When should I start telling my story?

The best time to get a content strategy in place was when you started your business; the second best time is now.

With apologies to the unconfirmed author of that Chinese proverb, too many companies see content as a secondary and separate priority compared to sales and growth. But when done correctly—and woven into the business—it’s a driver of pipeline, brand equity, and community loyalty.

It takes patience and financial commitment mapped to short- and long-term goals. And a writer who can capture your voice and package your story.

Brands that succeeded with a fully realized content strategy from the early stages include: NFL, John Deere, Red Bull, The Michelin Guide, and Procter & Gamble (soap operas were created to sell soap).

For these companies, content wasn’t an afterthought but a cornerstone of their growth strategy.

It's time to flip your perspective and see content as the revenue generator it is, not a cost center. Treating it as a luxury item is costing you sales, a community that roots for you, and brand equity—and ceding ground to competitors.