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Hell yeah, it is. Back in 1996, Bill Gates penned his "Content is King" essay. Hmm, 1996? What was I doing then? Ah yes, 24 years old and... Sorry, let me get back to the point. All these years later, content publishing, online or otherwise, remains a key differentiator, especially for those of us in the sales profession, so long as it is based on legitimate subject matter expertise. That's what I tell my clients. And it's true.

In fact, I found a very insightful, if not long, blog post from SocialPlanner.io writer, Desere Davis that details almost every reason why publishing target audience-centric content is smart for your brand, whether in a B2C or B2B setting. Here are some highlights from her post that resonated with me and should with you too.

• Valuable content keeps current and potential customers engaged with your brand, leading to new relationships and continued loyalty
• Topic-specific content that builds on itself over time can engender a sense of trust and credibility for the author with the audience
• If the content is relatable, it will show the author has a sense of empathy with the audience, making her/him also relatable
• It's important that content aligns with the Buyer's Journey of Awareness > Consideration > Decision to help move the buyer from one stage to the next
• When writing original content, think about how to make it unique or fresh in its own right to further substantiate your brand's value proposition for the target audience

There really is so much more that can be written about the influence subject matter expert content has with consumers but my brain only functions in chunked time blocks and this block has reached its conclusion. With that, I'll leave you to the rest of your day, strongly urge you to put pen to paper or fingertip to keyboard, and just let the thoughts flow. Here's to Achieving Greatness.