTube: “YouTube has over a billion users — almost one-third of all people on the Internet — and everyday people watch hundreds of millions of hours on YouTube and generate billions of views.”, photography websites like Flickr which has had billions of photos uploaded, and the increasing spread of photos and videos on social media channels and apps such as Instagram, Twitter and Facebook.
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In terms of how digital content differs from traditional forms of advertising (print, TV, radio), one of the most significant ways is through the potential for engagement and the creation of a lasting conversation. As well as being a method of gaining knowledge and a form of entertainment, the content that people are consuming online frequently has the option for the reader, viewer or listener to leave comments. Digital platforms such as social media give individuals the potential to have their voice heard virtually by the world which is perfect, as people love to voice their opinions.
Valuable digital content is therefore the photos, videos or blog posts which make those viewing it want to take the time to share them and leave a comment. On some level the content has made the viewer feel something and created an emotional response, as shown by their engagement and commentary which therefore makes it valuable.
Ideally their reaction has been a positive one which will lead to them exploring your brand further, but even a negative reaction can be valuable though, as it allows your brand to learn how it can improve next time. Often the worst reaction is no reaction at all, because this means the viewer has been left bored by your content, totally unimpressed or uninspired to take any action. People’s attention is now one of the most valuable currencies available!
Digital content can live virtually online forever which is very different from TV, radio or print adverts which disappear quite quickly with little long term value, unless they are continually shown which is expensive. This is also a significant factor in what makes some digital content especially valuable, as the more it has been shared and engaged with, the further the reach of the digital footprints. Through this lasting value and reach, new audiences become attracted to your product across the world.
If you have any thoughts or opinions on what counts as valuable digital content then please feel free to leave a comment below, or get in touch with us on social media and use #CanaryPRsocial. We’d love to hear what you think!