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09/09/2014

The scores are in: content is winning the fight against clicks

The web is just over 25 years old. It’s grown-up now and has become serious.

It has become a way of life, central to our everyday lives, and most companies now accept the internet as an important link with customers.

The question now is: what do brands actually want to achieve online?

In its adolescence the web was all about clicks; whether adverts designed to get as many as possible to click through, or SEO to put your website top of the Google pile.

But are the years of click-bait over? Is content now king? Judging by our own name, we clearly think so. Here’s why.

Look at Facebook. It is currently trying to cut out the posts cynically designed to lure in the unsuspecting, and Google is likewise breaking through the old tricks of the SEO industry. Both argue that they want users to see the most relevant and interesting results, or in other words: the best content.

In the days before social media (yes, they existed!) being the first result on Google probably meant the majority of people interested in that subject went to your website.

Now customers know better.BC - Alternative Top ranking pic

We read review sites to check what others think of a brand; we follow the brand on Twitter; we like them on Facebook. We want to be engaged and we want a brand to work to get our attention. We want them to show us what they can do. We want to be impressed.

For example, Google ‘energy drink’ and the most famous of them all, Red Bull, is not top of the list. It’s not even on the first page. For a company which has spent hundreds of millions on marketing, you’d think someone might be for the high jump. Without a branded parachute.

However, check on Facebook and 44.5 million people have liked Red Bull’s page. All of these people have effectively agreed to be advertised at, in exchange for enjoying pictures of surfers, videos of soapbox racing and articles on the best break-dancers in Latin America. In between, Red Bull advertises its products and gains astonishing brand awareness. Red Bull Stratos alone was mentioned 3 million times on Twitter.

Of course, we do not all have the marking budgets of Red Bull. Frankly, nobody does – but for far less money, campaigns like Dove’s Real Beauty Sketches or the ALS Ice bucket challenge have taken the world by storm.

Here at Remarkable our ‘Pets Make a Home’ and GCHQ recruitment campaigns have had huge success by linking the public to authentically engaging content.

You may ask: where is the proof that content works? How does “increased brand awareness” make me money? Where is my return on investment?

But the numbers are clear: 2.4 million pieces of content are shared every minute on Facebook. That’s 3.4 billion pieces of content shared a day, worldwide, on just one platform.

Clearly, content is not just king; it is the kingdom.

Digital Marketing, Films & Video, Social Media