Content marketing works by tapping into to your target audience earlier in the buying cycle. That is, a person may have a particular need or interest but isn’t actively looking to buy right now, so content seeks to educate, entertain & inspire while positioning your brand as an authority. It’s a tried and tested way to build your brands authority and site traffic, and as a direct consequence of it, generate new leads, customers and sales to your business. The right content marketing strategy helps you achieve the following 6 goals:​


Audience Engagement


Having a large subscriber base and thousands of followers is of no use if you’re not successfully engaging them. Content marketing helps you engage and interact with your audience by publishing informative emails, videos or quick tips on social media. By creating thoughtful content pieces, your marketing campaigns will produce better results as you have built up a relationship with your audience.



Content marketing boosts engagement by:


  • Discussing the challenge or issue in greater depth
  • Posing questions and providing some initial discussion
  • Tap into the fears or desires associated with your market
  • Keeps your brand top of mind 


Publishing useful content pieces without the sales pressure helps create that relationship your business needs. This is different than advertisements which have a clear ulterior motive from the get-go. 



Lead Generation & Lead Nurturing



The most popular marketing theory taught to aspiring entrepreneurs is the ‘sales funnel’ . And while the specifics and details will change depending on who you ask, the general gist of the theory remains the same. Potential clients start a journey that begins with discovering a product and ending at a successful sales transaction.

In this regard, content marketing is like a hand that guides customers through to a successful sales proceeding.


The 4 basic stages of the sales funnel are:


Awareness: The client is in the process of discovering that they have a problem that needs solving. 


Interest: Once clients come to terms with it, they start investigating possible solutions. As they carry out more research, your product turns up in search results.  


Consideration: This is where good content helps. By being interesting and informative, your content marketing strategy wins the potential client’s trust. They know you’re the right person for the job.


Purchase: Enter the sales team, a successful sales transaction is about to take place, you just need the right people to nudge the client forward, but if your content has done its job properly, this will be an easy sale.






Search engines are the defacto means of getting the word out. Billions of people use search engines to solve their problems, ranging from medical diseases to video game reviews. In response to a query, the search engine goes through its vast catalog of indexed websites, ranking the ones it perceives as more helpful higher up than the ones that aren’t as helpful. This is where your SEO strategy makes a real difference.

Think of SEO as the language your website uses to communicate to the search engine that your website is just what the customer is looking for. As you optimize helpful and informative content around the parameters of search engines, your website grows to become a highly ranked resource. Give enough time and content, the search engine will increase your website’s domain authority.

Score high enough on the domain authority metric and every piece of content you publish helps cast a wider net to bolster sales. 



Education and Leadership


By creating helpful content, you demonstrate command and authority over your niche. For a person with an outside perspective, you become their go-to solution for a given problem. This is important because potential customers are more likely to select your business if they feel like they already know and trust your brand.

It doesn’t matter how qualified you are or how many awards you’ve won, if you’re unable to spread word about your product, audiences won’t be easily convinced. This is where content marketing can play a big role. By educating someone free of charge, with no strings attached, you earn their respect. Their opinion of you grows stronger, your bottom line with it.




Brand Awareness


Content marketing shows your customer what your brand represents. Customers are more likely to purchase your products or service if they connect with your purpose or mission. Patagonia, Apple and Nike are good examples of brands that have their purpose & mission front and center. While you may not be as big as Nike, you can certainly take their lead and use content marketing to communicate your mission, your purpose. Or simply put, your why.



Conversion Rate Optimization (CRO)


As you work to publish more content across several topics related to your industry you will be able to create market segments. That is, you will be able to group people into areas of specific interest or need. The more your segments are refined the higher your conversion rates can go as you are able to tailor your offerings to very specific needs.

Imagine being able to craft a special offer to a segment of your target market that you know will be absolutely irresistible because you understand what the pain points are, what the solution needs to be and how much it should cost. This is 100% possible.