Can’t anyone produce content?

For sure. Anyone can create reasonable copy but creating great quality, targeted, engaging content is much more difficult. And, who, running a business has the time and energy to devote to producing great content.

Writing and industry knowledge needs to come together to produce great content. This requires time and skill to execute. The time of a business owner and their staff is better spent on running the business and looking after their customers. 

Not everyone can produce engaging, quality content that connects with a target audience long enough for them to stay on the page.

This is one of the reasons why businesses struggle to find skilled in-house content creators who can write on, shoot and post about their products and services. The primary focus for owners is usually their KPIs. Content, although important, is buried deep at the bottom of their To Do list.

Content was once regarded as ‘King’ but is king no longer. Today Content is the Kingdom wrote content guru Lee Odden in his book Optimize.

There’s no doubt about the importance of content marketing. There’s even a content marketing institute whose sole mission is to advance the practice of content marketing.

It wasn’t so long ago that the Content Marketing Institute surveyed more than 2,000 businesses from around the world about content trends. The results were off the charts.

  • 91% of B2B marketers use content marketing to reach customers
  • 86% of B2C marketers think content marketing is a key strategy
  • 63% of businesses don’t have a planned content strategy
  • 72% of marketers say content marketing increases engagement

Even though between 86 to 91% of B2B and B2C marketers believe content marketing is a key strategy to reach customers and 72% of content marketing increases engagement, only 37% of businesses have a planned content strategy.

Businesses know they need content but don’t have the time or resources to pull it together.

Content creation companies make it a lot easier for businesses to produce content. They can source the right content creator for the specific purpose they’re engaged for.

Most businesses don’t have a dedicated content marketing team. Content marketing companies exist for this purpose, to provide businesses with quality targeted content so that the staff can get on what they’re employed to do.

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