creating content

A brand needs to think about information that niche audiences want to know.

Building an effective content strategy to reach buyers is essential for the success of a business.

Content which is easy to consume ultimately leads to greater financial returns.

Encouraging the target market to consume content rather than lose them to all the options available is a constant challenge. Some businesses seem to switch from strategy to strategy without investing the time to allow any single approach to take root.

This leaves consumers confused as it makes the business seem untrustworthy.

Given below are ways to create easy-to-consume content. 


If content is created out of speculation, the audience might not want to consume it. Thorough research will show the audience that a business cares about providing them with relevant content.

Content research can include a combination of things, like looking at top spots that rank in search engines, content that is marked by social shares and engagement and keeping updated about what others in the industry are writing, sharing and talking about.

Content research ensures a company’s brand visibility and web traffic. Research also helps to understand target audiences better.

Being True to the Brand Voice

Its content has to be aligned with the voice of a brand. Brand voice plays a significant role in helping a brand stand out. Crises do not mean that a business has to stray from its mission, as its purpose remains the same.

This is the time to create useful content. For instance, the content generated can provide information that can help buyers get through the crisis.

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It can also offer thought leadership on the future of the business. For instance, the Big Birge Plumbing Company site has a great design, uses original photos and displays the company’s humorous personality.

Their writing is clever and punny:  ‘Don’t let our money go down the drain.’ This element of fun is also carried over to their social media presence. 

Think Like a Publisher

Publishers start with a content strategy and focus on the mechanics of delivering that content. They define and carefully identify target audiences and then decide what content can meet their needs.

They also consider a few questions: Who are the readers? What are their motivations? How can I engage and entertain them? How can I encourage them to make a purchase? Producing effective content is not only about an egocentric display of products and services 


It is important to stay true to the established rhythm of a business. Providing consistent quality of information can help build trust. A regular strategy helps to create a better customer experience.

Consistency is a tool for lead generation that should not be underestimated. If a business becomes known for high-quality content , visitors will come to its website whenever they are looking for information about their field of expertise.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.