Content insights from growing companies

Insights from our webinar on taking your content (and business) to the next level

As a small or medium-sized company focusing on business growth, you may be struggling to figure out what to do about your content. How can you create content that supports your growing company? How can you create systems that scale as you grow your content team, enter new markets, publish on new channels, or target additional audiences? And how will you know if the effort and resources you put towards content is worthwhile?

We recently partnered with Kaizen Consulting to deliver a 12-week webinar about content marketing for business growth. Our participants were business leaders from throughout North America and Europe. Their businesses included product and service companies and had both B2C and B2B audiences.

We asked participants to share their key insights and “aha” moments so that we, in turn, could share them with you. Overall, people were surprised by how much they needed to think about when it came to content, but also by how much they can accomplish when they commit to small, consistent steps forward.

Here are their top 20 content insights:

Audience first

  • Focus each piece of content on what empowers your audience, not your business.
  • Structuring content helps both your audience and your team.
  • Talk directly to your target markets. Don’t create content for “everybody.”
  • Write for humans, but be mindful of SEO.
  • Research is key. (And it doesn’t need to be hard.)

Content teams come in all sizes

  • It takes a village to create content. It’s never just a team of one.
  • Different skill sets are needed for different kinds of content.
  • Defining content processes and roles can save time, money, and a lot of headaches.

You’ve got style

  • If your content has different styles and voices, it should be by design.
  • Use simple sentences, even for complex topics.
  • Avoid making crap. There’s too much of that out there already.
  • If you’re telling a story, there needs to be a villain and a hero. (And the hero should look a lot like your audience!)

Stay focused

  • Keep a tight focus and purpose for each article. Don’t cram everything into one piece of content.
  • Don’t try to do too much on too many channels. Do only what you can do well.
  • When you’re planning content, think in terms of concepts not copy.


  • Web analytics answer the question “what’s working?”. Audience research and quality metrics answer the question “how can we improve success?”.
  • Content should have a measurable impact on the business.
  • Content marketing may require a committed effort over a long period of time to show results.

Just do it

  • Wherever you are right now is the right place to start.
  • Find the tools and technologies that make life easier for your team.

Further reading

Growing your business? Take a time out from content.

Our content strategy services