Content Marketing: What it is and How it Works

Content Marketing: What it is and How it Works

A couple wants to renovate their house and are looking around for the best products.

They visit a local store’s website offering a huge range of floor products that cater to different needs.

They scroll through a broad list of products but save for the screaming price tags, product information is rather scanty.

“What a lost opportunity for these guys,” the wife laments.

A similar website offers demo videos, informative product articles, free expert consultation, and a buying guide for each product.

Which website are they likely to give business?

Your guess is as good as mine.

You see, one fact about today’s customer is they have the leisure of finding what they want at the click of a mouse.

So, among a gazillion of similar businesses, how can you stay ahead of the curve?

Enter the world of content marketing.

What is Content Marketing?

It’s a form of marketing that creates and distributes engaging, informative, and relevant content to attract and call to action.

In marketing, a call to action is a request to a targeted audience to take specific action.

An advertisement may ask you to “learn more,” or “call now,” or “watch a video,” to take you to the next level of their marketing funnel.

Once you start a blog for your business, you’ll need to use digital marketing tactics to meet your business goals.

Some of the goals include building awareness, getting traffic, subscribers, driving sales, or promoting a new product.

Consider the digital marketing funnel before launching a marketing campaign.

It demonstrates how the customer learns about your business to the point they become a paying customer.

For better insight, let’s see how content marketing works at different stages of the digital marketing funnel.

Stage 1. Awareness

Here, potential buyers have heard little or nothing about your business and are looking for more information.

This is where you start building rapport and form a trusted relationship with prospects.

Blog posts, FAQ’S, and informative articles are content that builds awareness. 

They also help customers learn more about your products or services.

Stage 2. Interest

Once there’s a buzz about your products, prospects begin to show interest and are seeking more helpful information.

Provide entertaining or educational videos to deliver and answer their specific questions.

Let’s say you’re a financial consultant who’s trying to acquire more clients.

Some types of content include;

  • Informative articles on steps clients can take to achieve financial freedom
  • A personal finance and budgeting template
  • A free podcast episode where you teach and give tips to financial freedom

Stage 3. Consideration

After getting helpful information, your prospect is interested and ready to consider your services.

Send them more information about your products that addresses their specific pain points and include call-to-action buttons.

Let’s say you’re a flooring expert trying to get more homeowners from colder regions to purchase a new, warmer flooring solution.

What type of content can you use?

  • A testimonial from a customer who had constant leg pain due to cold flooring and got relief after purchasing your flooring solution.
  • The testimonial addresses the specific pain point (cold floor) and introduces prospects, to the product while showcasing its value.
  • You can also run a survey and get customer feedback then give out a free product trial.

Stage 4. Conversion

Through testimonials and educational content, prospects now know the value of your product and are ready to buy.

Grab this golden opportunity to sell, outshine your competitors, and convince your prospects why your product is the best.

Don’t get carried away though.

Instead of selling the features of your product, sell the benefits, and explain the value.

In doing this, you’re showing customers that you understand them which helps build trust.

To help prospects buy, use these types of content;

  • Create automated email series to your prospects describing your product’s benefit.
  • Offer freebies or free samples.
  • Give “special deals or limited time offers” to create a sense of urgency and encourage more prospects to take action
  • Host a live sales webinar to showcase your products and give great product descriptions that can benefit your prospects
  • Include some call to action buttons e.g “Request a quote,” or  “Buy now,”

Stage 5. Loyalty

You’ve nurtured your prospect and won them. Congratulations.

Is that all?

Customer retention, loyalty, and advocacy happens when businesses make a follow up with new and existing customers.

If a customer keeps buying and bringing new customers to your business, occasionally shower them with great discounts.

Keep adding value by cross-selling and upselling products you know they might benefit from.

A client once told me to resist getting carried away with their bulk orders instead focus on keeping them long enough.

His point hit home hard and I realized getting repeat business from them would take more than a mere “Hey, will you buy product x.”

How do you ensure customers keep coming back? These types of content will make them feel valuable even after the deal is done;

  • Educational emails/videos to teach customers how to use your products
  • Send a questionnaire/survey of what other products they’d like to get 
  • Send emails to collect customer feedback and ask them to suggest areas of improvement 
  • Create a loyalty program where clients get rewards and massive discounts for referring you

Read some examples on ways different companies use to make their customers loyal to their brand.

Your takeaway

By now, digital content marketing is not a new term anymore.

Our goal as business people is to employ different methods that attract, engage, win, and retain customers to our brand.

Don’t shy away from trying what works best for you.

Have you started your blog yet? What content marketing methods are you using?

Want to start a blog? Click here to start one using my super easy beginner guide. 


Mary Waitherero

Hello. I'm Mary Njoroge. I'm a blogger, vlogger. freelance writer, digital marketer, farmer, and a married mother of three jubilant girls. I enjoy cooking, traveling, reading, and love everything fashion and decor

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Ciru Clemence

Hi Mary,
Thank you for this article, I’m looking to start a blog soon and I’m glad I have come to this page. So much useful advice that I will take with me and apply in my own blog. Thank you for this, keep them coming.

Mary Waitherero

Hi Ciru. I’m glad you found the article enlightening. Go ahead and start one. You got this.

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