5 moments when it’s time to double down on content marketing

Content creation is a tactic that requires constant attention, but it can be easy to let your efforts slide. Here are five indicators that it’s time to get back on the horse.


There are so many reasons to put off making content marketing a priority.

You have a never-ending to-do list, and you don’t have time to think about blog posts or whitepapers. You know you should be working on building your brand, but you’re too busy working in your business.

Stop sacrificing your long-term future for short-term wins. The best time to start content marketing was yesterday, but the second-best time is now. It’s not too late to change your company’s future positioning in the market using content. However, waiting for the opportune moment will only hurt your organization.

Luckily, investing in content marketing will actually help you to more effectively accomplish the other things on your to-do list. Here are a few common trigger moments that reveal it is time to step up your content game:

1. You’re trying to raise or have recently raised funding.

You need investors to trust you. Putting out content that demonstrates your expertise and builds your industry influence is a phenomenal way to build this trust.

Getting published helps build the credibility you need to close the deal. If you’ve recently closed on a round of funding, now is the time to double down on growth by positioning your website as a top industry resource. It should be chock-full of informative blog posts, educational whitepapers and newsworthy insights for your industry.

2. You have new leadership.

Using content marketing to position the members of your top brass as thought leaders in your industry is an effective way to bring exposure to your company.

This is especially true if some of these leaders are new to their respective roles. Putting names and faces behind your company humanizes your brand and builds trust with your prospects. People want to do business with people, not a faceless company. For new company leaders, this is a particularly effective way to quickly boost their recognition, so try using guest-contributed articles and press mentions in respected publications to spread the word.

3. You’re launching a new website.

Spending time and energy on a new website is an important step for your business, but how are people going to find it?

A beautiful website is a great marketing tool, but it needs content if it’s going to be a successful. It’s critical that you create valuable content that lives on your new website and off-site content that links back to your new digital home.

A quality blog is the bread and butter of an effective website. Don’t invest in a new car only to neglect buying the fuel.

4. You’re expanding your target market.

If you take the time to create content that will serve your new target demographic, you’re equipping your sales reps with the information they need to convert leads to customers. Figure out what the members of your new target market need to know and what questions they’re going to ask, then create a blog post or infographic that addresses those concerns.

5. You’re releasing a new product or service.

When your company is coming out with something new, you must get the word out there to your new prospects. This is a time when you need to invest in reaching out to new leads, educating them and nurturing them.

Create an article for a specific publication, a blog post to educate prospects who make it back to your site and email drip campaigns to nurture those new leads. If you have content that shows consumers they can trust you and your new offering, they’re more likely to become customers than if you merely threw sales pitches at them.

When something big is happening with your company, it’s easy to get caught up in all of the little things that need to get done. Try to consider those big and exciting moments are opportunities to get your company’s name out there and generate conversations.

Matt Kamp is a senior vice president at Influence & Co. A version of this article originally ran on the Influence & Co. blog.

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One Response to “5 moments when it’s time to double down on content marketing”

    Lum says:

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