Why Content is the Backbone of Any Digital Business

Over the past few days, there has been one deceptively-conflicting question floating around my mind: At its core, what IS the internet?

Since opening to the public in 1991, the internet has gone from a relatively simple system of interconnected operating systems sharing small packets of data to possibly the most important component of modern life. In doing so, it has taken on a life of its own, creating cultures within it that have little in the way of real-world analogues and fundamentally changing the way that a large percentage of society interacts with the world.

So, if this nebulous internet has such an outweighed impact on our lives, then how can we break down what it is, and in turn, learn how to better adapt our approach to it? Whilst there are certainly exceptions to this idea, I would argue this as a possible answer:

The Internet is Content.

Whether personal, social, business, analytic, poetic, or a cavalcade of other potential descriptive words, the internet is content woven into an intricate tapestry. Some companies will distribute this content in the form of imagery and blogs for the world to see, some will do everything in their power to ensure that none of their content makes it outside their little groups. No matter how you decide to use it, the internet’s primary purpose is to be a generator and facilitator of content. So, if content is the backbone of the online landscape, then it, in turn, is the backbone of successfully utilising that landscape as a business.

With that in mind, let’s take a look at two ways in which content is invaluable to any digital company, and how you can utilise them to your advantage.

The Magic of Marketing.

Within the majority of industries, any business looking to succeed and rank well on search engines either needs to have a strong understanding of content marketing or an experienced content marketing agency to do the heavy lifting for them. Search engine algorithms thrive off of the production and consumption of content, as they are the two parts of your business that can be effectively crawled and analysed by automated systems to determine what it is you’re offering and how effectively you’re offering it.

Everything from blogging and guest posting on other people’s online publications to creating video content and PR pieces can go into fleshing out your online presence in the eyes of search engines and potential customers. Just remember that, like people, the algorithms are more likely to reward high quality, informative content that fits your particular niche. So, while the quantity over quality approach may have worked wonders in the past, low-quality backlinks and spammy blogging aren’t going to get you far.

A is For Authority (and Aristotle).

Paraphrasing the philosopher Aristotle’s approach to virtue ethics, everything in the universe has its own set of traits to determine its virtue/worth based on what its ideal purpose is. A virtuous knife is one that cuts well, a virtuous heater is one that warms us well, and so on. While this is certainly a simplification and reappropriation of far more complex ideas, the general concepts discussed are important things for businesses to think about. What is your business’ purpose? And what needs to be done to ensure that you are best fulfilling that purpose to the best of your abilities?

The reason I bring this up is that many businesses fail to acknowledge their own purpose, especially when interacting with potential customers. Your audience needs a reason to see you as an authority within your own industry, otherwise, what do they have to gain by sticking around and being loyal to your brand? You may have great products or a fantastic service, but unless you find yourself in an incredibly niche, esoteric field, there are going to be a lot of companies providing the exact same level of quality you are. So, the deciding factor between brands, for better or worse, will often come down to the content they produce.

Content is how you show potential customers that you know your stuff, whilst also providing them with a brand identity and personality that can be latched onto. So, if you can provide your target demographic with consistently-engaging information that is targeted specifically to your field, then you will have a much easier time building a core audience that can allow your brand to grow and prosper. This is one of the most powerful abilities of high-quality media; even if an article, graphic or video doesn’t directly lead to sales, it could be the deciding factor in whether a person decides to spend their money with you.

As we move into this new decade, it has never been more important for businesses to have a strong online presence. So, if you feel that you have been neglecting your blogging or you’ve been putting off making that monthly podcast, now is the time to do it. If you have a business that people should care about, it’s up to you to tell them why. Good luck!