What’s Content Marketing and Why Do You Need It?
Raise your hand if you’ve been told to “be everywhere” in your marketing? Maybe you’re dancing around on TikTok, making Reels or even paying for ads.
Here’s the problem – all these efforts fall flat without a solid content marketing strategy behind them.
But what’s content marketing, anyway?
Let’s jump into this strategic approach and why strong content marketing can be like rocket fuel for your biz.
Content marketing focuses on creating and distributing valuable, relevant and consistent content to attract and engage your target audience.
Content marketing includes blogs, articles, videos, social media posts, podcasts and email campaigns. Put another way: your content is what you say and your channels (social media, blog, etc.) are where you say it.
The goal? To establish trust with your audience and build brand awareness and, yes, to ultimately make sales!
A solid content strategy takes your marketing efforts from transactional to relationship-building because it’s a commitment, not a campaign. And when done right, content marketing provides value to your audience while subtly promoting your product or service.
Still not convinced your business needs a content marketing strategy? Here are three key benefits:
Building Brand Awareness
Putting out quality content increases your brand’s visibility and helps you stay top of mind to your ideal customer which is a boon to engagement. Even better, effective content marketing can capture users at any point in your sales funnel.
Establishing Authority
No matter how big or small your business or what industry you’re in, one of the best things you can do is establish your business as a “go-to” expert. Consistently delivering valuable content positions you as a thought leader with real credibility.
Customer Retention
Good marketing is all about building a relationship and this is where content really shines! We all know it costs less to continue serving an existing customer than it does to bring in a new one– content marketing sets you up to continue addressing the evolving needs and interests of your current customers, which increases repeat business.
Content marketing is more than just throwing a post on Instagram or putting out the occasional email newsletter. A unified content strategy that lays out what you’re going to say, when you’re going to say it and where is what will actually move the needle in your business by building a relationship with your audience.
The beauty of content marketing? It connects with your audience so you don’t have to market at them. And that’s hard to beat.
An entrepreneur at heart, Phyllis launched her first business at 16 years old. Later, she put her B.A. in Sociology and M.A. in Writing to work in the nonprofit world before working in sales at a large event company. She's since started five businesses with varying degrees of success from ‘so great she sold it and didn’t have to work for a couple years’ to ‘fast fail and let’s pretend it didn’t happen’ (RIP Babymoon Retreat).
As founder and CEO of Good Work Marketing, Phyllis gets how hard it can be to sustain and grow a meaningful business-- that’s why she cares so deeply about removing the challenges to reaching your brand's audience and bringing your mission to life.