‘Content’ is a key marketing buzzword, and although it’s hardly the new kid on the block, it seems to have found itself somewhat centre stage – especially when it comes to digital marketing.

However, this renewed focus has highlighted a bit of a problem. People and organisations may be in a situation where they’re creating more content, but what they’re doing isn’t proving to be useful at all. The Content Marketing Institute (CMI) undertook a study that showed only 36% of organisations can say their content is effective.

Simply creating more isn’t enough. You have to believe in what it can achieve if you’re going to see the true benefits… and that is what’s missing from how organisations go about creating content. Belief. Here are our top 10 reasons why you need to believe in content.

1. It touches everything

Whether you’re looking to update your website, send out a retention email campaign or put a poster in your shop window, the content you use is at the heart of every marketing communication channel.

2. It can improve the visibility of your business

Google’s many updates have resulted in an ever fluctuating market for those investing in search. In spite of all the changes, high-quality content is rewarded with higher-ranking positions, bringing more visitors to your website.

3. It has the power to influence and inform

Well considered, quality content increases the authority of an organisation like nothing else. Publishing information that will make your user better informed can have a direct impact on leads and sales. This kind of content can include eBooks, White Papers and original research.

4. It results in greater engagement

By carefully curating your content so that it appeals to your web personas/target audience, you’re increasing the likelihood that your customers will engage positively with your organisation.

5. It increases conversions

Good content not only influences engagement levels, but can be one of the biggest contributing factors to a conversion.

6. It is measurable

By defining clear goals for what it needs to achieve, organisations are able to measure its success and calculate a return on marketing investment as a result.

7. It is shareable

Organisations are looking to social media channels as platforms to acquire new and retain existing customers. This will only happen with content that appeals to your audience.

8. It’s what customers want

We all deserve a good online experience. These experiences are generally defined by the right content supporting the fulfilment of whatever our need may be.

9. It’s part of your brand

Content is an integral part of a brand’s identity and should be treated with the same care and attention as an organisation’s visual identity. A company might have the slickest logo or design, but if their content falls short, it’s their overall credibility that suffers.

10. It’s the right thing to do

Every piece of research and expert opinion poll will tell you that quality content is the central pillar to successful marketing.

There is a big difference between content and great content. As with everything in life, to be great, you have to put the time in. You’ll only put the time in if you actually believe in what you’re doing. For more tips on how to create great content take a look at our great content guide.

So, next time you start writing a blog entry for your site, believe in the value of what you’re doing, because it can make all the difference.

Get going today

Great content doesn’t just happen overnight. It takes practice, continual learning and investment – but it’s worth it when the results are magic. Here are some quick tips on getting started:

  • Research and profile your customers and determine what type of content they need to help you meet your overall business objectives
  • Get a team together and start jotting down a range of ideas on post-its
  • Dedicate time to creating content when you’re not rushed, and make sure you share it via your available communication channels
  • Measure how successful it is and use that knowledge to refine future ideas

Call 01787 388038 or email customerservice@mackmangroup.co.uk to speak with a senior member of our team to discuss your requirements.