Working as a digital marketing strategist and consultant over the last 10 years has given me a front row seat to content marketing and the role it plays in engaging customers and driving growth. I am a firm believer in the role of content as a way to build trust and convey value to your customers. Marketing, in today's world, is no longer about blasting customers with your messages and hoping they click through. It is about demonstrating value, offering objective insights and information and showing them that your product/service/business is the best option to meet their needs. At every stop of my career, I have paid special focus to the content that is produced, as each piece should directly align with marketing and organizational goals. By learning about your consumer, determining the information they want to see and aligning your strategy to that demand, a business can leverage each piece of content to drive sales and grow their customer base. Additionally, the way in which these pieces are written can alter the impression it leaves on the reader. Determining the appropriate tone and perspective is just as important the content itself. Having developed these strategic plans in the past, and written the content to support it, I have a unique perspective on how something as granular as word choice can translate all the way up to organizational growth.