The New Currency of the Digital Age: Content

In the digital age, the rapid rise in internet use, mobile devices becoming indispensable in daily life and steadily growing e-commerce have made content production critical. Unexpected events like the pandemic in particular have greatly increased the time people spend online. So what are your customers doing online during this time?

How Do Customers Find Content?

Before buying, internet users read product reviews, look up information about health issues and research home workouts or diet plans. All of this starts with queries on search engines such as Google, Bing, Yandex and DuckDuckGo. Search engines surface the content that best answers users’ needs, in many formats such as blog posts, images, videos, livestreams and podcasts.

How Does Content Turn Into Money?

Let’s use a blog post as an example to calculate the potential economic value of content:

Say one of your blog posts gets 100,000 visits a month across 40 different keywords. If just 1% of these visitors buy, you could get 1,000 orders from this single post.

• Calculation: 100,000 visitors x 1% conversion rate = 1,000 orders

With an average order value of 50 TL:

• Calculation: 1,000 orders x 50 TL = 50,000 TL

This simple example clearly shows the potential monthly revenue of a single piece of content. Your content can also increase leads, brand awareness and brand trust, all of which support your business’s sustainable profitability over the long term.

What Is Content? The Concept of Content Through History

To understand what content is, it helps to look at history. In the earliest days of humanity, hunting scenes drawn on cave walls served the same purpose as the images we share on Instagram today: telling a story and sharing an experience. Like today’s digital content, cave paintings passed on information and experience.

Fast-forward a little: the Orkhon Inscriptions, erected during the Göktürk Empire, are important examples of content that left a mark on history. They don’t just convey information about their time; they have kept their value as content to this day.

Tolstoy’s famous novel “Anna Karenina” is content that transcends eras and still inspires people, an important sign that content can be timeless and endlessly consumed.

Today, the images, videos, blog posts and podcasts we create on social media and digital platforms are interactive digital content. Some of it lasts only 24 hours (like Instagram Stories), while some stays around and keeps getting engagement.

What Determines Content’s Lifespan: Usefulness

The only thing that makes content last is how useful it is to people. Content that adds value, educates, guides and solves problems always endures. That’s why it’s critical that your content answers your audience’s needs.

In short, content production is now recognized as the most important currency of the digital world. Investing in content is one of the most strategic steps for reaching your audience and securing your brand’s long-term success.

At Digibus, we offer professional content solutions to build your digital content strategy and strengthen your brand. To learn more about content production and management, get in touch with us.