Are you generating content for the right reasons?

Content is a many-layered, potent term. It is the basis of all communication – without it we’d have only gibberish.

Words, images, graphs… everything is content.

The unfortunate fact is that most people think content is only for SEO. They believe Google only cares about content – which is true in most ways, but the focus shouldn’t just rest on the first page of search results. True value is delivered only when customers are treated to information that they can’t get anywhere else.

Whether you’re a B2B or B2C brand, make an ironclad pact to provide valuable insights to your customers.

According to Havas Group’s 2017 Meaningful Brands survey, 84% of people expect brands to create content. The same survey, however, found that 60% of all content brands create is ineffective.

Let that sink in for a moment. Ask yourself, are you creating value for 9 out of 10 customers?

If you had one shot, one opportunity, would you make the most of it?

Build a strategy that caters to different sections of your audience, but always create targeted content. It’s alright if today’s post is focused to one group; you can target the others at a later time.

Take for example HubSpot, the expert on inbound marketing. They receive over 4.5 million visitors to their marketing blog every month. That’s a huge target to appease, but content marketing is easy when you take the time to pace your posts.

Here’s a look at their top posts highlighted on their main blog page.

At a single glance you can tell that they have broad categorization for their audiences to choose from, namely ‘Marketing’, ‘Sales’ and ‘Customer Success’. But a closer look shows us the wide berth of topics they cover from PR to Recruiting.

Just remember, you don’t need to do everything at this very moment. Content marketing is a marathon, it requires consistent attention and effort. But done right, it will have your customers flocking to you for more.

To sweeten the honey pot, you might want to look at offering educational materials to your customers. Talk about ideas and tips that will make your customers’ lives easier.

This car washer had the right idea when he posted the following article.

The article was shared over 40K times on Facebook, and you can rest assured that one article boosted his visibility like never before.

People are always looking for information – we’re in the age of the information gorgers. But what’s more important is that everything is written in palatable, simple and relevant terms.

You can check out any time you like, but you can never leave

Schedules are important, but don’t try to take on more than you can take. If you have limited resources, it’s alright if you post on a regular schedule on particular days. For example, if you have a fortnightly newsletter, commit to creating amazing content that will have people looking forward to it.

As important as schedules and content are, platform also plays a pivotal role in the success of a piece of content. You don’t have to post everywhere. Find your sweet spot(s) and post only there.

Like Seth Godin (the social media marketing hotshot), who posts only on his blog, you can still establish yourself as an influencer in your niche and find yourself across all platforms through the voice of your customers.

Aim for engagement, not a brief affair

All this said, the ultimate aim to creating content is to move your business in a positive direction. Conversions are the key to a successful business. Call-to-Actions (CTAs), form submissions, newsletter/blog subscriptions can be the key to finding potential customers in sectors you weren’t even concerned with.

Provide eBooks, guides and templates that you wish you had when you started out (in exchange for social engagement or an email address to build your list). Make the most of your existing base and create a culture of inclusion. This will lead to increased referrals and ultimately, better business prospects.


If you believe you’re an exciting brand simply because, and you’d like to share that with the world, give people a behind-the-scenes glimpse into your brand. It’s a great way to boost engagement.