Content Marketing: The Why And Where

Regardless of our industry or marketplace, we are all increasingly aware of the need to produce high quality content. And we need to do this on a regular basis.

There are many compelling reasons why we need to write for and in our businesses. Key among these motivating factors are a need to:

  • Help
  • Keep In Touch
  • Display Expertise

Once you have decided to implement a content marketing strategy, the next question to consider is where should you publish your content?

Perhaps we should just publish the same information on every platform? The answer to that question is a resounding no. As much as content is crucial, context is essential if your content marketing efforts have any chance of success. 

But to start, let's go back to the very beginning - that's a very good place to start after all. So, why should you write for your business in the first place?


You and your business contain an invaluable wealth of information and experience. This has been a result of the time you have spent working on and in your business and this knowledge should never be underestimated. Remember, just because you know and understand something does not mean that everyone does. Indeed, what may seem simple to you can prove the most frustrating task in the world for others.


Once you have realised the value of your knowledge and experience, you can start to utilise it in your business.


Now, there was a time when people kept this knowledge close to them at all times and did not give anything away for free. However, the more savvy businesses soon understood the value in helping people and sharing market tips and industry knowledge. Now this is not to suggest that you should give away all of your trade secrets. Not at all. Instead, you need to strike a balance. For example, you could provide general information for free and charge for the more specific, tailored advice or service.


In the end, the more you help people, the more likely they will be to turn to you for help again and this is a great way to secure new and loyal clients.

Keep In Touch

Articles are the perfect way to keep in touch with everyone in your business. For example, if you want to keep your employees up to date on your latest company news, you can start a regular newsletter.

Meanwhile, if you want to let your clients know all about your business developments you can publish a press release or write a blog post linked to your social media networks.

If you need to keep your business in touch with contractors and clients you can write articles for the industry publications that they will read.

Display Your Expertise

In the vast majority of industries, competition is fierce. The trick is to stand out from the crowd and rise to the top of the pile.

Writing articles is an extremely effective way to ensure that your business gets the attention that it deserves.


The best way to do this is to make sure that each of your articles allows you to display your knowledge and expertise.

Producing a blog on a regular basis can be one way to achieve this aim. Writing articles for other blogs, or guest blogging, is also very effective.


In addition, writing articles for independent magazines will cement your reputation as an expert in your field. Content marketing for your business should, for all of these reasons, be a high priority on your to-do list! However, the question remains - where should you publish?

Where To Publish?

Having realised the value in writing articles for your business, where should you look to publish?


There are four key areas to focus on when you are starting to write for your business. These are: your business blog, your business newsletter, social media platforms and industry publications.

Business Blogs

Writing a business blog is an effective way to keep in touch with your clients and contractors, help people and display your knowledge and expertise.


Your first step is to create a blog page as part of your website. Next, make a list of all the subjects you could write about. This list could include helpful ‘how to’ articles based on frequently asked questions, product reviews, and opinion and comment on the latest news and developments in your industry.


Now comes the time to be honest with yourself! How much time will you have to write a blog? You want your content to be both high quality and also produced on a regular basis. Decide on a realistic blogging schedule. Alternatively, you could look into outsourcing your blog.


Finally, make sure that you have included ways for your readers to either receive your posts or be aware when a new blog is published. You can do this by including an RSS facility and also by publicising your latest blog post on your social media networks.


Newsletters can be a powerful marketing tool for any company. There are two ways that you can utilise newsletters in your business. You can produce a newsletter for your customers and you can create a newsletter for your employees.


Both of these types of publications are highly effective and allow you to keep those people most important to you and your business informed of all your latest news and developments. You can also incorporate some of your blog posts into your newsletter.

Social Media

Your social media platforms are great places for you to experiment with publishing lots of different types of content. For example, you can use networks such as Twitter, Facebook and LinkedIn to alert your audience to your new blog article with a post that includes an appealing image, some tempting text and a link.


In addition, you can use your social media to publish content that you have found of interest from other people that you both respect and admire. The ability to create and also to curate good content will enable you to become a trusted publishing expert in your field.


Of course, social media is not just about the 'media' - it is also about the social! It is just as important for you to be human in your published posts and also to entertain, amuse and inspire. The more your audience feels as if it getting to know you - the personality behind the brand - the more likely it will be that that audience will think of you when they need a product or service that you offer. 

Industry Publications

You can spend thousands on advertising and marketing campaigns but, often, the best way to promote your business is by displaying your expertise in an industry publication.


Your first move is to isolate the key publications in your business. What do your clients read? Then make a list of interesting article subjects. Remember these articles have to be unbiased and independent of your own business.


Next, contact the editors of the magazines that you would like to write for. Editors are always happy to receive interesting article ideas from industry experts. Again, reassure these editors that you will not be singing your own praises all the way through!


When you finish your article make sure that you include a recent business photograph and a resource box. You may not be able to mention your own business within the article itself but many magazines are happy to publish a small paragraph about you and your business and may even allow you to include a small amount of contact information.


One final comment, make sure you stay in control of your article from initial submission through to publication. You have every right to request a final look at the article before it is published just to check that you are still happy at the end of the editing process.  Just reassure your editor that you will abide by all deadlines.

Writing is an essential part of your business, no matter what industry you are in. It can raise you above your competition and keep your company at the forefront of your customer’s minds.

Thanks for reading!

Jane x

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