We say you should be creating content as part of your digital marketing efforts. But these three questions allow you to check with absolute certainty:

1. Are my competitors writing content? If they are and you’re not then they’re stealing leads from you. A content campaign for them means way more extensive reach than you.

2. Is there interest in my industry? From everyday industries such as healthcare to niche areas like factory machinery, ask yourself: Is there an audience who would be interested in what I’ve got to say? If the answer is ‘yes’ then that audience are your potential customers – so speak to them.

3. Is there too much promotion in my industry? If products and services are being shouted about everywhere you look, then your industry is oversaturated with advertising. A solid content strategy softens the approach – giving you the cut-through to stand out.