The Importance of Content

When I start working with new clients, they often ask me what their blog should look like. They ask what colors their logo should be. They wonder what name they should choose for their business and what social media networks they should use for promotion of their product or service.

All of these are important factors to consider when working on a brand but the one thing that is generally mentioned last is content. As many of us know, content is king and it cannot be overlooked. It needs to be a top priority. Ultimately, it is content that will keep an audience wanting more. It is content that will turn fans into customers. It is content that will encourage customers to tell their friends about you. I cannot emphasize the importance of content enough.

It is by providing unparalleled content that you will become a leader in your industry. In order to establish yourself as someone who people should know, like and trust, you MUST be willing to be generous with free and valuable content. There are many ways to give away these “freebies:”

  • Write blog posts that are chock full of information, which will highlight your industry expertise
  • Share posts, written by others, and offer your personal insight and unique perspective
  • Let your audience know that you are available to answer questions and that you are happy to keep them in-the-know

With these ideas in mind, I want to share what others have to say about social media content:

  • “Your free content tells your readers what to do. Your paid content tells them how to do it.” –Wendy-Leigh Montes de Oca
  • “Marketing is no longer about the stuff that you make, but about the stories you tell.” –Seth Godin (Your stories are content!)
  • “By creating compelling content, you can become a celebrity.” –Paul Gillin
  • “Don’t worry; skills are cheap, passion is priceless. If you’re passionate about your content and you know it and do it better than anyone else, even with few formal business skills you have the potential to create a million-dollar business.” –Gary Vaynerchuk
  • “In the end, the winner is content. Good content, sharable content, and consumer-driven content will allow us all to have a broader spectrum of information and, for the marketer, an easier way to connect with their base.” –Aaron Kahlow
  • “Traditional marketing talks at people. Content marketing talks with them.” –Doug Kessler

The next time you think about talking to your audience about something that you did or about one of your achievements, think about what kind of value the information will offer. Will it help establish you as a leader? Will your audience appreciate it? Are they receptive to your content or do you need to make changes?

Continually examine your content to make sure that you are keeping up with the best of the best in your niche. Give your audience what they want and they might just stick around!


  • Wonderful reminder Lauren.  I love the quotes that you share.  I especially believe in what Gary V says … being passionate and letting that shine through will bring you results not only for you, your business but also to your audience, which will keep them coming back for more!  

  • Exactly! Gary is a very wise man! It is very obvious when someone is passionate about what they do and that passion can make or break a business!

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