A lot of times, business owners or marketers can have a hard time putting company dollars towards content creation when they’re unsure it will get them anywhere. They see it as a cost. And without a strategy, it can be. But when done right, you’ll realize it’s one of the best ways to improve your business!

So when is it time to invest in content creation? 

Here are 3 things that would show that NOW is the time to invest.

You’re struggling to keep up with your competitors

If you’re constantly wondering why people are always choosing “the other guys”, it could be because your business has not put enough effort into building a brand image.

Brand image is important because it can affect how people think of your company. If you want to be taken seriously in the eyes of customers, it's crucial that they know what your brand stands for. The bottom line is, consumers will buy from brands they trust and like. If your brand doesn't have a good reputation, people won't want to do business with you and may even recommend against you! 

To establish a brand image, businesses need to create content that clearly reflects their values and builds customer trust. Content creation is the perfect way for companies to communicate what they do, why they do it, and who they help in a simple and straightforward manner. 

The more consistently a business can share this type of information with its audience, the greater the opportunity will be for them to build relationships based on clear expectations about how their products or services solve problems. 

Your leads never end up as sales

Haven’t we all been there? Sending a cold email to a dream client, crossing your fingers that they won’t ignore it. Or getting a direct message on Linkedin from a person you’ve never talked to, asking if you’d be interested in this or that?

We get it. Sales can be hard. And if you struggle with sales, that’s a good signal you need to invest in content creation.

But first - you need to shift your mindset from the “sales” perspective, to a “partnership” perspective.

The goal with creating any type of content is to share VALUABLE information with your target market so they will want more from you. We’ll say it again, you need to bring VALUE to people. You can’t just take their money. You need to help them make money in return.

With content marketing, you can reach out to potential customers by providing valuable information they want to see instead of pushing them with useless or irrelevant information. You establish yourself as an expert in their field while also building trust and credibility with them so when you do need to sell something, they'll listen more attentively.

When you have created quality content, then it becomes easier to convert those leads into sales because they already know who you are and what value they can get from working with you.

Your web traffic or social media engagement is suffering

When you want to increase engagement with your customers, content creation is a must. 

You can create all the social media posts in the world, but if they are not relevant or engaging it will be difficult for your audience to connect with them. 

For social media, the simplest way to improve engagement with your audience is by creating more quality content. It’s not just about having good photos, videos, and resources, but actually posting regularly and sharing it on social media. Even better than simply doing the bare minimum...is adding value to your posts. By giving away free information or resources that are helpful to your readers, they will be more likely to engage with you since you have provided them something of value for no cost at all!

Keep in mind, engagement on social media means nothing if it’s not helping you bring in business. Use your social media posts to develop clear and easy to understand CTA’s - and guide people to your website! 

If this article has sparked some interest (and maybe has told you now is a good time to start creating content), book a free content audit with us today and we’d love to help you get started!