Larger brands have a difficult time “getting it” when it comes to online marketing and awareness. The Wall Street Journal recently published an article that included quotes from successful entrepreneurs. They all said the same thing: content creation is necessary.

Related: The 3 Things You Need to Create Content for your Website

The first point is easy: 1) If a company has any business online, they should be producing their own content or creating ways to share what they already have on the web. Only then will they have anything to talk about and connect with their target audience. This is true for smaller companies that want their voice to get heard in a professional setting, too.

“Content marketing has become the real deal, and all companies are going to need some,” said Leela Khursheed, a content marketing and speaker at Content Market.

2) The second point is equally true: creating content is not an endless process. There is a point where growth will plateau. Although online marketing might seem easy to do, it’s much harder than marketing in person. You have to consistently update content, revise and improve on it, and refresh it enough to keep your business’s customers interested. In fact, the 3 Word Rule states that 60 percent of what works online is rooted in how you make your customers feel.

Besides content, every business should be running SEO activities as a rule, especially if they’re making a site with a graphic design. Creating great content isn’t as much a skill as it is a habit. There’s the warm ice cream, and then there’s the ice cream you make with love.

3) Finally, the third point isn’t just valuable for businesses: everyone should be a content creator. Those without the skills or resources to create content on their own can create content-marketing solutions for those who do. After all, content marketing happens all over the web. What better opportunity to introduce a company or product than with their own words. If you’re interested in learning more about how content marketing is a valuable part of your marketing strategy, there’s plenty to explore.