Out of Scope

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Written by

Hirsch Leatherwood

Out of Scope

Is Corporate Content Worth The Effort?

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Today’s business landscape is dynamic, to say the least. Information is abundant—even over-abundant. Attention spans are fleeting (stay with us here). Amid this noisy, sometimes chaotic landscape, it’s worth asking: what is the value of corporations publishing their own content? Does it really make an impact?

Done thoughtfully and well, corporate content can establish a brand’s voice, identity, and validity — and even solidify its reputation. Let’s discuss a few distinct benefits of a well-executed owned content strategy.

Establishing Thought Leadership

By publishing owned content, corporations take control of their narrative and position themselves as experts within their own industry. Consistently sharing valuable insights, industry trends, and expert opinions, can help a brand showcase its expertise, boost its trustworthiness, and stay top-of-mind for target audiences.

Building Trust and Authenticity

It’s not just you – consumers are more discerning than ever. Audiences of all kinds actively seek authenticity and transparency from the companies they engage with. Owned content provides an opportunity for corporations to answer this call and humanize their brand. Whether it’s by sharing behind-the-scenes stories, corporate values, or genuine narratives, owned content has the power to forge a brand personality with the power to drive lasting consumer loyalty.

Enhancing Search Engine Optimization (SEO)

Quality content is also a key driver of search engine optimization (SEO). By consistently publishing relevant and valuable content, companies can improve their website's search engine rankings, making it easier for new customers and potential customers to discover them on their own — no paid ads required. Improving SEO by publishing owned content not only increases online visibility but also attracts organic traffic, positioning the brand as an authoritative and reliable source within their given industry.

Crisis Management and Reputation Repair

In times of crisis, control is the name of the game. In these situations, owned content can be a hugely helpful asset for corporations seeking to manage their narrative and reputation. By proactively addressing issues, providing transparent communication, and demonstrating a commitment to resolution, brands can leverage owned content to mitigate damage and rebuild trust with its audiences.

So — is corporate content worth it? The short answer is yes. In today’s content-saturated world, a brand is more than the products or services it offers — it is the stories it puts into the world.  With all of the benefits listed above and more, corporate content contributes meaningfully to a brand's long-term success, resilience, and capacity for connection in the ever-evolving business landscape.

That said, when approaching an owned content strategy, it’s important to make sure that each written word meaningfully contributes to a brand’s goals and fosters a connection with its audience. Otherwise, branded content can (and likely will) fall silent amid the noisy and ever-expanding Internet we’ve come to know and love.