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Content is king.

Almost three decades since Microsoft cofounder Bill Gates published an insightful essay with those three words as its title, the since-popularised phrase remains as relevant as ever. 

In today’s digital landscape, content continues to reign supreme – although there are a couple of caveats.

Firstly, it’s quality content that wears the crown. 

Secondly, since Gates penned that famous article, new content types have ‘moved into the royal residence’ alongside traditional online offerings.

In this piece, we break down why content creation is important for your business and what it entails, as well as how to execute strategies – so you can ‘milk’ the gift-wrapped opportunities that are available.


Letters in a jumbled pile.

Let’s help to make your words stand out from the crowd. Credit: Amador Loureiro on Unsplash.

What Is Content?

The words that Gates penned in the 1996 paper have proven to be largely prophetic, but clearly even he couldn’t have envisioned the extent to which content would evolve. 

“If people are to be expected to put up with turning on a computer to read a screen, they must be rewarded with deep and extremely up-to-date information that they can explore at will. They need to have audio, and possibly video,” the business magnate wrote.

“Possibly video” is an understatement. 

According to Hubspot’s State of Marketing Report 2023, video is the most powerful and popular media format for content creation and provides the highest ROI of any content type.

And when Gates was jotting down notes, he had no way of predicting that other visual mediums like infographics, audible platforms such as podcasts, and interactive formats like quizzes and polls would become digital-content linchpins. 

Even traditional written content in the internet era has both evolved and expanded. Once-foreign concepts such as landing pages and e-books are now pivotal pieces in many content strategies.


Laptop displaying the YouTube homepage.

Video is regarded as the most powerful media format. Credit: Nordwood Themes on Unsplash.

And while website copy and blog posts have been regular faces since the internet’s birth, they too have had to adapt considerably to appease anything from search engines to an ever-growing thirst for content consumption on the run.

In fact, more than 50% of worldwide internet traffic is viewed on mobile devices, according to Statcounter GlobalStats.

The point? Content is an ever-changing beast. It’s anything and everything. This article could well be outdated by the time you’re reading it (but because we’re good at our jobs, we’ll refresh it accordingly!).

And businesses that keep up with the latest content-creation trends are best-placed to stay ahead of their competitors – or at the very least remain relevant in consumers’ eyes.   


Woman holding mobile phone looking at a mobile-optimised website.

More than 50% of website traffic is viewed on mobile devices. Credit: Le Buzz Studio on Unsplash.

Why Content Creation Is Important for Your Business in 2023

In short, having a digital presence in today’s hyper-competitive world is essential.

Content draws eyeballs to your brand and the products or services it provides, allowing you to connect with and grow your audience or audiences.

Ultimately, that connection helps drive revenue. 

Before we get to the conversion part, let’s back it up and explore six key areas to demonstrate why content creation is important to your business.


Neon sign with the words 'What is your story?'

Let’s share yours far and wide. Credit: Etienne Girardet on Unsplash.

1. It Enhances Brand Visibility and Awareness

As mentioned above, creating content allows your business to establish its brand identity and demonstrate its point of difference from competitors.

Regularly producing relevant, SEO-driven content leads to increased organic traffic and online visibility.

Then, sharing this compelling content on your social media platforms broadens brand reach and attracts new audiences.

Better yet, engaging content encourages social sharing from consumer to consumer, amplifying brand exposure even further.


Man looking at website screen with Google home page.

Producing relevant SEO-driven content allows you to have greater visibility here. Credit: on Unsplash.

2. It Builds Trust and Credibility

Quality content provides your businesses with an opportunity to showcase your expertise, thereby building trust and credibility among consumers.

Educating customers through informative content establishes your company as an industry authority, fostering long-term loyalty.

Moreover, engaging content that addresses customer pain points and offers solutions instills confidence in your brand’s products or services.

Content creation also enables your business to position itself as a thought leader and trusted authority within your industry – with the potential to develop key business partnerships.


Man with a microphone presenting a podcast.

Whether it’s a podcast or a blog or anything else, quality content builds trust and credibility. Credit: Soundtrap on Unsplash.

3. It Boosts Website Traffic and Engagement

Fresh and engaging content encourages repeat website visitation, leading to increased site traffic and prolonged browsing sessions. It also drives social sharing and inbound links, further amplifying website traffic.

Interactive content formats such as quizzes, surveys, and video enhance user engagement, increasing time spent on your website – and directing people further down the sales funnel.

Top tip: When you’ve built a bank of content over time, plan an audit. Updating the likes of blogs and articles ensures they remain relevant and retain their value.


Man on laptop looking at Google Analytics.

It’s all about driving more eyeballs to your site. Credit: Myriam Jessier on Unsplash.

4. It Strengthens Customer Relationships

Personalised and relevant content helps you connect with your audience on a deeper level, fostering stronger customer relationships.

Delivering this content via e-newsletters and email campaigns enables your business to stay top-of-mind and maintain ongoing communication. 

In other words, consistent but relevant messaging is a great ‘excuse’ to keep conversing with customers – no matter what stage they’re at in the sales cycle. And this increases the chances of conversion when purchase intent arises.

Top tip: Soliciting and responding to customer feedback through content creation demonstrates a commitment to customer satisfaction and loyalty.


Mobile phone on flat surface displaying an email.

Email campaigns enable your brand to remain top of mind. Credit: Charles Deluvio on Unsplash.

5. It Allows You to Stay Agile

In a dynamic market, content creation provides your business with the flexibility to adapt and respond to market trends and changing consumer demands.

By continuously producing and updating content, you can remain relevant and responsive to industry shifts.

Additionally, monitoring content performance and gathering feedback allows for strategic adjustments to optimise marketing efforts.


Person typing on a laptop to set the scene as to why content creation is important for your business.

Create, update, repeat. Credit: Glenn Carstens-Peters on Unsplash.

6. It Generates Leads and Increases Conversions

Content creation serves as a powerful lead-generation tool by attracting and engaging potential customers.

Valuable content such as e-books, whitepapers, and webinars can be offered as gated resources, capturing valuable customer information.

By nurturing leads through targeted content, businesses can guide prospects through the sales funnel, increasing the likelihood of conversions.


Webinar appearing on a laptop screen.

The likes of webinars can be useful gated resources. Credit: Chris Montgomery on Unsplash.

How to Create Content

We’ve outlined why content creation is important for your business. But where do you begin? 

In the previous section, we touched on brand identity. Establishing your brand image and identifying its strengths – and even its uniqueness – is a solid starting point. 

Defining your tone of voice is a critical piece of the puzzle, too.

From there, we’ve identified eight critical areas to focus on re: digital content creation. 


Man looking at a laptop with a blank screen.

Where to start? In this case, try the ‘on’ button. Credit: Alejandro Escamilla on Unsplash.

1. Define Goals and Target Audience

What are you trying to achieve by creating content – beyond the obvious answer of increasing revenue? 

Identifying specific objectives is paramount. Perhaps it’s growing your social media presence or email database or increasing website visitation. Or all of the above!

Whatever it is, begin by understanding your target audience’s needs, preferences, and pain points and addressing them – so, what is it about your brand that offers the audience a solution or fulfills a need or want?

This approach gets results. Consumers actively seek valuable and relevant content before making purchasing decisions. According to Demand Metric, 60% of consumers enjoy reading relevant content directly from brands.

Relevance is key, though. Your content has to be applicable to your brand and its audience to have any meaningful cut through. 

Also, it’s pointless producing content that your audience isn’t asking for. Keyword research provides tangible insights that measure audience interest – more on that at point no.4.


Man gesturing during meeting.

First step define your goals. Credit: Charles Deluvio on Unsplash.

2. Develop a Content Strategy

In short, your content strategy should align with your marketing strategy. If you have neither, start by defining your established business purpose and organisational goals and go from there.

We’ve mentioned the importance of creating content that resonates with your audience and which recognises their various positions within the sales funnel. 

With this in mind, diversity of content types is important – blogs, videos, infographics, podcasts, etc. – as well as the messaging that comes with it.

Also, consider different platforms with varying audiences for content distribution: i.e. email marketing versus organic search or Facebook versus LinkedIn. Or at least consider tailored messaging on different platforms.

All this will help your business to establish a strong connection with its target audience.

Top tip: A simple but often overlooked component is creating an editorial calendar to plan content production and distribution. Even the most basic of calendars provides visibility for your team – including a team of one! – and ensures ownership of content creation.


Notepad with the words 'content strategy' scribbled on it.

Create a content strategy. It helps. Credit: on Unsplash.

3. Focus on Quality

We’ve already touched on this topic, and it’s an important point to remember. 

An oversaturation of digital content makes it tough to stand out, but quality rises to the top. 

More importantly, readers demand quality content, and it’s essential for getting into Google’s good books. 

How do you create top-shelf content? In short, it should be well-researched, original, and provide value to the audience.

Remember that earlier stat about the high volume of website traffic via mobile? It’s often an underutilised consideration. 

Content has to be optimised for mobile – meaning easy to read and easily digestible when viewing on a phone or tablet – or consumers will quickly disengage. This is particularly worth keeping in mind when creating long-form written articles or landing pages. 

Incorporate relevant visuals, such as images, videos, or graphics, to enhance the content’s appeal – making it more ‘scannable’ and providing readers with greater reason to interact with it.


Man looking at phone while typing on laptop.

Your content should be visually engaging on both desktop and mobile devices. Credit: Anastasia Nelen on Unsplash.

4. Optimise for Search Engines

Tailoring your content to suit Google’s complex algorithm is the single most important factor to gaining organic traffic.

To begin with, conduct thorough keyword research to identify relevant topics for your business and its audience, preferably with high search volume and low competition.

Implement on-page SEO techniques, including keyword optimisation and meta tags and focus on creating content that is easy to read, well-structured, and mobile-friendly.

To help, we’ve put together 10 top tips for creating SEO-friendly content.


Graphic with the letters spelling out SEO.

It’s all about SEO. Credit: Merakist on Unsplash.

5. Promote and Distribute Content

You understand why content creation is important for your business. Great. You’ve produced this amazing piece of content. Excellent. It’s optimised for organic traffic. Even better. 

But the story shouldn’t end there. Instead, make that content work harder, so it’s discoverable by as many people as possible.

To do this, leverage social media platforms, email marketing, and influencer collaborations to amplify its reach.

Additionally, adapt your content to consumer preferences. Understanding the format preferred by consumers, such as videos versus long-form blogs, and favoured channels, such as Instagram versus TikTok, enables you to deliver content effectively.

On top of that, consider utilising paid advertising channels to boost content visibility and attract new audiences.

Lastly, engage with your audience through comments, shares, and discussions, as this helps to provide personality and authenticity to your brand and foster a sense of community.


Mobile phone on box displaying the Twitter logo.

Leverage social platforms to amplify your reach. Credit: Ravi Sharma on Unsplash.

6. Leverage User-Generated Content (UGC)

Encouraging customers to create and share content related to your brand enhances authenticity and social proof.

UGC campaigns such as contests or testimonials facilitate customer engagement while generating valuable content for the business.

Sharing this UGC on your digital platforms creates a sense of community and strengthens the bond between your brand and its customers.

There’s proof in the pudding…

A 2019 survey of consumers and marketers from the US, UK, and Australia found a massive 79% of people declared that UGC highly impacts their purchasing decisions.


Instagram logo displaying on a mobile phone.

Instagram is an excellent platform to share UGC. Credit: Bastian Riccardi on Unsplash.

7. Measure and Analyse Results

Setting aside time to analyse data to measure effectiveness should be at the heart of your content-creation strategy.

Tracking key metrics such as website traffic, conversion rates, social engagement, and content downloads provides valuable insights into campaign performance.

Analysing data helps identify successful content types, target audience preferences, and areas for improvement, enabling you to refine your strategy.


Laptop screen showing an analytics page.

Analysing the numbers is a crucial part of the game. Credit: Carlos Muza on Unsplash.

8. Embrace Emerging Content Formats

Keeping up with technological advancements and evolving consumer preferences is crucial for your business.

Exploring emerging content formats like live videos, podcasts, augmented reality, or interactive storytelling allows you to engage with your audience in innovative ways.

Embracing new content types demonstrates a forward-thinking approach, attracting tech-savvy consumers and allowing your brand to stay ahead of the competition. 

Equally, adopting new content-sharing platforms is critical, too. TikTok is a great example of this. Launched internationally only in late 2017, the social media platform has exploded to become a must-use tool for marketers. 

In fact, Hubspot’s State of Marketing Report shows that 56% of marketers plan to increase their investment in TikTok in 2023.


Someone holding a mobile phone displaying the TikTok home screen.

Is it time to embrace TikTok? Credit: Solen Feyissa-Yaw on Unsplash.

Why Content Creation Is Important for Your Business – Quick Tips

There’s a lot to digest here, but let’s finish with a couple of quick content-creation tips:

  • You have mere seconds to capture someone’s attention: Whether it’s written, visual, or audio content, your opening is important. Get to the point quickly and include a compelling hook. 
  • Don’t forget the importance of your call to action (CTA): The point of creating engaging content is to prompt an outcome, so define it and ensure the path to that outcome is easily reachable for consumers (i.e., make it obvious).
  • Be authentic: Also, be daring. You can be bold without being offensive or divisive. 
  • Experiment: Particularly with social media posts. If your idea ‘bombs’, there’s generally minimal damage done. Live and learn.
  • Keep it simple: Especially if you are time-poor. Continuity and consistency win the day.


Mobile phone displaying different social media platforms.

Experiment with your social posts. Credit: dole777 on Unsplash.

Looking for Support?

We’ve nailed down why content creation is important for your business, but if it all sounds too hard then let us do the work for you! 

At Hunt & Hawk, we have a super-talented team of marketers ready to catapult your brand to the front of the pack with tailored and well-conceived strategies and executions.

Reach out to us today.  

How are you ready to engage with us?