Effective content marketing starts with words

Words aren’t the only way to communicate. But they’re a huge part of how the vast majority communicate. So, when it comes to marketing, words should be the first thing you think about.

Whether you’re marketing your products and services, or defining your company or brand, words are powerful.

They should be respected, chosen purposefully, and understood.

If your words are none of those things, how can you be respected, purposeful and understood?

I have a dream

Four words so powerful, they’re remembered decades later. Yet, as a collective, we’ve devalued words.

We throw them away on social media, we give them to a robot to write for us, we assume any words are better than the right words.

I have a dream that we all remember the power of words.

Would you let a robot comfort your friend?

Whether you're changing the world, or defining your company or brand, words are powerful. We wouldn't use a robot to help a person, so why would we let them define our work?

The problem with robot words is that everyone starts to sound the same.

And when everyone starts to sound the same, nobody listens.

And if nobody is listening, what’s the point? Silence has the same effect.

Research shows that companies who value their words perform better

The evidence is out there and it’s as clear as day. A quick glance at the comment threads on a media outlet’s social posts tells you that people are fed up and sceptical of ai content.

SurveyMonkey did a research piece on content vs generative ai content. The results showed that consumers and B2B audiences were shirking generative ai content. They found that 43% of consumers won't invest in a company that uses AI-generated content and that they had a whole range of reasons not to.

Inauthentic content was the most cited reason consumers were turning their backs on AI-generated content.

What does this mean for marketers, communications teams and business directors?

Forbes looked at what marketers were doing about content and it turns out they're investing in it. 92% of respondents believed that content was a valuable asset for driving long term results and 84% report having successfully raised brand awareness through content marketing.

Forbes research showed B2B and B2C audiences valued human content

52% of content marketers are investing more in content marketing in 2025

SurveyMonkey found that companies were investing in content marketing with 52% of respondents admitting to investing more on content marketing in 2025 compared with the previous year.

SurveyMonkey State of Marketing report 2025

Words need to be more powerful now than ever before

The right words are the difference between being heard and drowning in strings of word-based code. Organised letters in place of communication.

One thing's for sure, in a world saturated by well-organised letters, words have never been more powerful.

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