Content marketing is a buzzword, but it isn’t a new buzzword. In fact, content marketing has become the major focus for a number of companies since 2010, yet it remains aloof to many, especially in the world of manufacturing and engineering.

But why?

First, we have to go back to a trend that was prevalent in the world of content marketing, and up until recently, was still the best practice. That trend went something along the lines of, “just create content. It doesn’t have to be a masterpiece and you don’t need fancy equipment, just start creating.”

While this concept is somewhat true - you do need to start somewhere - it led to a number of companies (both large and small) recycling only semi-relevant content from outside sources, junk blogs being thrown together (and never read), videos created with cell phones and no editing, and the internet filling with endless infographics and click-bait articles.

These pushes to just start creating content helped companies that were trying to sell SEO strategy and other backend-related content marketing tools. While these tools are valuable, they aren’t the whole story… in fact, I would argue that they are the smallest piece.

The truth is, content marketing has been around for almost as long as we’ve had content. Shameless product placements in movies were already a joke in the early 90’s...

Now that companies have learned to become content powerhouses, like GE Reports and The Red Bulletin (from Red Bull), it’s become apparent that quality matters more than quantity. And what’s even more important is a strategic schedule to develop high-quality content (which isn’t overtly promotional) that an audience can expect on a regular basis - marrying quality and quantity.

Some might argue (I’ve had these arguments with marketing directors and CEOs of manufacturing orgs) that it’s easy for a company like RedBull to create content… they’re an energy drink, pitching a product to an energetic audience. It might seem like common sense to us that RedBull is associated with extreme sports and obscure sporting activities, but that’s only common sense to us because RedBull has made that their brand.

While it’s true that RedBull has a massive budget, but connection with their brand and these activities has been happening since the company hit the mainstream.

This doesn’t mean that you need a RedBull-sized budget to make content work for you, but it does exemplify the need for connecting high-quality content to your brand. Creating more content is important, but creating better content consistently is even more important.

Investing in high-quality content is vital to making the best (and lasting) impression with your current and future customers.