09 Aug 10 Lucrative Reasons Why Creating Content is Worth the Bother

Your business needs (the right) marketing content more than you might realise

Written by Daniela Cavalletti

7 min read

I just moved house, and there’s an exciting new community to explore. Plus, I’m heading overseas in a few weeks (hello Budapest wedding, German family and Dutch bicycling heaven! … oh, and work). In other words, there are about a million things on my mind right now that want to be pondered, sorted through and get done.

Ideally, I want my day to be longer than 24 hours to pack in all the fun, on top of going to work.
Now wouldn’t that be nice?

Luckily, I do what I love for a living: writing content; editing and polishing copy. So, for me, creating marketing content is not a hardship, but usually very enjoyable and even relaxing.

But for many businesses, creating marketing content is a bit like this: you know it’s crucially important for business success – but you just can’t seem to find the time and energy to get around to it (unless you’re a copywriter and sort have to lead by example).

Focussing On Creating Marketing Content Is Crucial

When the pressure is on then, you might be asking yourself what is the actual point of bothering with blogs? Slaving over social media? Putting together a case study?

It’s easy to put creating marketing content into the ‘later’ or ‘too hard’ basket when we’re already overwhelmed with the day-to-day of running a business. With returns taking time to blossom (it’s all about building trust after all), and competition being fierce in the online content world it’s easy to think: why bother at all?

If you have ever asked yourself the question, then ponder these most important reasons for creating content for your business. They’re pretty persuasive if you want your business to thrive – I bet they will help you get motivated to get back to writing.

#1. Your Customers Will Love You

Love? What …? Isn’t creating marketing content all about the sell; getting people to buy what you are offering? Yes, to still have a business tomorrow, you will need to make that money. But to do so you must create goodwill and trust around your brand first. Customers want to be wowed. You need to give them something useful without being intrusively in-your-face about it. They are hungry for information and if they are not getting it from you, … well, they will get it from your competitors. By creating content for them that educates, entertains and solves a problem, they will be happier to reward you by keeping you top-of-mind and buying from you. Sweet customer love right there …

#2. Hello Ideal Clients!

By creating marketing content that clearly establishes who you are – what you stand for and offer (and what you are not) – you will attract the ‘right’ customers. It increases brand awareness and visibility with those whose eyeballs you’re vying for. Clients who are deeply interested in and aligned with your services and products will find it easier to make their buying decision. Every business runs the risk of spending too much time and resources on the dreaded ‘tyre kickers’. Creating laser-sharp, relevant marketing content can rid you of that drain on your resources once and for all. And leave you free to focus your lead generation on those clients your business really needs and wants.

#3. Get Your Team Behind the Message

Involve your staff and allow them to write about their areas of expertise. Besides giving you expert content on tap, it creates a sense of appreciation and belonging. And that’s great for company morale. Those on the front line – be it your receptionist or salesperson − are in often in the most perfect position to understand just what information and services your customers may want and need. Your employees have a wealth of valuable content ideas just bubbling away beneath the surface. Don’t miss them!

#4. Write More, Save Time

Yes, indeed! This is a little paradoxically secret that every savvy marketing person knows. If you take the time to write a particular piece of quality marketing content for and about your business and field of expertise, it becomes the basis of many of your other communications. I have one word for you: repurposing. Say you wrote a case study – transform into a video. Writing regular blog posts? Create an ebook on a topic! Working on a white paper of your capability statement – you’ve also created some valuable material for sales pitches, videos, blogs, case studies, etc. right there. Insightful, informed content is utterly versatile, and you will always find repurposing opportunities for it across other marketing channels and formats.

#5. Appreciation of Your Brand Value

Creating marketing content cleverly, will position you and your brand as an influencer and industry leader. It will give you and your business a recognisable brand personality. There may be gazillions of blogs and articles out there – but none of these have been written by you, about your offering and skills. You have unique knowledge and experience and that is worth sharing. What does your brand stand for, what does your business do differently? What sets you apart in your industry? Why are your clients picking you over the competition? There is your leadership opportunity right there. Tell the world about your unique brand to become known, credible – and highly valued.

#6. Attract the Perfect Employee

Content that outlines your company’s culture, goals and values will turn into a magnet for top talent and give you a hiring edge. What and the way you write about your expertise will create connections with and impress the right candidates. Why pay top dollar for a recruiter when you can attract the right team yourself? Exactly.

#7. Up Those Website Hits + Conversions

There are many contributing factors to increasing your search engine ranking and posting regular, fresh content is one of the easiest ways. Sharing it through social media also helps, of course. A site full of valuable, relevant articles is excellent for your SEO (search engine optimisation) – and will increase traffic to your website. Keep your posts regular and all website pages updated and relevant. Create and offer a free lead magnet in exchange for people signing up to your newsletter. Creating marketing content means thinking big picture (strategy and consistency) as well as detail (what to create, where/when to post, how to link to, etc.). Do it well and you’ll ‘catch’ the right, happy customers in your intricate network of useful information and their ideal offer.

#8. Test Your Ideas

This might seem a little out there, but it works. If you have a new idea or want to introduce a new product, process or service, writing it all up will give you structure and clarity. Creating marketing content around a tentative new idea allows you to connect with and involve your existing and potential customers. You can request feedback on your information, and improve your future offering, content and messaging. Whether the comments are positive or negative: it’s a great way to test the waters and stay on the pulse of what your market really craves.

#9. Potent Power in Every Niche

A big misconception is that creating marketing content is really only important in certain industries we traditionally associate with advertising, such as retail. Take it from me, it doesn’t matter if you deal in cars, cosmetic surgery or currency, there is always the need to connect. A great story to be told and angles to be tapped. Your specific voice, insights and stories connect you with the ‘right’ people, built trust, and ultimately help you make that sale.

#10. Build Customer Loyalty

Communicating regularly with existing customers is a great way to make them feel valued and maintain their interest. They were curious and engaged enough to have taken action at least once before. Keep them wanting more and hooked on what you have to offer by catering to their information needs. Encourage them to utilise your services again by staying in touch. They might even become your brand’s ambassadors by sharing your content.

Build Human Connections With Your Marketing

Creating worthwhile content is about telling a captivating story, and providing wanted, useful information.

In the end, it’s all about humanising your business.

Because people buy from people.

Your marketing and business content is an opportunity of connecting with your customers on a personal level. It reassures them that you understand them – and can be trusted to deliver what they need.

If you create marketing content that honours that, you’re on to a winner. For them, and for your bottom line.

It’s a win-win deal.

Need help with creating exceptional content that stands out and deeply connects with your customers? Then hey, we are the marketing content writers for you. Say hello now; we’re listening.