For many years, content has been king or queen. Engaging with customers through social media, blogs, videos, newsletters and good ol’ tried-and-true mailed pieces and brochures are a priority if you want to grow your business.

But what are some qualities that businesses with solid content creators have? Glad you asked. Here are five that separate the good from the not-so-good.

They know their audience

This is Marketing 101. You need to know who you’re addressing before you put together an effective plan. What do your potential customers need and how might your business take care of them? Cater your message to people who support your business and others who are weighing you against the competition. Make your content relevant and people will be willing to give you a chance.

They are consistent

A mix of almost-daily social media posts, weekly blogs and monthly newsletters will keep you in the public sphere. These vehicles also give you the opportunity to advertise your specials, promote upcoming events, give behind-the-scenes looks at your business and spotlight customers. On that last point, third-party endorsements are infinitely more valuable than your company talking about itself.

They have a distinct voice

There’s a big difference between messaging done by a party supply store and a funeral home. Both need to connect with their customers but have to do so using vastly different voices. Your business’ personality can go a long way in separating you from others in the market. Be approachable. Be friendly. Be fun (if appropriate). Be serious (when you need to be). Most important, be appropriate.

They know when to ‘borrow’

There are many thought leaders in your industry. It doesn’t hurt to use some of their material (with proper attribution) in your messaging. It’s easy to do on social media by hitting those “like” and “share” buttons. But if you see someone who has created a clever ad campaign or video series, adapt it. It shouldn’t be a carbon copy but we could all learn a little from people in our lines of work.

They use analytics

This also ties into knowing your audience. Check out engagement with everything you do. Use unique codes in mailers. Try Google Analytics to see how your blog is doing. Keep track of how much your followers are sharing or commenting on your social media content. You want to make sure your messaging counts and improves your standing in your industry. Coincidentally, that will have a direct impact on your bottom line.

West Press’ talented staff is here to help you each step of the way — from graphic design to printing to mailing services to large format to website development. Contact West Press or your Account Executive at 520-624-4939 today.