If you want to reach your target audience and provide them with something worth sharing, you need to create compelling, useful content and manage its use aggressively. Google’s SEO guide states that providing high-quality content is the single most important thing you can do for your website.

The creation and optimization of compelling original content is what content marketing is all about.  

A well-written blog article may be shared by your customers over and over again. A well-written blog article carefully managed and repeated via social media and newsletters by you can double your blog traffic.   


Content worth sharing not only provides your customer with information they can use but establishes you as a subject matter expert in your field.  A well-written blog and company newsletter can help you establish your place as a reliable, quality source of information for your customers. Those customers then become advocates for your business by sharing your work with their friends and co-workers.

Getting Into Game

Consumers aren’t interested in reading or sharing a long sales pitch.  Instead, they want content that has personality and helps them solve a problem. When you write, know your customer’s needs and communicate how your business can meet those needs.  

Once you’ve created something great, don’t be afraid to share it.  Use your newsletter to alert your customers to the useful blog articles they may have missed and include a link to the full article.

Don’t wait to get into the game. With over three million blog posts written daily, your content is the key to staying on top.

Are You Engaged in Content Marketing?

The better question for your business might be, “Are you engaging your customers with content marketing?”  

According to a recent survey by the Content Marketing Institute, 76% of your competitors are actively engaged in reaching their customers with quality relevant content.  An estimated $118 billion was spent on content marketing in 2015. Survey respondents plan to allocate 32% of their total marketing budget to content marketing in 2016.

Consumers now share information and news across a vast network of internet mediums.  The Pew Research Center reported that 65% of adults used social media in 2015. More and more, consumers are using social media as a primary source for news and information.  With so much information available, consumers can be selective about the content they share.  That is why it is no longer enough for your organization to try to reach consumers by stuffing your webpage with keywords or sending them a daily email pitch.

In fact, if you are still engaging in those old marketing tricks you are probably damaging your image with consumers and lowering your search engine rankings.