Content gets slept on – massively. And I just don’t understand why.

All too often, content is seen as a tick-box exercise, or is merely an afterthought. With the introduction of AI tools (ahem, ChatGPT I’m mostly looking at you), the art of writing content just doesn’t seem to be as respected as it used to be… But more on that in a bit.

For many organisations, content just isn’t a priority. And I’d be lying if I said I didn’t kinda get it. It doesn’t bring immediate results. It’s not a quick fix. It’s about playing the long game – and we’re seeing it more and more that our current world doesn’t reward long-term thinking. It’s not likely that you’ll publish an article and then see the leads immediately rolling in (but that would be nice, wouldn’t it?). 

So, what is content supposed to do?

Well, content marketing is about changing yours, and a prospect’s, perspective.

Why is content important?

When people ask me what I do, I tell them I’m a serial dater. Because for me, content is like taking people on a date. You’re getting to know each other, finding out whether you share similar views, if you like or dislike the same things, and, early on, emphasising those things we like about each other.

Content, like a date, is an opportunity to build a relationship. When you are in the early phase, your prospect wants to work out if you meet their needs for a relationship, and whether they have a positive connection with you. You’ve likely heard the saying “people buy from people” – content is simply a way to get to know people without actually meeting them.

Buyers want to know who it is they’re buying from, at least when making purchases that require a little bit more thought than which brand of ketchup is your favourite. They want to see themselves in you and your business. Generally speaking, we want to like the people we’re buying from. It is difficult to explain why people do this, but most of us seem to trust our gut. 

And content helps to create that gut feeling.

What does content do?

Content is more than just words on a page, or a video that we watch. It’s about taking an idea, and turning into a narrative. It’s about eliciting feelings. It’s about creating value for someone, and showing them why you’re the right choice. 

And, don’t forget, content forms the basis of sooo many marketing activities – so there’s many opportunities for you to build that bond with prospects and existing clients alike. 

Builds trust

Firstly, content builds trust. It gives you an opportunity to show your knowledge around a particular subject, and to either share an opinion or relevant advice. This helps to position you as an expert within your field. 

By showing what you know, and possibly helping someone understand a topic or make a decision, you’re building a sense of trust. Now, especially in the wake of AI, trust is more important than ever before – if your audience doesn’t think you wrote something, how can they believe in what else you have to say?

Helps you be discovered

Of course, there’s the SEO element. Creating content, especially written, helps search engines to understand what you’re offering and how relevant it is to the user. The more useful content you write, the more chances you have of showing up in SERPs.

Perhaps you don’t rank number one for specific keywords, but content allows you to show up in other ways, especially when using various formats across the different stages of the marketing funnel.

Supports every stage of the customer journey

As content can be created in multiple different formats (blogs, whitepapers, case studies, ebooks, videos, podcasts…), you can offer something to your audience at every stage of their purchasing journey. You’ve got several opportunities to capture the interest of prospects and show them you know your stuff.

Depending on where your target is in the marketing funnel (top, middle, or bottom) will depend on the piece of content and its intended purpose. 

• Top (ToFu): Mostly used for awareness. Includes content types like blogs, social media posts, and infographics

• Middle (MoFu): Helps the buyer evaluate their options. Includes case studies, webinars, product guides

• Bottom (BoFu): For convincing the buyer to make a decision or take an action. Includes testimonials, demos, and FAQs

  
  

Holds long term value

The beauty of content is that it can be repurposed. Like you can use different types for different needs (all following the same theme or topic), you can extend a piece of content’s relevance by refreshing the message or optimising it so it’s more specific to your target audience – or so you can reach them in different ways.

Once organic content is published, it stays there for as long as you like. It’ll keep showing up in search results, with the potential to be viewed and shared many, many times over. 

Can I create my own content?

If you want content that reliably invokes or supports that gut feeling of your audience, you need to understand exactly what it is you’re trying to say, and how you want that message to be received. That takes time to break it down, ensuring that the message is clear and can be reformulated in a way that’s going to resonate with the audience. 

Nobody is stopping you from creating your own content. However, there’s a reason why people choose to specialise in writing, or other content creation. 

Content isn’t just about stringing words together and hoping that someone reads them. I really want you to focus on that idea of relationship building and educating, as this is what helps to build a relationship.

Creators have to know when is the right time to sell, and when is the right time to educate. We have to understand the piece in context to be able to deliver value to prospects and clients. Plus, we have to sound like you want us to, to encourage that sense of trust that drives purchasing decisions. We have to give ourselves a small personality transplant, and put ourselves in the shoes of the viewer to truly understand what it is they want to know. Touching on these pain points and showing you understand is what builds that coveted relationship.

And if all that sounds a little overwhelming, it is. Which is why people hire people (like me!) to help them do it…