What Exactly Is Content Marketing?

Understanding 'Content Marketing'

You need content. That is what any marketing or business consultant is going to tell you. If you are running a business and selling a product, you need a content marketing strategy. Yes, this is true. However, simply saying the word, “content” is too vague. What does it mean? More importantly, how does it apply to YOUR company?

A Simple Definition

A quick Google search will give you a long-winded definition. So, I am going to break it down into something much simpler. Content Marketing is using the information and knowledge you already have to educate your prospects and customers. When done correctly, it positions you as an expert. This is good because consumers buy from brands they trust and believe know what they are talking about.

A Quick Example

For example, let’s say you are running a gym. Your goal is to increase membership. However, if your marketing is limited to traditional ads, you will become white noise since everyone else does the same thing. However, what if you shared a blog post about five ways to start working out? Perhaps, a member of your staff could create an infographic that outlines a basic workout someone could follow on their first day?

Now, your gym is known for helping beginners get started. Your content has helped them get over their fear of joining the gym. The best part is the return on your investment. At most, you spend a couple of hundred dollars on content that can be used for years and years to come. One blog post can equal 100 new members. Do the math. It works out well for you.

The best type of content gives information away for free. Now, as a business owner, you might not be fond of that word but hear me out. We are not talking about giving your money-making products or services away. Instead, we are talking about sharing information and advice that helps your customer solve an immediate problem.

Let us go back to our gym example. Think about why someone might be hesitant to join your gym. Perhaps, they are out of shape and afraid of getting hurt? To get them over this hurdle and into your facility, you can create a piece of content that focuses on stretching before and after a workout. You have now removed a barrier in their customer journey and gives them the confidence to join your gym. All thanks to one document that can be re-used for years.

Of course, the key is to understand WHO you are creating content for. So, before you do anything, take some time to think about who you are selling to. What issues can you solve with just a blog post or eBook? What topics do they need more information about before they can buy what you are selling? This exercise outlines both your target audience and the topics you will need to cover.

Types of Content

Lastly, you must understand WHAT type of content works best. To be transparent, this is a complex question that requires the help of a strategist (like myself). However, since we will follow the rules I set above, below is a cheat sheet to get you started.

To help you best understand this chart, we will use the topic of “Why you should join a gym” as an example.

Type of Content	Description	What is it used for?	Example
Blog Post	Long form between 500 - 1,200 words	To provide high level information	5 Reasons You Should Join A Gym
Infographic	One page, professionally designed, featuring images and data	To use data and information to educate your audience and get a point across	5 Stats That Prove Joining A Gym Helps You Lose Weight
eBook	Multi-page document, professionally designed	To dive deeper into a complex topic that cannot be covered in a blog post	The 5 Step Process To Go From Couch Potato To Marathon Runner In 1 Year
eMails	Sales eMails, between 100-300 words	To connect with a mailing list and provide updates	New Years Special: 50% Off Your First Three Months and One FREE Personal Training Session
Social Media	Posts on company pages	To keep your brand at the top of your target audience’s mind	Take A Look Inside Our Weekly Bootcamp Classes!

Let’s Recap

Content marketing can result in huge wins for your company. However, simply writing a few blog posts and letting them sit on your website won’t do anything for you. Instead, you must craft a simple yet powerful strategy around who you are targeting, what do they want to read, and what’s the best vehicle to get that information to them?

We Should Talk

I would love to speak with you about these ideas and how I can implement them for your brand. Please use this link to book a free strategy call. Talk soon!

Kyle Grappone, Founder of Little Guy Ai
Small business marketing expert trying to level the playing field