Every business needs content in order to be found in search, and to differentiate them from the competition. Without quality, helpful content (and lots of it), you’re lost in a school of fish that are all the same color. Who’s going to find you? Who’s going to pick you?
The trouble with content development is that it can be expensive. Website copy, blog articles, e-books, reports—they all take time and effort (and dollars) to produce. However without them, you really can’t do an effective job of marketing your business—especially in the social age. It’s the classic chicken-or-the-egg syndrome. The more social our businesses become, the more we need that variety of content that speaks to our listeners and helps them solve their problems so we can A: get their attention, and B: develop relationships with them.