From sales decks and e-books to product descriptions and email blasts, all companies create content in some form or other. Businesses need content to explain and communicate.

Whether you do a little bit of content or are highly committed to content creation, your business will always benefit from doing content well. Here are ten commercial reasons for your organization to invest in content:

1. Brand Awareness

1. Targeted content will drive traffic to your website and raise awareness of what you offer. Name recognition and the credibility that good content brings to your organization will strengthen your brand. How people think of your business is a key driver when it comes to actually making purchases.

   
   

2. Subscriber Acquisition

   Good content creates subscribers. By converting your visitors into subscribers, you are building the future of your business. Most studies show that subscribers to an organization are predisposed to spend more with that company over time. Just ask Jeff Bezos about Prime.

   
   

3. Audience Development

   Content helps you build an audience. You then need content to feed the crowd. You can't email out newsletters devoid of news. You can't run an industry event without a program. You need to keep producing for your audience, and that requires content.

   
   

4. Sales Enablement

   The best sales collateral forms part of your organization's wider content program. Invest in content as a business, and you will be priming the sales team with collateral that drives acquisition.

   
   

5. Customer Acquisition Costs

   Effective content throughout all stages of the buyer's journey brings down the cost of acquiring a new client. Good content can be used for acquisition time and again, and often repays your initial investment many times over.

   
   

6. Customer Loyalty

   Once a client is secured, the hard work starts over. Content is a great way to show your customer that you care. Nobody forces you to offer great content.

   
   

7. Differentiation

   Content is the perfect vehicle for expressing your difference, the unique proposition that positions you in the marketplace. Your core value proposition is what gives you the confidence to go out there and be a publisher in your field.

   
   

8. Customer Service Costs

   Nowadays, people want self-serve information. They want to figure things out for themselves. A commitment to content will not only keep your client informed about your product and services but help manage customer service costs.

   
   

9. New Revenue Streams

   Good content sells. Get masterful at your content, and consider licensing it for additional revenue. Seek sponsorships and cobranding opportunities. Think like a publisher.

   
   

10. Long-Term Asset

    Content is an asset to your business. The more committed you are to your content programs, the more valuable your content investment will grow over time.

    
    

Embrace content as a business. Fully integrate it into your internal structures and culture. Content brings clients and companies together. And content done well will set your organization apart.