The way the Internet works today, content in the form of blog posts or web magazine articles are extremely important. Brands that just use their website to catalogue their products have to spend more on paid traffic to run their business. A web magazine or a serious blog should become an essential part of a brand’s SEO/organic strategy. The investment of time, effort and money in such an aspect of a brand’s PR strategy has a very long-term ROI. Besides the gestural value of constantly updated content, the content itself clarifies the brand’s opinions and values and makes it easier for consumers to make a choice.
A robust content strategy also helps a brand develop a community by clearly identifying itself with issues, talking-points and ideas. Big brands often choose to remain un-aligned and neutral in order to be more inclusive. But for small brands with limited budgets, content is often the most concrete way for them to connect with potential consumers.