If you host a company blog on your site, make sure it is regularly updated with a consistent frequency readers can expect! There’s nothing worse than landing on a company blog with the last post dated several years ago.

When starting a company blog, it’s important to be consistent. “When you post less than twice a week, you might start losing out on your visitors who in five days a week, find the same stuff on the website which is hardly offering them to read something new.” (Source: Social Media Today)

Content Marketing – The Know, Like, and Trust Factor

Research suggests “77 percent of B2C marketers surveyed are using content marketing tactics.” But what about the rest? One reason some marketers (and business owners) are not partaking in content marketing is this: it takes time.

If you don’t have a dedicated content marketing person, or that person is you – it can easily take time away from other business tasks. Creating company blog posts, e-newsletters, contributed guest posts, social media content, infographics and more takes time. This, coupled with the option of outsourcing, can be cost prohibitive for a startup.

Ultimately, the use of content marketing can garner benefits much higher than the cost of creating it. From improving customer loyalty, engagement, and awareness, to boosting sales, lead gen/nurturing and cross-selling efforts – the results are clear.  However, when done incorrectly, by sharing irregular, boring and low-quality content you will actually harm your marketing efforts and brand, instead.

With all of this in mind, content marketing is best used in conjunction with other types of marketing, both online and traditional. Consider that all of the parts need to work together to make a campaign a great success.

Content really is an important part of today’s business landscape and your bottom-line. The more useful the information you share, the more prospects will appreciate your expertise and credibility … considering you trustworthy. This all delivers on what we know to be true – as humans and business owners – people buy from those they know, like, and trust.

This article has been edited and condensed.

Simon Crompton is a freelance journalist and entrepreneur, who spends the majority of his time blogging about business startups and consulting on web development. He has launched multiple online companies. He is also a dedicated follower of fashion, and has written for the Financial Times and GQ. Connect with @PermanentStle on Twitter.