The benefits of producing quality content

Content marketing cover

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When you take a look at what is happening around the world, it’s clear that the way organisations tell their ‘stories’ has changed.

Now marketers and publishers need to produce a constant flow of new content, but it can’t be just any content. It has to be relevant, remarkable content. Why, because prospective customers and/or readers want helpful information.

Put simply, content marketing is producing and distributing material that is valuable and interesting to your target audience.

Content can refer to words, images or audio-visual material, but the most common forms of content are blog posts, articles, eNewsletters, videos, webinars and eBooks.

Just writing a blog post and publishing it on your website won’t do the trick. Skilful content marketers are able to exploit the opportunities available online to position their organisation as a thought leader, to dominate search engines and social media platforms.

When you regularly publish blog posts, white papers, articles, speeches, research studies and other content that appeals to your target prospects, you accomplish two objectives:

1. Boost search engine optimisation: Every piece of content on your site is another chance to be indexed in search engines.

2. Build trust: Having useful content on your site helps web visitors through the engagement and/or buying process. The more they rely on your organisation as a source for education, the more they will grow to trust you and turn to you when they need services.

If you don’t have a content marketing plan, or you’ve stalled in your efforts, perhaps it’ s a good time to revisit it.



To mark the launch of InBetween Media’s new website, we are offering all those who sign up for our occasional blog updates,  a free eBook – a writer’s guide to content marketing.

More on blog updates: From time-to-time we will release original writing that includes journalism, blogging, news and links to other online resources that would be helpful to those working in media, marketing and business sustainability.

Subjects covered will include:

  • new and traditional media
  • corporate sustainability and communication
  • business-to-business media and marketing
  • digital platforms and content marketing
  • writing, journalism and editing
  • professional publishing online and in print
  • analysis, opinion and blogging

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