Content definition

Content refers to all information that a company provides to its customers in written, visual or audio form. These can be blogposts, videos, podcasts, infographics or social media posts. Content is used to address one’s own target group in the right way, to inform, to entertain or to move them to action.


Why is content important?

Good content helps you do that:

  1. Build trust: High-quality information shows your audience that you are an expert in your field.
  2. Strengthen your brand: Through regular and consistent content, you can build a strong brand identity.
  3. Increase your sales: With the right content, you can accompany potential customers on their buyer’s journey and lead them to conversion.

How do you create good content?

Creating good content starts with a solid content strategy. Here you define goals for your content and identify your target audience as well as their needs and interests.

A deep knowledge of your target audience also allows you to develop a custom-fit buyer persona. This semi-fictional model of your ideal customer helps you select relevant topics and adjust the tone of your content to resonate with your target audience.

It is also important to point out that the success of your content is determined not only by its quality but also by how well it is distributed. Therefore, you should consider which content distribution channels are best suited to reach your target audience.


The importance of good content cannot be overestimated: It can both increase trust in your brand and help generate new leads and convert them into customers. By following a clear strategy and always keeping in mind the benefits for your target audience, you can ensure that your content is effective.

If you manage to incorporate your USP into your content, you can convert your target audience into paying customers even faster. And if you now want to find out how to formulate your USP, we recommend our article on this: USP Marketing – Define your unique selling proposition in 7 steps.