A business looking to use the power of the internet to promote its products and services depends on a variety of tools. The first place to begin with is the website of the company. Then there are the multiple social media profiles, and email marketing. The company might have a mobile app as well. To keep all these tolls active and useful to the visitor, the content on them needs to be updated and also engaging. Instead of asking different employees to handle the content separately, or outsourcing the work to different agency, it is always a good idea to entrust the management of content to a single group of employees or to a single agency.

Content needs to be diverse, to appeal to all kinds of visitors. A website with only text would not be as effective as a website with images and videos juxtaposed alongside the text. An Instagram post with only pictures would not be as informative as one with proper captions and short descriptions. Although there are many companies who do it, but the content must be real in entirety, and should be composed of only bait or hook text which are not steeped in reality. This might get a website some traffic initially but it really does nothing to build credibility and trust. Content needs to be relevant to the visitor, and be of some use to him. The agency doing the content writing for a website must ensure that the content is completely relevant at all times.