Why Writing Content Isn’t the Most Important Thing

I suppose this sounds strange coming from a copywriter. Surely the clue is in the title; copywriter. The name suggests that I should deem writing content as a pretty important part of the marketing process.

I do, of course. However, I am under no illusions that what is written can only truly be effective if it is delivered to the right audience, in the right way. I accept that generating content on behalf of a client, whatever the medium, is just the first step of the journey.

We work with clients across a broad range of sectors and industries. It means that the goals we are working towards are constantly changing. One week, we may be asked to generate interest in a specific product or service, the next, improve brand recognition for a particular firm. Although the ambition of the campaign may therefore change, the success of what we write is always dependent on how it is delivered.


As business storytellers, we can work with you to uncover and refine a unique story, one that benefits you in a corporate environment. We see telling stories as the key to humanising a company, and the way in which you can create a link with your potential target audience.

Telling an engaging story should always be the main purpose of your content, but it is the method you deliver it through that is the most important thing.

Successful delivery of content can be achieved in different ways;


Understanding Your Audience

Firstly, it is about knowing your audience. Not just who you would like to work with, but also who is likely to read what you write. These are often two distinct demographics. There are subtleties to the way that content can be written and shared that rely heavily on this clarification. The thing to remember though is that this is a fluid process. As your company and the markets you trade in evolve, so will your audience.

Consider All Available Tools

Secondly, you must utilise the tools at your disposal. Do you have great content to share? Then understand where will it be best received. For a B2B business looking to attract managing directors or CEOs, Twitter is likely to prove quite fruitless. LinkedIn on the other hand allows you to share your content to a carefully collated network, helping you to underline your credentials to the right people.

Consider the value of print too. No longer the norm, printed materials can separate you from competitors who religiously send a PDF attachment. Are you selling something physical? Then give them something physical to hold in the form of a glossy, weighty brochure.

Always Be Consistent

Lastly, constantly think about consistency. We often work with clients on quite a specific area of their business. This could be a weekly blog for example, or management of their social media updates to Facebook and Instagram. Whatever the service, we generate a style that is specific to the company. For this, we focus on their values, their audience, their market, and their end goal.

The frustration comes when we see other areas of their marketing that contradict our own. It could be in terms of the style, or the general motive of the piece. The idea of using a copywriter should be to seamlessly integrate them into your company, and have them reflect specific key messages. When you are writing content that works in opposition to this, it harms the way you are perceived. It conflicts and it confuses and disrupts your story. If a copywriter is a vessel for getting your message across, then why change the message?

So, content is important. Incredibly important in fact. I’d argue that without it, nothing can be achieved. The thing is, you may have exceptional content at your disposal; hugely valuable, highly entertaining, incredibly persuasive, but if the right people aren’t experiencing it, then it is useless. Its creation a pointless exercise. Never forget about delivery. As Frank Carson would attest, above all else, it’s the way you tell ‘em.

Written by: Tom Broome