Content, like service, can’t be an afterthought

Marketers should approach content the same way they approach product development or customer service—with continuous, high-quality results. But too many companies treat content as secondary to other business initiatives, with severe consequences. Here are three ways a poorly executed content strategy can hurt your business.

Lack of consistent quality reflects poorly on the quality of your organization

When potential customers engage with you, content is often the first thing they encounter. If your content lacks an air of expertise or insights into your particular vertical, those buyers have few reasons to continue exploring. Show prospects you know your business no matter how and when they engage your content.

Infrequent updates make it look like you’re out to lunch

Do you randomly close up shop in the middle of the day? When you don’t publish regular content, you might as well tell your customers you’re not home. Don’t deliver the message that you don’t care, or simply have no message st all.

Don’t publish for publishing’s sake

Companies pay hundreds of dollars to put high-quality content on their sites, even for just one post. You can save on costs with a long-term strategy and achieve the consistency and quality you need to become a powerhouse in your market.

Approach content the same way you approach all other aspects of your business—deliberately, with forethought, and with an investment strategy in mind. Like most efforts, content is a long-term strategy that can produce dividends when done correctly.