How to Build Your Brand with Content Marketing

You may have heard of the term “Content Marketing,” but what exactly does that mean? For most clients they assume it refers to the act of blogging- while blogging is a foundational part of content marketing it’s still just a piece of the pie.

 Content marketing is the process of delivering upfront value to your audience in order to attract prospects and draw them into your digital marketing sales funnel.

A good piece of content can be very resource heavy- and it’s frustrating when you’ve spent a lot of time and money to create a quality piece of content for it to then not take off the way you expected. In this post I’m going to tell you how to create effective content that has purpose and converts!

Before a stranger becomes a customer they must go through these 3 phases:

  1. Awareness – Your prospect must first become aware of your company and the solution you offer to their problem, they may also become aware of a problem they didn’t even know they had!

  2. Evaluation – Once they are aware of you they must then decide whether or not they’d like to do business with your company, and how you rate in comparison to your competitors.

  3. Conversion – They decide whether or not to pull the trigger and make a purchase.

Content marketing plays a crucial role in all 3 of these steps.

To move your prospect through an online marketing funnel, you need to deliver specific content at each point in this journey.

1. Awareness 

At this stage your prospect is unaware of your company and likely unaware that they even have a problem needing a solution. Because of this you need to create value upfront that either entertains, educates or inspires (or if you’re a real hot shot all 3.) The goal of this content is to not only increase awareness but also to build trust and establish authority within your industry.

For the majority of businesses blog posts come top of mind, however this type of content could also include:

  • Social Media posts
  • Infographics
  • Photography
  • Podcasts
  • Primary Research

2. Evaluation

Too many businesses only produce content intended for the awareness stage. But not you! After you’ve made a prospect aware of your company, and the solution your product or service offers it’s now time enage in lead generation. This means collecting their contact information,  and it’s done by offering a valuable piece of content in exchange for an email address- thus your prospect will be opted in to receive future marketing campaigns.

An example of a lead magnet includes

  • Casestudies
  • Guides/Worksheets/Checklists
  • Software Downloads
  • A Discount or Coupon
  • Quizzes/Surveys
  • Webinars/Events

A good lead magnet is very specific information that is valuable to a only a very specific targeted audience!

3. Conversion

Lastly we need to build content that helps your lead decide between you and your competitor and addresses any objections they may have to the sale. Ask yourself what type of content or information can you give them so that they can make a fully informed purchase decision?

Here are a few ideas

  • Demos/Free Trials
  • Casestudies
  • Testimonials
  • Comparison/Spec Sheets
  • Webinars or Events
  • Free Consults


To get  the most of your content marketing you need to come to the table with a plan! Know WHY you’re creating a piece of content and for whom. I see it over and over again companies putting in the resources to blog or create stunning videos to only then not fully utilize it.  They have a video that costs thousands to shoot with 10 views! 😩

If you want your content to get exposure it needs to either go viral (very hard without an existing large social media audience) or you have to PAY to promote through social channels with an ad campaign. IMPORTANT- The only way to scale content is to send paid traffic to it!

Good content warms you up to your audience, builds trust and establishes authority. It can also increase your sales, collect leads and improve your website SEO!

Tools- BuzzSumo find out what content performs the best for your chosen keywords, by viewing the number of likes and shares through social channels