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Make Your Content Matter

Kapil Vaishnani
by Kapil Vaishnani  |  31st Aug, 2016 in Buzz

What is the first thought that strikes before creating a website?

user experience…

visual design….

information architecture…



content management system…

oruser research…

And…..the main thing?


If there is anything that can set your website apart from the glut out there, it’s good content. It is the only thing that can help you chisel your brand communication for your target audience. All the other aspects of your website, including visual design, structural layout and information architecture play second fiddle to content.

“Content-First” approach

Design is aesthetics and not of much use if not supported by moving content. Your design, however great it may be, only enhances the effectiveness of your content.

Still wondering why? Because….

Search Engines Love Content

Search Engines are the only means your TG has of finding you. Therefore, the onus is on you to create that content which your audience wants to see. Personalized Content is all about how well you understand your customers. If the people who read your content feel that it addresses their interests and requirements, they will feel cared for.

Content Connects You to Your TG

While websites hold limited quantum of content, you can publish fresh content everyday via blogs. Invite users to leave comments on your blog and respond to these wisecracks promptly.

Content Speeds up Production

Without content, your design may have to go through endless cycles of revisions. This may slow down the process of web development. Getting the communication right can cut down on the delays and speed up the production process.

One thing you need to keep in mind while developing a content strategy is to dip into data and analytics. Your web content should be interactive and meaningful to your readers. This will produce moving and effective outcomes.

All said and done, effective Content Marketing is directly linked to return on investment (ROI). Strategy and creativity lies in affordability. There are lessons for small businesses in how big companies do it:

IBM runs a series of blogs that have a large fan following. In keeping with its 130-year-old-legacy, the tech company keeps the dialogue going by producing authoritative, technically-correct, useful content for its blog tribes and online development communities.

GE combines creativity with arresting photography with its Instagram posts. It proves that technology and science need not always be nerdy.

Did you know that Bill Gates was the one to invent the phrase – Content is king? Microsoft publishes its brand stories in a big way, using many neat designs and quirky photography.  Any surprise that Microsoft is among the first few enterprises to launch a corporate blog, when the term blog was Greek and Latin to many.

HubSpot, with 7 blog streams in the pipeline, HubSpot produces tons of content, every day. It even manages to funnel users based on a study of the pull factor of its content.

Networking company Cisco’s e launch of its new router on social media unleashed the power of content marketing on social media.

Toshiba made its mark by using content marketing as an effective B2B strategy. It came up with “Smart Community” Campaign to create awareness about renewable energy solutions. The campaign expanded its social media (LinkedIn) followers to 160,000, across the globe.

Marriott chain of hotels decided to go that extra mile by coming up with its own global creative studio to publish entertaining pieces of content on the travel industry. The outcome? It made Marriott one of the best-ever travel content publisher across the world.

InVision In a world where keyword-stuffed content, cookie-cutter posts and link-bait listicles are what many companies focus on, InVision has decided to show behind-the-scene views of its company. The result? A reader base of 700,000 keen to lap up interviews with its design teams and running engaging features on Prezi and Netflix.

Yet, you don’t have to follow any of these examples. You can create your own content type and strategy. Not only do you have to think about what content to publish, you must also understand why you have to publish it. Else you don’t have a content strategy in place.

Get on with your research – Understand what there is to know – Practice it day in out – and promote your content. That’s all there is to content marketing.

Kapil Vaishnani

Founder - Chairman, Litmus Branding Pvt. Ltd.
Kapil Vaishnani founded Litmus in 2001 to water his passion for creating brands. Kapil’s a creative brain hitched at business. He firmly believes that focused communication is the key and it must carry a purpose that serves both brand and business. Simplicity is Kapil’s power gear that has shaped some of the prominent brands in India and globally. His passion-filled sportsmanship with multi-disciplinary talent is brimming with experience of 20+ years. Talk sense and he is all ears.