How to Use Content Marketing to Grow Your Business

Content marketing is simply marvellous. It bridges the gap between your future customers and your business with good, informative content, which builds trust with your audience and your company’s reputation.


So how do you make it happen?


Building a digital presence is a great way to showcase your expertise and position your business as an established one. When people are searching online, they want to find the information they’re after quickly and easily. If your company has that information readily available, you’ve already proven your expertise in your industry as a business.


That’s where content marketing comes in.


Lots of businesses get the ‘content marketing bug’ but aren’t sure how to use this superpower to their advantage. In this article, we’re going to talk about some types of content marketing that help businesses, and how to use them effectively, to build an effective content marketing strategy.


Let’s dive straight into it 👇

Some types of content marketing


Let’s be clear; there are LOADS of types of content marketing. Too many for us to list here (we’re sorry about that). Instead, we’ve listed a few that you can use to start building your digital presence.


#1 Website


Do you have a website? If not, you could be missing out. 70-80% of people research a company online before visiting or making a purchase. Without a website, it makes businesses look untrustworthy and almost shady online – something you definitely want to avoid.


There are lots of ways of getting a website up and running without a costly price tag. Some companies, such as Wix or Squarespace, offer a monthly payment plan and access to many templates, a drag and drop builder, and hosting for your website. There are companies that can get your business built for you, often at an affordable price for their expertise too.


#2 Blog


Once you’ve got a website up and running, a blog should be next on your to-do list. Search engines look at websites to see which ones are actively updating (which means uploading new, valuable content) and prioritises them in the search results. There is a lot more that goes on behind the scenes to rank on page one of Google, but a good blog is a great place to start.


Forgetting about the robots, people love a good article. In fact, 74% of people prefer a company’s articles to their adverts when it comes to learning about a business, making them a popular choice for consumers.


Interested in a blog? Let our team help you create a blog that’s worth reading.

#3 Video Content & Podcasts


Video content and podcasts are currently up there as one of the most popular sources of information. Where videos offer a lot more versatility, including graphics, subtitles, and more, podcasts continue to provide the same level of value and allow people to listen to them whilst going about their day.  


If your video/podcast provides value to your audience, and they can learn from you, then it’s a great way to develop your digital presence and grow your business.


#4 Email Marketing


Email marketing has had some proven results over the years. It takes time to build up an email marketing list, but by doing so, you can share value over and over again, helping your audience learn from your skills and building trust with your audience.


It also allows you to sell directly to them. They may be current customers, or they may want to learn from you. Either way, once you’ve built that trust with them and you can offer a solution to a problem they’re having, the chance of bringing them on as a customer is much higher.


#5 eBooks


eBooks are becoming increasingly popular for businesses. Lots of consumers are keen to learn from professionals, and eBooks are a great way of demonstrating this.


Some companies and professionals, if their reputation is great enough, even charge for eBooks, making them more enticing for consumers. Free can sometimes lower the perceived value, whereas a cost can make the eBook seem even more premium. One to consider!


#6 Courses


Similarly to eBooks, people are keen to learn from professionals and enrolling on a course is a fantastic way for many to learn.  


Some companies even offer chargeable courses that business owners or their employees can attend to develop their skills. If your reputation demonstrates you’ve got experience and expertise, there will always be someone who wants to learn from you.


#7 Social media


Social media is a fantastic way of engaging with your audience. Not only can you share useful content, but you can leverage this to your advantage and build your business’ reputation online.


To use it to grow your business, it’s important to start with a strategy and build from there. If you don’t have a strategy, and post as and when, chances are you won’t reap the benefits of social media.


Interested in social media? Let our team help you create posts that catch your followers’ attention.

#8 Webinars


A great way of building buzz around your biz (we’re sorry for that one) is through webinars. The word ‘LIVE’ instils a sense of exclusivity, making a webinar seem more appealing to your audience.


By hosting webinars, you can generate some excitement around your business and the topic you’re going to cover, helping people to learn more about your skills and expertise. This leads to building trust and rapport, helping you to grow your business.


As mentioned before, there are loads of content marketing approaches, but the only ones that matter to your business are the ones that work for your business. Take some time to look around and see what works for others, and test what works best for you!

Image by Pexels from Pixabay

Turning content marketing into a strategy


Content marketing is great for awareness, but how do you use it to grow your business? That’s where a strategy comes into play.


By using a strategy, you can build a journey for your audience to help them not only learn about their chosen topic but also about your company and how you can help them. It’s a great way of building rapport and helping them understand the value of what you offer, without the hard-sell approach.


Let’s look at a few examples:


Strategy #1


Webinar  Email Marketing  Customer


Webinars are great for catching people’s attention. If you have a good topic that people will learn from, people often make time to attend and join.


If your webinar is educational, valuable, and helps your audience, at the end you could include a call-to-action along the lines of:


“If you enjoyed our webinar today, why not join our email marketing list? We share articles, guides, and more, like what you’ve seen today.”


This entices your attendees to join your email marketing channel, allowing you to share more value and build a better relationship with them. This then allows you to sell to them without the hard-nosed sales approach.



Strategy #2


Social Media  Blog  Website  Customer


Social media is a fantastic way of sharing value with your audience, and because you’re on a social platform, you can have fun along the way too. The most engaging posts are ones that are written by humans in a human form (we basically mean without being too formal and typing as if you’re speaking out load), so loosen your shoulders and take a deep breath before typing your posts!


As you engage with your audience, you can start to share snippets and links to your blog, sharing further value. These blog posts can link back to your website, including your services page(s), which showcases how you can solve their problems directly.


Strategy #3


Video Content & Podcasts  Course  Website  Customer


With videos and podcasts, you can engage with your audience and share value directly with them. If your videos and/or podcasts are engaging and enjoyable, people will subscribe for future episodes, allowing you to share repeat value with them.


You can then use these platforms to leverage your course, inviting your audience to join your course. If this is a paid course, you’ve got a customer! If it’s a free course, it’s going to add more value and help your future customers on their journey.


At the end of the course, you can then link them back to your website and showcase your products/services and show them how you can help solve their problem when they’re most intrigued.


As you can see, there are lots of ways of traversing through the content marketing universe and landing at the ‘Customer’ stage. The important thing to remember is that throughout the journey, your audience needs to be gaining value from your content. If they aren’t, they’ll simply drop off the journey.


Looking for some content marketing help?


If so, you’ve come to the right place. We support our clients with their content marketing efforts, helping them deliver value to their audience and build their digital reputation.


Interested in learning how we can help your business? Contact our team below!

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