We’ve all heard about how important content is to create, publish and promote, but often people don’t understand why they are doing it.

Most brands or businesses have up-to-date branded social media profiles, and try to utilize them correctly to speak to their audience about a variety of topics, but it can be difficult to know why it is important.

Change or create?

Knowing your brand, and what it “is” is a vital aspect for any business; content is a critical aspect of your brand identity as well.

Your content is one of the first things people will see, thus creating a strong first impression that will instantly grab the attention of people- this is very important. What content you put out, can drastically influence what your brand is, and who it attracts.

Many old-fashioned or established companies often want to demonstrate they are still relevant to the modern marketplace and keeping up with the times. Often times showing a distinction among these more traditional businesses is a great way to utilize content. Conversely, new brands can use the relative fresh reputation to create content that can excite people.

While it can be easier said than done, creating compelling that drives sales is a pivotal aspect for creating content.

Matter of Opinion

Like many things in this world, everyone has different tastes and perceptions as to what they like, what they think is worth while, and what they might purchase. Online and digital content is no different, with different brands targeting different people and lifestyles. Even brands that sell the same product, can have vastly different content strategies.

Budweiser’s content pushes excitement, youth and partying, while a beer company like Dos Equis seems to push a more sophisticated and mature experiences. While both companies sell the same product, both have drastically different content they use to sell and create awareness for their product – connecting with a lifestyle is key.

Creating Accessibility  

Content is now meant to eliminate the sensation of inaccessibility, by welcoming people to come learn about your brand online (Twitter, Pinterest, etc.). A decade or two ago, content was more of a one-way streak, while now thanks to social media and the internet in general, it is much more accessible, and people can interact and feel closer to the brands they like or are aspiring to buy (e.g. Rolex, Tesla Motors).

Having accessible content that creates dialogue is very important to both your brand, and to your potential audience/clients.