It is said that the pen is mightier than the sword but never has the power of the written word been more pronounced than it is today. With the Internet and now the social media changing the way we view the world and communicate with each other, it is no wonder than content has become the ultimate king. Businesses, both big and small, have realized that they need rich content to deliver their inner message and hold on to consumer interest to survive, grow and flourish amidst the intense global competition today. Quality content means simple and clear lines of communication that will deliver the brand message and also valuable information for the user at the same time.

In recent times you may have heard of the term organic marketing increasingly. One very important aspect of this form of marketing is to create useful and quality content that will provide definite meaning to a reader. Just fluff and space fillers to make your site look good and serious are no longer going to work. One reason why organic marketing became such a buzzword is that Google favored it strongly. Blind use of keywords and key phrases, buying online ad space or putting up banners is not going to impress the giant search engine web spiders. It has millions of webs going out everywhere to sense out valuable and useful content while discarding useless information at the same time.

Following Google, all other search engines have also woken up to the power and importance of rich content as well. So if you want to build a powerful, strong and sustainable brand then you must lose no more time to build up your content base right away. It is not just about writing about your brand and company but about providing information that is relevant to the industry and the entire business space as a whole. It is about connecting with your consumers on a deeper and more emotional level where they can derive immediate value from the information that you provide and come back for more every time. Content will create a more loyal brand following in the days to come that no amount of paid advertising can beat.

So could you afford to stay out of this trending activity and bury your head in the sand? Not if you want to survive and grow. It doesn’t matter if you don’t know how to go about it. Hire someone who does and you will be able to take the first baby steps into the future. Small and medium businesses shouldn’t feel threatened that bigger corporations have the wherewithal to hire an army of writers to create their content. The numbers might be in their favor as they can plunge into the content warfare with a large volume to back them up but that does not necessarily promise quality. As far as Google is concerned, 100 articles cannot have an effective as one well written blog can have. Write from the heart and you will automatically deliver knowledge, and in the process create a lasting value for your brand.

Gary Takacs is the founder of The CEO University is a US-based, CEO and Executive Peer Group Organization that creates opportunities for accelerated business growth and personal development  through CEO Peer Group Meetings that are CEO-led, one-to-one mentoring focused on unique business and personal challenges, and purposeful  learning events.