What Can Great Content Do for Your Business? Experts Weigh In.

June 17, 2013


An unintended consequence of businesses developing more of an online presence is that customers can feel as though the selling process is done entirely through robots.

While researching products and services and making purchases online is convenient for the customer, it does not replace the value of having a face-to-face, informative conversation with you.

This is where content comes in.

You, of course, want potential customers to visit your website and to learn about your company, but it is important to add to their experience and make it more personable. Content does this by creating a conversation with the customer that develops trust with your business. It alters the way the buying and selling process works (in a good way) by establishing you as an expert in your field and allowing you to have a conversation with your prospect.

Below you will find highlights from expert articles on a few of the ways you can use content in your business.

What Can Content Marketing Do For Your Business? Infographic | Fiore Communications

(Feel free to use this graphic on your website or blog. Just link back to this post to give us credit.)

On Creating Your Brand

Are you looking to build your company’s brand, but you’re unsure where to start? Posting relevant, high quality content is an excellent way to “create a story” about your business and to ultimately form a brand.

Think about when you read the company descriptions on the back of a box of cookies or cereal. They often tell the customer a story about where, how, and why the product was made. That specific content helps shape their brand, makes it unique, and makes it something you’ll remember. Content can be used to showcase what makes your business one of a kind, or to write about interesting stories that relate to your business. Annetta Powell explains more in her article, How to Build a Brand Using Content Marketing.

On Acquiring Referrals

Generating referrals is an essential part of expanding your client base. However, getting these referrals is not always easy. Working with partners is a superb way to form a relationship that can lead to new referrals and clients. Posting “invited content” on another blog, writing original posts on your own blog and sharing content with your partners, are just a few of the ways your words can help you generate referrals. Learn more in John Jantsch’s post, How to Use Content to Generate Referrals.

On Closing Sales 

Closing sales is undoubtedly a process. There are steps that each customer takes in order to make a purchasing decision, and it is critical that you cater to your potential customers’ needs each step of the way.

Providing your potential customers with content is a helpful tool to use throughout the buying process. It works in the beginning stages to educate them and answer any questions that they may have, it enables sales by addressing any direct questions or concerns, and it can be used with existing customers to continue to help them with your product. Caroline Watts expands on this in her post Beyond Lead Generation: How to Use Content for Sales Enablement, Lead Nurturing, and Retention.

Jeff Machado Headshot | Fiore CommunicationsJeff Machado is a content marketing strategist at Fiore Communications. You can follow him on Twitter and say hello.


  1. What Can Great Content Do For Your Business? Ex... says:

    June 17, 2013 @ 10:44 pm

    [...] Great content can do a lot for your business. Find out what these experts have to say about content marketing….An unintended consequence of businesses developing more of an online presence is that customers can feel as though the selling process is done entirely through robots.While researching products and services and making purchases online is convenient for the customer, it does not replace the value of having a face-to-face, informative conversation with you.This is where content comes in.You, of course, want potential customers to visit your website and to learn about your company, but it is important to add to their experience and make it more personable. Content does this by creating a conversation with the customer that develops trust with your business. It alters the way the buying and selling process works (in a good way) by establishing you as an expert in your field and allowing you to have a conversation with your prospect.Below you will find highlights from expert articles on a few of the ways you can use content in your business….  [...]

  2. What Can Great Content Do For Your Business? Ex... says:

    June 18, 2013 @ 11:41 am

    [...] …An unintended consequence of businesses developing more of an online presence is that customers can feel as though the selling process is done entirely through robots. While researching products and services and making purchases online is convenient for the customer, it does not replace the value of having a face-to-face, informative conversation with you. This is where content comes in.Y ou, of course, want potential customers to visit your website and to learn about your company, but it is important to add to their experience and make it more personable. Content does this by creating a conversation with the customer that develops trust with your business. It alters the way the buying and selling process works (in a good way) by establishing you as an expert in your field and allowing you to have a conversation with your prospect.Below you will find highlights from expert articles on a few of the ways you can use content in your business….  [...]