Driving growth through a constant flow of content

Driving growth through a constant flow of content

It takes more time and effort than traditional advertising, so is having a content plan even worth it?

Content marketing is a well-known term by now.


Most large corporations use it to create brand awareness and to generate inbound leads. With the market saturated with competitors, it is important to make a company stand out from the crowd. This constant flow of content is often used to shift website traffic from ‘paid’ to ‘organic’ and it is used to create better understanding and interest in a topic or product.


Not only can this constant flow of content create better awareness, but it is often much more cost-efficient than any other high-volume tactic for generating website traffic, such as display ads on websites or social media. The key to this success is in providing informational content that fulfills the needs of the audience, rather than creating blatantly promotional content for your products.


However, for a small, fast-growing company, it can be daunting to embark on implementing a content strategy. Content creation can be time-consuming, the insights and deep knowledge required usually have to come from top management which is more work for them, and the distribution and effect of the strategy is never guaranteed.


To many, simply driving traffic to a website through search engine marketing and social media ads seems to be the fastest and easiest way to gain traction in the market. It can be handled by junior employees, it has an instant effect and it doesn’t require much involvement from key people in the organisation.


“A constant flow is the way to go!”


Is traffic to the website, generated from search engine marketing and social media ads really a good indication of market traction? How big is the impact on sales? Does it build a community? Does it convince those early adopters about the value your product can create? Does it inspire people and does it create referrals?

The answer to all these questions is no…so a constant flow of content is the way to go!


Content strategy

The market is not a singular voice that makes rational decisions. Trust and understanding don’t just appear out of thin air. And no, the market is not just dying for someone to disrupt it and change everything!


Ciarán Ó Conluain, from content company BeCreative Media Group (www.becreative.ie) says, “Customers want to know what your company is all about and it is your job to tell them in new and innovative ways. Customers don’t just want a few lines on how you got started, they want to know how your service works, the value you can create for them and how you are different to competitors in the market. This is where a constant flow of content is important as it can help make you stand out in the ongoing feed that is the internet user experience. Marketing on the internet is a matter of who has the largest volume in their content flow, and who has the most engaging content.”


It is immensely important for early stage companies to produce a steady flow of content about all of this information along with who they are, how their business model works, what their pricing is based on, who the service is for and where their inspiration came from.


How some brands fail miserably with content

There are some brands which fail spectacularly at creating content. One of the reasons for this is they have no content strategy. They don’t plan their content, or research the best avenues to release the content to their particular market. The content is not planned enough and when content is created haphazardly, it shows. But worst of all, the content is boring or not planned as a constant flow. No one wants boring content every now and then, so make sure to pay attention and keep readers interested.


Why have a constant flow of content?

  • It can create more brand awareness and leads

  • It’s far more cost-efficient than traditional advertising, but can take more time to do it well

  • Search engine marketing can generate traffic but content is more likely to generate actual subscribers

  • Volume is key, as is the right story and a continuous flow


If a company won’t do it for themselves, then who the hell else is going to do it? A company needs to take charge and get themselves out there.

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