UMSL Business Blog

Is Content Really King?

By Drew Dubis


In a world saturated with messages by individuals and brands, content creation and implementation can be very difficult. Come learn a few tips and tricks on how to pick the best strategy for you!


A few questions come to mind when deciding what the best content strategy is for your business. If you haven’t asked yourself these questions already, make sure to do so after reading.

  1. How and where does your target audience consume information?
  • If you have written personas for your target audience, I’m sure you understand who they are and why they would want to do business with you. That’s a good start. Now you must figure out where they consume their information and what forms of content speak to them. For example: Jane, age 23, spends five hours a day on Instagram looking at photos of street wear. This specific data can be hard to obtain, especially on a budget, but you can still set up customer inquiry interviews to find this out.
  1. How does your target audience make decisions on what they purchase, as it relates to your product or service?
  • The data that answers this question can also be attained in the customer inquiry interviews as mentioned above. You can ask questions in these interviews such as, “Where do you go for information before buying product x?” or “what sources of information give more credibility to product x (blogs, customer reviews, social media, etc.)?” This information is important because it will give you insight on what platforms you should be focusing on.
  1. How much quality content are you able to create?
  • This is the part when you execute on what you learned in the customer inquiry process. Now is no time to get lazy or careless. I have seen it countless times before, marketing manager Tom heard from marketing guru Jerry that you should post five times a day no matter what. This strategy might work for some brands, but if you don’t have the time or resources to make each post effective, then you are doing yourself a disservice. It is better to pick one or two platforms you can excel on rather than trying to do too much. At the end of the day, the biggest goal of digital content is to drive people to your website and get them down the sales funnel.


Lastly, I want to leave you all with one more thing when it comes to making sense of your content marketing plan. Make sure that you are CONSTANTLY monitoring your feedback loop. If things aren’t working, reassess the situation and test new strategies and tactics.


You made it to the end, thanks for reading! If you enjoyed this blog, strategically share it with a friend on your social media!