Yes, content has definitely lived up to its reputation of being the king! Powerful, relevant content has become the core of successful marketing strategies as it has the potential to attract customers, engage them and drive conversions.
Above all, content marketing is capable of building brands. So, without question, this form of marketing is going to get more influential in the coming years. Compared to traditional advertising, it costs less but has a broader reach. What is more important for brands is to now form a trust with readers, because it's not about simply writing more content but making sure that the content is adding value for the readers. Another important thing to look at is how to reuse the same content in different ways without getting into a cycle of generating endless content everyday.
Some brands have executed this very intelligently, where they have strategies in place to share user generated content to keep the user engaged and source new content without setting up a full content machine in-house.
“Content marketing is the most economical and effective means of building brand awareness among consumers. If an audience can rely on a company for information, then they will most likely buy products from the same company.” Sponsored content has taken off as advertisers seek new ways to skirt ad blocking software while delivering tangential benefits in terms of improving search engine optimization, social media followings and PR.