Julia Goyer | The Essentials of Content Marketing
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The Essentials of Content Marketing

The Essentials of Content Marketing

We live in a digital age and traditional forms of marketing are losing relevance. With competitors only a few clicks away your online presence defines your brand. A well-designed website is just the beginning of effectively generating leads online.


Content marketing is the process of creating engaging content that provides value to your reader. It’s an ongoing process that is centered around gradually establishing yourself as an expert in your field to create trust with prospective clients.


We receive thousands of marketing messages every day. But good content marketing makes a person stop and think – and it ultimately makes your reader more intelligent. It’s communicating to your customers and prospects, rather than being a sales pitch. Remember that you are delivering information that makes your buyer more informed. When we deliver consistent valuable information, we’re aiming to win loyalty.


When you provide value to your reader you have an opportunity to ask for something in return. For example, you can create an email form on your website to stay in touch or follow up with your new prospect. It’s an opportunity to build a large network of loyal followers and build your email list.


Four reasons to develop a Content Marketing plan:

  1. Brand recognition: Builds trust with your personal brand and establishes you as an expert in the industry.
  2. SEO: Search engines reward websites that are consistently publishing new content.
  3. Social media: Quality content is the foundation of social media marketing. It gives you something to share that people will want to engage with.
  4. Inbound marketing: Drive traffic to your website through SEO and social media to generate leads.


Four steps to curating great content:

1. Pick a topic and a delivery method that will keep your consumer informed and educated and possibly even give them a competitive advantage. Know your target income threshold and age group.

There are lots of different ways you can present material on your website. Here are some suggestions:

  • Infographics
  • Videos
  • Resources
  • E-books

2. Post the content on social media. Share with a photo and link to your website and consider the most effective times to post.

3. Consistency is key. Post new content at least once a week. Google needs to know that your website is an authority for local information.

4. Be original. Brainstorm topics that would be of interest to your target demographic. Better yet, ask questions! Don’t copy content directly from others, as search engines will penalize you.


Content marketing is not a race. It is a slow, methodical process that will establish yourself as an expert in your field, generate inbound leads to your website and create trust with prospective clients.