Why is Content the Buzzword of the Moment?

Content is not new. It has been around for hundreds of years in the various forms of books, magazines, billboard ads and newspapers to name a few.

So why has Content become a buzzword now? It is not the content that is new, it is the ways and avenues of delivery and its accessibility that are new.


Podcasts, Blogs, Videos, Social Media, Annual Reports, Articles, Interviews and on and on. The avenues are constantly increasing and relaying content is becoming ever more creative.

Great content however can fall on deaf ears if not targeted at the right audience – this is where Content Marketers step in.

Knowing your audience is the key to Content Marketing success. Providing content that provides them with useful information that adds value to THEM is the essence of successful Content Marketing.

One of Saba’s Most Beloved Annual Reports

At Saba Consultants, we place high priority on ensuring that we know the exact audience we are aiming addressing.

Long gone are the days when businesses can silently scream at their customers to “BUY! BUY! BUY!” whether from billboards or through a TV screen or the side of a bus. Customers want and need information that they can use and is beneficial to them in particular.

The importance of Content Marketing is on the rise – in 2016, 70% of B2B marketers in the US created more content than the year before. This is not a passing fad; it is a much needed and essential shift in how businesses view their audience and how customers view businesses.

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