Gone are the days when marketing was merely about a great logo and a catchy tagline.  The expectations for marketing are now strategic, focused, and directly tied to how we develop business. Marketing strategy requires asking more questions and looking deeper into data, trends, and processes. It also focuses on building trust and credibility.  This is why content is so important when creating a marketing plan and strategy. 

Marketers are now challenged with a savvier way to offer and present content to their clients and prospective clients. However, generating content still seems to be a challenge for most organizations. Few professionals want to stop billing time, meeting with clients, or working on an important file in order to create content.

Below are three powerful reasons why creating content is critical for the growth of your business. Marketing and business development, after all, is a long game.  It requires investment.  Content marketing is an investment in clients, prospective clients, and the company.  

Credibility:  Content marketing helps to establish credibility, trust, and expertise for a company and individual. Providing valuable insights, tips, trends, and perspectives within their industry or with a problem a client is facing leads to trust and credibility.  As people read through the content, listen to podcasts or watch informative videos, they will likely begin to trust the professional and the expertise of the company. In addition, it also helps to enhance a relationship with a prospect or current client. Content establishes voice and brand, which ultimately leads to relationships. 

Clarity:  Although most professionals will agree that social media or even a blog post or podcast may not directly convert a client immediately, content marketing will help clients understand WHAT to buy from a company or individual.  Often, we may know we like a company or person but are not completely sure how to work with them or what they do exactly.  Consistent content can provide clarity on what our prospects should buy or how to refer a company or organization. 

Convert: Great content will help convert a prospect to a client. It can move a satisfied client into a raving fan for the client. As mentioned previously, content can help establish brand clarity and trust.  Once clarity, trust, and credibility are established, the groundwork has been laid to sell to the client. Valuable and relatable content prepares a company for sales.  In addition, content should have a clear call to action. This tells the audience exactly what to do next or where to go.  It is a great opportunity to lead a prospect through a company's journey. 

There are many other reasons why content is so important and critical to business development, marketing, culture, and client experience.  These three reasons only touch the surface on the benefits of content and how it can transform a company or a professional's personal brand. 

For assistance with creating a content marketing strategy, contact Lee Watts at lee@ashbyandwatts.com.