What’s the deal with content?
Philippa Lowe
Published: 20th of November 2017

What’s the deal with content?

Everyone’s always talking about ‘content’ but what does it really mean and why is there so much noise about making noise?

There are plenty of definitions of content out there, but the best-packaged one we’ve seen comes from The Word Factory: “Content is the presentation of information for a purpose to an audience through a channel in a form”. Essentially, your audience – your ideal clients – are looking for some kind of information and you need to provide it for them in an engaging way – this is your content.

What does it have to do with your business?

Put simply, your content is what carries your business through. You wouldn’t buy a new car and then not buy any petrol to keep it going. It’s the same with your business – regardless of how many staff you have on board this month or how far behind you are on your invoicing, it’s important that your clients and potential clients can find your content and engage with it. Your content will always be public and viewable so that no matter what is going on behind the scenes, you are presenting a consistent front.

Just as you wouldn’t leave your car on empty if you wanted it to go somewhere, you also wouldn’t feed it unleaded if it needed a tank of diesel. There is a lot of noise out there about content but we have to stress that it can’t just be any content – now, more than ever, in this loud world full of the internet, TV and print media, audiences need tailored and targeted content.

What does it look like when your content is not tailored? It looks like those automated marketing campaigns that keep coming to your inbox, despite you not being able to remember signing up for them. It’s easy to send them straight to junk mail because you know that even if you did bother reading them, they don’t have any substance, at least not for you.

Tailored content should hit a nerve with your audience so that they remember you or, even better, so that they feel compelled to make contact with you. At the very least, your content should be consistently intriguing to your audience so that they want to open your emails to see what you have to say, instead of sending you straight to junk.

How do you make your content valuable?

There are two main ingredients when it comes to creating content that engages. Of course, it has to be interesting – no one will engage if it’s not remotely interesting. It also has to be aligned to your business values and your brand as a whole. Your content can’t have one of these ingredients without the other – they need to work together in order to create content that engages and captures the attention of your readers.

At the end of the day, your content is vital. It’s the beginning of a conversation and possibly the beginning of a relationship. Content keeps you moving forward so that no matter what might be going on behind the scenes, your audience always has the opportunity to engage with you.

Stuck with your content? Get in touch with the team at Incredible Communications today to kick-start your content. +61 414 711 107