We’ve said it before and we’ll say it again: content is great. Good content, that is.

If you think about it, your content is focused on your industry so when it’s done well you’re indirectly promoting your company. You’re solving client problems, showcasing your products and could even be improving the world.

Content marketing improves your business by addressing customer concerns (not shouting at the reader). It also gets you thinking, too. How can you improve your offering or update your positioning? Your content feeds back into your product and vice versa – a virtuous content circle!

What’s more, content planning may reveal holes in how you communicate your product or service, resulting in helpful content and often a corresponding uplift in sales. Plus, crafting content helps identify exactly where you should be sitting in the market.

So what content piece are you working on next?