The Importance of Content

Written by: Sarina Alvarez

Content: The one to rule them all

Content is one of the key components in helping your client connect with their target market. It creates a voice for the customer and integrates the company into the daily lives of the audience without being too invasive. The importance of establishing interesting content versus repetitive content is the difference between having a successful event and having a complete flop! You must create content that encompasses all aspects of the client while also being interesting enough to hold the audience’s attention. Understanding your audience and fueling them with the proper content that they connect with is far more important than throwing basic 140 character sales pitches at them. Creating interesting and shareworthy content can skyrocket your client and their events in ways that traditional promotions can’t. The best, most cost-effective method of engaging your client’s audience with your content is through social media. By infiltrating your audience’s social media, you are able to be seen and heard in a way that wouldn’t be possible with average marketing.

Imagine you have a big event coming up and you need to get the word out in a cheap and quick manner. Social media content is not only free, but it gets your brand in the minds of your audience without completely overwhelming them. It amplifies the message in a subtle way, so the audience is aware of the information without getting overwhelmed with all the details. Then the audience is more likely to dive deeper into the nitty gritty of the client because you have connected with them and given them a reason to trust you and your brand.

Building trust is building an audience


Content is an important aspect for all companies no matter their size or target audience. Great content can boost a small business’s reach, and it can make a larger company boom. Content is based on creative strategy.

For small companies, consistent presence and appealing content can create a larger audience through building a sense of trust towards the brand. It can also keep readers up-to-date with happenings within the company. Good content can even develop a serious following for the brand, which leads to shares and retweets to reach a wider range of people. Creating content that makes the audience laugh can take your simple tweet into a viral sensation in some cases, or if traditional media is more of your style, a witty billboard can stick with you for days. For example, after the success of the TV series Breaking Bad, billboards began popping up all over the city of Albuquerque stating “Do Not Call Saul” creating a play on the upcoming spin-off. These billboards created quite a stir and became the talk of the town for a short while. Think literally anything Chrissy Teigen or Chris Pratt posts on Twitter (believe me, look it up here and here).

Larger companies tend to benefit more from content in terms of follower base. Since larger companies usually already have a fan-base, they are more likely to get those immediate shares and retweets that smaller companies strive for. They have gained the trust of their audience through lifelong involvement in their lives, so their audience is more likely to share their information. For example, everyone loves Coca Cola, but not necessarily because of the unique taste. Coca-Cola has branded to their audience at every age and stage of life. This has led to a great amount of trust built between the customer and the company which leads to the continuous promotion of retweets and shares.  Content can be extremely effective for larger companies for this reason, but it doesn’t necessarily give them a larger fanbase; it’s merely more effective because of the fanbase they already have.

Of course, content isn’t a magic key to realm of business popularity. A company must first have an interesting mission and strategy in order to make interesting content. If an event is bland and unorganized, it will be difficult for content creators to engage the audience in a way where the event will seem exciting and worthwhile.

No matter the size of your business or your client, content marketing is important in all aspects of communication, brand messaging and perception. Content marketing is a great alternative to direct advertising, because your audience doesn’t want companies blowing up their feed with sales and advertisements. The customer follows your content because you have built a relationship with them outside of sales and you have given them a reason to trust you which, in turn, leads them to choose your brand over your competitors. That is the beauty of content marketing.