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  • Writer's pictureLori Kirksted

The Compelling Case for Content: Why Your Business Needs to Invest in Content to Grow

Updated: Dec 19, 2023

Ready or not, the rules of communication have been completely rewritten. Communicating through content isn't just part of the game; it is the game. You might already be using various forms of content in your marketing – and that's a great start! But I want to be completely real with you: simply using content isn't enough. It’s not just an add-on; it has to be the cornerstone of your digital strategy. Here’s why:

Redefining the rules of engagement

The era of traditional marketing has officially taken a backseat. Today, a well-crafted blog post or an engaging video can do what billboards and TV spots used to do, but much more effectively. They have the power to reach and engage more people than you ever thought possible. This shift isn't just a change in tools or platforms; it's a complete overhaul in how we build relationships and establish trust with our audiences.

Content: The non-negotiable asset

Does your business treat content as just another marketing tool? If you treat content like it’s no more than filling space on your website or social media posts, that’s a huge problem. Content is as critical as having a robust finance or business strategy. Quality content embodies your brand's voice, showcases your value proposition, and shows your commitment to your audience. It's how your brand speaks and resonates with your audience—what sets you apart from the crowd. 

But remember, it's not just about what you say; it's about how you say it. My favorite saying growing up (that I now apply to my professional life) perfectly applies here: “Say what you mean, mean what you say, and don’t be mean when you say it.” Your content needs to reflect your brand's personality, whether it’s professional, witty, empathetic, innovative, etc. This voice is crucial because it's what your audience connects with. It’s the commitment you show to understanding and meeting their needs.

Cutting through the noise with quality content

I don’t need to explain how standing out and cutting through the noise is essential—especially when everyone from social media stars to brands are “content creators.” What I do need to explain is how creating quality content is the key to doing just that. Quality content that speaks to your audience needs in the right way at the right time in a way that is unique to your brand is how you differentiate from competitors. When everyone is vying for attention, it’s the clarity, relevance, and value of your content that makes your audience stop and listen. Amazing connections can happen when you focus on being relevant, engaging, and offering something uniquely valuable. Don’t just tell your audience you’re amazing—show them through content!

The Cost of ignoring content

But what happens when content is overlooked? Neglecting content is not just missing a trend; it’s equivalent to handing over your audience to your competitors on a silver platter. We live in a digital economy where attention is the ultimate currency. That means the absence of a strategic approach to content can be costly.

If your voice isn't in the room through compelling content, how can you expect to be heard?  When countless voices clamor for attention, the absence of engaging content will leave your brand lurking in the shadows. It's like being at the biggest networking event without saying a word. You're there, but you're invisible. Make content your spokesperson, your storyteller, and your strategist. Without it, you miss the chance to connect, to share your story, and to leave a memorable impression. 

Making the case For investing in content

If there's one takeaway from this blog, let it be this: Not investing in content means not connecting with your audience. And without that connection, there's no trigger for action in your marketing efforts. No action means no growth for your business. It’s that simple. 

Content is more than industry jargon or a task to be done when convenient. It's the cornerstone of meaningful communication in today's digital world. It's the force that propels your business forward by engaging and inspiring your audience.

You're already on the right track by recognizing the importance of content. Now, the crucial next step is action. It's time to put this understanding into practice and let content take your business to new heights.

Introducing the Content Clarity Blueprint

I designed this content strategy and planning tool to demystify the entire process, making it more approachable and easier to understand for everyone from intern to CEO. The Content Clarity Blueprint empowers you to understand the “why” behind every piece you create, eliminating random acts of content. It directly links your content efforts to your bottom line, ensuring that every word serves a purpose—whether it's generating leads, launching a product, establishing thought leadership, you name it.

Ready to take your content to the next level? Get started with The Content Clarity Blueprint


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