If the above statement surprises you then you are not the first to be mistaken about the importance of Content even in the social media marketing age. With more and more resources being flooded towards the social media activities of internet marketing firms, content remains a King! Don’t be shy of asking why? Because there is a big answer waiting for you: Expert blogs and Resource Sites.
The concept of providing related information, also referred to as Resources, is as old as the preliminary stages of web usage. But, what is more striking is the continued usage of resources that have now found a new shape in the form of blog sites and dedicated resource websites. For instance, a big fish in the education industry starts a website where he is not bothered about the business prospects but only the information that he wants to share with the readers; the readers could be just about anyone. The website stands a better chance of being read than that of a blog that appears on the company’s website.
To take a more local example : If there is a car repair centre and he has been running online banner ads, social media campaigns, paid campaigns such as PPC or any other form of internet marketing targeting; he might well make more heads turn towards his side if he uses a resource site or a dedicated industry blog just for the sake of the readers. Through the blog or the website, he can share information about the different nitty-gritty of vehicle management, information about the different places selling the best vehicle spare parts, when to change the engine oil and what is the best time to get the windshield repaired or replaced and so on. In a way, this car repair mechanic or garage is not directly selling its services but basically providing useful and relevant information on the site that has no other purpose but to inform the readers. Now, here is a catch! With so much information on the site, the blog author or the actual owner of the site, the car mechanic or car repair expert becomes an industry expert, a trusted source for the readers. Hence, indirect marketing is on a high!
These and many more successful examples have been cited online where there is indirect promotion and indirect selling of products or services. Content plays a major part in bringing the expertise of a servicemen or an industry veteran to the forefront and winning the trust of the existing or in most cases of the potential market. Similarly, the current norm of blogs is to create blogs that are informational and at the same time, no direct marketing is done on them. It is the simple and basic rule of Google that if you are useful then you are at the top. Therefore, why not take an indirect approach and get your services noticed with some real quality content for the end-users.0