Did you know that you only have eight seconds to grab a customer’s attention? It doesn’t seem like much, but go ahead and count to eight right now. Felt like a lifetime, right? And if you’re a busy business owner, you probably just thought of millions of things you need to do other than counting to eight.
To that end, however, that’s why having an online presence matters. In fact, to have a thriving business, it’s a fundamental necessity. Because attention, or lack thereof is what makes or breaks the success of a business. So, if you want to boost your brand awareness and stay visible online, read on, and we’ll cover everything you need to know about content marketing.
What is Content Marketing in Simple Words
Content marketing is the process of creating value for your target audience to build trust and credibility. From that, attracting potential customers and guiding them from initial interest to consumer or partner. In other words, it’s a digital marketing strategy that turns curiosity into cash flow.
Why Content Marketing Matters
Back in the day, advertisements were the main way to attract potential customers.
Whether it was a poster, a postcard, or a television commercial. It’s different these days with the surplus of technology. Every smartphone, of which 90% of the eight billion people on the planet own, is a gateway for a marketing opportunity.
Be it videos, blog posts, social media, or podcasts, there are countless ways to reach millions of consumers. And they’re hooked… According to Statista, American consumers spend approximately eight hours a day engaging with digital media—about twice as much time as they spend on traditional formats. Therefore, once you understand that ATTENTION is the new currency, you’ll fully grasp the importance of content marketing.
How Content Marketing Works
Imagine someone caught in a moment of boredom, sadness, confusion, curiosity, or uncertainty—each emotion leaves behind subtle tension, an unresolved need for answers or direction. Content marketing is an alluring antidote. Offering insights, solutions, or entertainment that fills the void and addresses those emotional triggers.
Sound a bit manipulative? In some ways, it can be. However, it depends on how you approach it. You can be the type of brand that uses cheap tricks to snatch the attention of consumers with empty promises, or you can produce high-quality content that actually offers real value. Both work; however, it’s worth noting that consumers are getting scrupulous and want tailored content they can personally relate to. In fact, 72% of consumers say they only engage with personalized messaging, according to SmarterHQ.
What Can Content Marketing Be Used for
Aside from the obvious goal of boosting one’s bottom line, content marketing has many uses. Such as:
1. Driving Traffic
High-quality content optimized for SEO drives traffic to your website through organic search, social media, and backlinks, increasing visibility and engagement.
2. Building Brand Authority
Consistently delivering insightful, authoritative content positions your brand as an industry leader, cultivating trust and credibility among your audience.
3. Improving Customer Retention
Content that educates and supports existing customers keeps them engaged, helping to build loyalty and encouraging repeat business.
4. Supporting SEO Efforts
Content creation strengthens SEO by producing keyword-rich articles, blogs, and landing pages that improve search engine rankings.
5. Enhancing Customer Experience
Providing answers and solutions through informative content creates a better customer experience and makes it easier for people to find what they need.
6. Fostering Brand Awareness
Through consistent and targeted content, brands can reach new audiences, ensuring their message resonates with customers on a personal level.
7. Educating Your Audience
People don’t like being sold. Therefore, valuable and informative content educates your audience about your products/services, helping them make decisions based on sound judgment as opposed to impulsive buys.
What is a Content Marketing Funnel
Content marketing funnels guide potential customers through the ‘buyer’s journey’ by delivering targeted and engaging content at each stage of their journey.
Here’s how the buyer’s journey typically unfolds:
- Awareness
The customer recognizes a problem or need and begins searching for information. Content like blog posts, infographics, or videos helps attract their attention and introduce them to your brand. - Consideration
At this stage, the customer is juggling different options. Case studies, social proof, and reviews help them weigh the benefits of your product or service. - Decision
The customer is ready to make a purchase. Content such as product demos and special offers can tip the scale, guiding them to choose your brand over your competitors. - Retention
After the purchase, follow-up content like newsletters, tutorials, and exclusive deals can strengthen loyalty and encourage repeat business.
How Content Marketing Makes Money
Entrepreneur and author of $100M Leads, Alex Hormozi, states there are four ways to get leads. Reach out to people you know, reach out to people you don’t know (cold emails, calls, and messaging), create content, and run ads.
This can branch out into eight ways of getting more leads if you work with a team, affiliates, or agencies. The core of it is—the more leads mean more chances to optimize sales funnels, increase conversion rates, and build sustainable growth for your business.
While there are various ways to produce leads, 87% of B2B marketers use content marketing to successfully generate leads, according to Search Engine Journal.
Beyond creating leads, content marketing also unveils your brand reputation.
And if you have a brand story that’s compelling and trustworthy, it builds a little thing called brand loyalty. This has a compounding effect that solidifies one’s familiarity with a brand.
Brands like Nike and Apple have perfected this down to a science. Those who use their products are often lifelong patrons. In other words, content marketing has the potential to attract and retain long-term brand advocates who continuously bring in revenue.
Which Content Marketing is the Best
If you’re in the travel industry, for example, using only words in your content marketing would be a bore. People want imagery and picture themselves on an island or an exclusive hotel in the mountains. Without visual content such as pictures or videos, you’d struggle to get attention.
Therefore, it depends. Short-form videos like TikTok and Instagram Reels are the #1 content marketing format with the biggest ROI, per Hubspot.
Though this trend is popular, it doesn’t address long-term compounding value like search engine optimization. Once a video goes viral, the algorithm spike drops and the views taper off. Leadership content backed by SEO, on the other hand, continues to compound in growth.
You also have full ownership of this content and can tweak and update as algorithms shift.
You can’t do that on social media platforms once you hit publish.
For reference, Here are some content formats that work best for different industries:
Technology (SaaS)
- Whitepapers and eBooks to explain complex solutions
- Case studies showcasing real-world success
- Blog posts focused on industry trends and challenges
Healthcare
- Educational videos on health topics
- Patient testimonials and success stories
- Infographics breaking down medical concepts
Real Estate
- Virtual tours and property walkthrough videos
- Neighborhood guides and market analysis reports
- Blog posts highlighting home-buying tips and investment advice
Retail & eCommerce
- Product demo videos
- User-generated content like customer reviews and unboxing videos
- Social media campaigns and influencer collaborations
Financial Services
- Educational webinars on financial literacy
- Guides and reports on investment strategies
- Blog posts covering market trends and financial advice
B2B
- LinkedIn thought leadership articles
- Case studies and success stories
- Email newsletters with actionable business insights
Travel & Hospitality
- Travel guides and destination spotlights
- Social media stories and lifestyle videos
- Blog posts on experiences and itinerary suggestions
How to Improve Content Marketing Strategies
There are plenty of challenges when it comes to content marketing success. It could be a lack of engagement, poor ROI, or extensive algorithm shifts. However, one thing that has always been a critical factor in a successful marketing campaign is research—especially in multiple verticals, such as understanding your ICP (Ideal Customer Profile) search intent, and trends like AI.
As best-selling author and marketing guru Seth Godin said, “You can’t be seen until you learn to see.”
For more information on the best content marketing strategies, check out our e-book on How to Grow a Small Business. From email marketing to building strong teams, each chapter uncovers the strategies behind thriving small businesses and how they succeed.
Make Your Mark in the Digital Jungle
It takes a lot of work and consistent effort to get found online. It requires research, content development, and continual updates. While the initial investment of time and resources may not seem worth it, studies clearly show the benefits of content marketing and the ROI it brings.
That said, this is intricate stuff, and it’s hard to figure things out on your own. If only there were an event that helped entrepreneurs learn the ins and outs of running a successful business.
Enter Small Business Expo—we host the largest B2B trade shows, small business conferences, and networking events led by industry experts, providing actionable insights and real-world solutions. Whether you’re looking to expand your network, learn from successful entrepreneurs, or showcase your business, SBE is where small business owners come to grow. Join us at our next event and take your business to the next level!