By Steve Higgins

Quality content has become a staple of the marketing world because meaningful, relevant stories draw people in on a deeper level than straightforward sales pitches. Companies and organizations large and small are using professionally produced content to engage potential clients, increase sales and encourage customer loyalty.

If you’re a business owner, you have a story, and you have several ways to tell it:

  • Social media sites allow you to inform people about your services and activities in real time and give your customers a way to communicate with you as well.
  • Case studiesshow in more detail how you serve your customers’ needs.
  • White papers illustrate your knowledge of the issues that concern your customers.
  • Articles and blog entriesdisplay your industry insight and awareness, provide another way to showcase your products or services, and allow you to differentiate yourself from competitors.
  • Webinars and videosoffer useful information and illustrate your expertise.
  • Your company history reveals the dedication and experience you bring to the table.

To be effective, each of these marketing strategies requires three things: First, the stories you tell must maintain a continual focus on the needs and goals of your current and potential clients. Second, your content must offer useful information rather than focus on selling. Third, it has to be an ongoing process, a two-way communication effort that grows over time.

Your target audience is anyone who may benefit from your products, services or insights.

One more thing: You have competition, so your content needs to be interesting. Keep it short, use visuals, and focus on your ideal customer. What do they want to know? What do they need to know? What do you offer them?

I’m a business copywriter and financial writer with more than 25 years of experience. For high-quality online content including website copy, blogs, articles and white papers, contact me at

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