Why is content the invisible driver of growth?

In the digital age in which we live, there is no need to remind you how social networks and online platforms have become essential for the survival of businesses, whether startups or SMEs. Why? Because modern marketing aims to capture the consumer's attention at any time of the day, whether on the subway, through notifications on their phone, via newsletters, or even the ads embedded in the videos they watch.

We are literally buried in content from morning to night. But faced with this saturation, the only way for a consumer to filter what they are really interested in is to choose what follows: subscribe to pages, read newsletters and visit a website. And each of these small gestures is a clear sign of interest.

This is where content comes into its own. It becomes a vector of engagement, an indicator of curiosity, a gateway to a stronger relationship between brand and audience. Today's consumers are looking for authenticity, trends that bring people together, and inspiring and human formats. Personally, I have always had a soft spot for brands that translate their values into the core of their content. This is often what makes all the difference. Businesses that cultivate a close-knit community are also those that have been able to meet the profound needs of their audience.

The persona

Before even thinking about content, it is crucial to know your audience. Who is this person who subscribes to your newsletter or visits your site regularly? What does she do as soon as she wakes up? What are his passions, his frustrations, his habits, his constraints? How far does its fiscal capacity go?

The content

Once the persona is well defined, it is essential not to scatter. The content should be targeted, aligned with the specific needs of this community. Otherwise, you risk losing your attention and even your trust.

For example, at Lakhos Group, innovation is at the heart of our mission. We support teams in the implementation of platforms like HubSpot, while sharing case studies and concrete articles. This content naturally attracts a persona eager to know, curious about innovation, exactly the qualities sought in future users of a CRM solution. It's a virtuous circle, good content attracts the right people, who then become customers or ambassadors.

The frequency

Another key question: how often should you publish?

Think of content as well as food, too little weakens and too much saturates. An overload of information can lead to a loss of interest. To avoid this, we rely on the right performance indicators, at what hours do users visit your site? When do they click on your links? When do they subscribe? This data makes it possible to build a strategic publication calendar that is both structured and relevant. They guide you in your editorial choices, help you prioritize what deserves to be put forward and what can be put aside.

An excellent example of this type of data can be found in this article by HubSpot: Marketing Benchmarks Report which compiles best performance practices across content types and sectors. Once the strategy is clear, it is essential to maintain a regular rhythm: for example, publish 4 times a week at key times. And above all, don't save your major announcements for the weekend or the end of the month: publish them when they will have the most impact.

Artificial intelligence

Artificial intelligence is now becoming an essential tool in content marketing. Thanks to AI, it becomes possible to analyze user behavior in depth, identify key moments of interaction and personalize each customer experience. Algorithms make it possible to understand what grabs attention, what generates engagement, and to anticipate needs before they are even expressed. For businesses, this means an increased ability to deliver the right content, at the right time, on the right channel, maximizing the relevance and effectiveness of campaigns.

When AI strengthens Loop Marketing

Combined with an approach Loop Marketing, AI amplifies the virtuous loop between data, content and customer experience. Each action, a click, the opening of a newsletter, an interaction on networks, becomes data that is reinjected into the analysis cycle, allowing the strategy to be adjusted continuously. AI is no longer just measuring: it optimizes, predicts, and recommends. In platforms like HubSpot Marketing Hub, it can automate mailings, prioritize the hottest leads, and even suggest high-potential content topics. The result: marketing that is smarter, more agile and focused on the real value perceived by the customer.

Conclusion

Content, if it is well thought out, well targeted, and well paced, becomes a powerful but often underestimated growth driver. It attracts, inspires, informs, and above all, it creates connections. This connection is the fuel for a committed and loyal community. By deeply understanding your persona, adapting content to their real needs, and publishing with intent, you turn every interaction into an opportunity for sustainable growth.