Create. Share. Repeat.
If content marketing had a mantra, it would be create, share, repeat.
But content marketing is more than just sharing about your products and services on social media, on your blog, or in your newsletter. It’s about creating and sharing content with strategic intention, educating and entertaining current and potential customers, and positioning yourself as an expert in your chosen field.
What is content marketing? It entails all of the online tools available (most at little to no cost) for people to advertise their products or services. These include:
Blogs
Video
Social media
Podcasts
Email newsletters
Infographics
E-books
White papers
Case studies
How-to guides
Events
And more
Soft-sell for success
The best way to approach content marketing is to see it as a ‘soft-sell.’ That’s not to say you should never advertise your products or services. Indeed, some people may visit your social media account while searching for a particular product or service. In that case, it’s important that they see something related to what you sell. But that’s not all they should see. Content marketing is full of chances to establish your personality, your values, and what you can do for your customers.
Awareness, consideration, decision
Before a visitor becomes a customer, they go through three stages related to your brand: awareness, consideration, and decision. I’ll highlight which pieces of your content marketing should be focused on in each.
In the awareness stage, they might have seen a post or heard about your product through word of mouth. This is where advertising comes into play—letting the world know your product exists. Important aspects of your marketing at this stage include creative verbiage and compelling, attention-grabbing graphic design. Consider adding enticing videos to your social media (using Instagram reels or TikTok) and website (using YouTube), as video is the king of content.
In the consideration stage, customers do research into your product or service. They visit your website and read reviews. They sign up for your newsletter for more information. At this stage, the easier it is for them to find information, the better. Make sure your website is up to date (I always recommend Squarespace) and that your newsletter (MailChimp is the gold standard) is super easy to sign up for.
In the decision stage, customers are ready to purchase. They buy online, go to your store, or call to hire you for a service. Make sure your e-commerce store is always maintained and working (I prefer Shopify for e-commerce), that your product information is up-to-date, and that you are on top of your customer service game.
Consistent, mobile-friendly content
Don’t forget to be consistent. Develop a schedule for your posts and email newsletters months in advance, and stick to it. Also, make sure all of your content is mobile friendly, as more and more online activity is taking place on our phones. Modern website builders and email newsletter services have a way for you to adjust layouts for mobile devices—always use them.
Ease of use vs. pressed for time
Content marketing tools are theoretically easy to use. But the challenge many people run up against is finding the time to develop and implement a consistent strategy ahead of time. If you’re struggling with this, try setting aside ten minutes every morning for a week to work on your schedule. Tackling big problems in small increments is a proven path to success.
My design studio is fully equipped to handle all of your content marketing needs, from video to social media, websites and e-commerce, and newsletters to creative writing. I’m always happy to chat on the phone to discuss your next project. Click to contact me.
About Jon Hébert
I’m a former newspaper editor, radio DJ, art director, and rock n’ roll front man who ventured into graphic design as a hobby. After receiving my art and design degree from LSU, I worked at several marketing firms before opening Jon Hébert Creative in 2003. I’ve since helped hundreds of clients with their graphic design, digital strategy, storytelling, and more. I’m also a musician and writer.
