MATT HIGGINS

Whether you’re a DTC or B2B with a CPG or SaaS, you need marketing. In the same way there’s a dizzying number of acronyms in this digital age, there are almost too many levers you can pull. What do you do? Well, you should come up with a plan, but if you do anything, do content marketing. Content is the one marketing lever that’s always the right thing to do. Regardless of your audience, no matter your product, always content.

Here’s an easy example. At the risk of making you suffer another acronym, CTV is an amazing marketing lever. It combines the power of traditional TV advertising with the targeting and cost-friendliness of social media, but it might be a hard sell as good use of budget for a SaaS product. Great if you have a new soda but probably not ideal if you have a farm management software. You know what always works in both cases? Content.

So why is content always a right answer? First reason is the most important and it’s the audience. If a customer or potential customer visits your website, the longer they stay, the more likely you are to convert. And the more valuable information you have for them the longer they’ll stay. This isn’t just about a single conversion. Content can impact lifetime value of the customer, average order value, loyalty participation, and more. The right content is like having a salesperson right with them as they navigate the site. Even better, content makes that salesperson sound like a trusted friend or authoritative expert or both.

In order for anyone to visit your website, they need to find it. Even with all the secrets, tactics, and best practices, the absolute foundational factor in SEO and AIO is and always will be content. The more on-point content you have the more the search engines will value your website and the more AI will see you as a source.

So how much content? The answer is there’s never too much overall content on the website as a whole. Your landing pages can be uncluttered and lean if that fits the needed style, but you can also have as many layers to the website as you want. Keep adding more and more content. Go deep. The more content you add the more likely the content will help the audience’s experience. The more content you have the more your brand will be able to showcase its expertise and authoritativeness. All that combined builds your trustworthiness. Experience, expertise, authoritativeness, and trustworthiness might sound like a familiar combination because this is exactly what Google says it has built its algorithm to find and value. You want enough content that it satisfies the E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) standard.

Content can also be multipurpose. You can have the content created for value emails double live on your site. Better yet, have the full version of the content on the site and just enough to hook in the email. In this case you’re really doing what you should do with the on-site content, which is use it to drive traffic.

So, while successfully marketed brands and products pull multiple levers such as paid social, CTV, and email, nothing works as hard for you as content.