Blog content

Make your content matter

Liz Waterhouse, head of public relations and content at specialist marketing agency FIG, shares some tips on how to help your content cut through the noise.

HubSpot’s 2021 State of Marketing Report found that 82% of marketers use content marketing to educate customers and prospects about their brand. Yet with so much content and so many channels, audiences turn off and filter out all but the most important content.

Whether the content leads directly to a purchase decision or contributes to brand reputation, it should be engaging and relevant to your audience. To truly break through the clutter of emails, tweets, posts, and ads, your content needs to resonate with your audience and tell them a story they want to hear.

So what makes good content?

Know your audience

Understanding who you are targeting is essential. What do your prospects need? What are their “pain points” and how will you solve them?

What’s your hook?

In a world overloaded with marketing hype, you need to give people a reason to listen to you. Your content should tell a story that will appeal to your audience. What message are you sending? Is it worth saying? Why should they listen to you? Be different, but be authentic.

Use keywords

Keywords matter for SEO, so make sure your content is visible to Google and other search engines. Think about the keywords your audience might use when searching online and incorporate them into your content.

Promote content on social media

Sharing your content on social media will increase its visibility and also help build trust through engagement. Loyalty is so important in a crowded market, so try to create brand “champions” (passionate customers who will shout about your brand, products, and services and share your accomplishments with their followers).

Be visual

Your content can be amazing, but it needs to come alive with creative images or videos. According to HubSpot, video is the number one format used by marketers, so use it when you can.

To be coherent

Irregular posting of content is inefficient – you need to post frequently to grow your audience.

Play the long game

The optimal length for a blog is around 2500 words, but it should be high quality content without gibberish!

Use a call to action

You want your audience to engage and take action, so always invite them with a clear call to action.


Need help?

FIG is a creative marketing and B2B PR agency and we help our clients grow their business through integrated marketing campaigns, including PR, content and social media. If you want help, visit or call us on 01457 857111.