Getting on top of your content creation

By Charlie Gregory, Communications and PR Officer


Some businesses will understand the importance of having a steady stream of quality content going out online. It can raise awareness of your organisation, help catch the attention of prospective clients and keep you at the forefront of people’s minds.

A recent study suggested that 61% of consumers feel better about a company that regularly puts out high-quality content – so when it comes to building likeability and trust, it can do quite a lot of legwork. 
But what exactly is ‘content’ and what makes it good? 

It encompasses a broad spectrum of things. It can be your website output, what you publish on your social media pages, or even a newsletter. It may sound confusing, but whatever platform you use, our advice is the same when it comes to producing memorable and effective content.

To begin, identify your target audience and what you want to achieve with each piece of content. This can help you to tailor your output to suit certain needs and to decide what you will produce. Are you writing a page or blog for your website aimed at experts who know the field well? Or is it an Instagram post, for the eyes of people who may not have a complete understanding of what you offer? When you’ve decided, you can do a little bit of fine-tuning.

Once you’ve agreed those details, follow our three main principles for great content: 

  • Stay on trend if you can. If it’s recent and relevant, then more people will not only want to see your views on a topic, but it shows you know what’s going on in your field.
  • Think about jargon – and avoid it. If it’s likely that your audience doesn’t know about your subject or your field is highly specialised, then unfamiliar language is more likely to make people tune out and switch off. Keep it simple where possible and use plain English, so that your intended audience ‘gets it.’
  • Store content in your back pocket. Having a regular content stream is important and, if there are large gaps between blogs going out or your website being updated, then you won’t see the results you want. Make sure you have a queue of content ready, to maintain your output.


With these tips in mind, you can be well on your way to producing a steady stream of high-quality content. If you'd like to keep up to date with the MIH team and the kind of posts we put out, then be sure to follow us on LinkedIn, Instagram or X (formerly Twitter). You can also receive updates by signing up to our newsletter here.