Introducing Block Patterns
Content marketing is the use of content to help meet a marketing goal for your organization. This could take shape as the acquisition of potential customers, retention of existing ones, making more people aware of your brand or your products, or any other such endeavor.
Perhaps most importantly to search marketers, content is the “raw material” of SEO.
Every link earned by marketers points to a piece of content, and the keywords people type into search engines are an attempt to find content. Every email, every tweet, every landing page, and every product description — they’re all examples of content.
For one thing, content comprises the core elements marketers can optimize for search engines. Beyond just optimizing the words on a page, the metadata these elements provide to online content help robots from Google and Facebook, among others, understand the information they are crawling so it can be delivered for the right search query.
Content is at the core of what we do as not only SEOs, but as marketers. It’s the primarily vehicle by which we reach our goals, whether that’s delivering information to prospects, educating our audience, or making a sale.
Benefits of Content Marketing
Boosted Organic Traffic
Traffic is an obvious benefit; it’s also one of the most important. Creating quality content enhances the chances of your website acquiring and retaining visitors.
Improved Search Visibility
Valuable content attracts editorial links, which tell Google you’re important and authoritative. In-depth and thorough content can also help provide additional “raw material” that Google can crawl and use to get a more complete idea of what your company is about, allowing it to return your site for more relevant queries.
Direct Customer Conversions
The better able you are to explain the unique value proposition of your products or services, the greater the chance of your brand earning their business.
Stronger Brand Awareness
Content gives your audience something to talk about. When they’re talking about you, they’re teaching each other about your company, often passing recommendations and links around in the process (first stage of marketing funnel).
Trust and Authority
If people trust who you are, they’re more likely to share your content. Even better, because of the positive signals from people visiting, sharing and linking to your content, Google is more likely to view your brand as an authority, increasing the likelihood that your SERP rankings improve over time.
Content marketing brings immediate traffic and long term results
With a wealth of benefits, including:
- Nurture existing leads
- Build brand authority
- Increase user loyalty and retention
- Drive targeted organic traffic
- Beat out competitors for critical search terms
- Improve domain authority over time
Where Marketers Often Go Wrong
🚫 Chasing Tactics Without a Clear Strategy
→ Write posts without clear positioning
→ Chase trends but ignore core content pillars
→ Copy competitors instead of finding unique angles
→ Prioritize quick hacks over long-term audience building
⚠️ Treating Content as a Box to Check
They don’t actually believe in content.
They see it as a box to check… not a growth driver.
And this mindset leads to bad decisions:
– “Just use AI, no time for deep research.”
– “Make this post viral, we need buzz now!”
– “How many leads did last week’s post generate?”
They rush the process but expect long-term success. And the results? Predictable failure:
For the Brand → No differentiation, lost in the noise
For the Team → No direction, constant last-minute pivots
For the Audience → No trust, no connection, no action
❌ Failing to Track Performance Metrics
Without tracking metrics, they can’t refine their approach for better results.
My Approach
This is where my approach makes a difference. I develop and execute content strategies that ensure measurable success. Have a look below for a more in-depth breakdown of how I typically handle projects.
01
Strategy Call
We’ll get clear on who your ideal users are, what outcomes they need to achieve in their work life or business and how we can support that with niched, targeted content.
02
Keyword Research
Inhouse, you may start with content ideas and that’s fine. I always start by finding the right keyphrases for your business (target user and domain authority). Then I write the title.
03
Content Research & Draft
After you’ve approved the titles and their keyphrases, I work on one draft at a time. The research might include industry reports or brief interviews.
04
Client Review
Your turn! Take a peek at the content and have your marketing manager deliver any feedback. I provide 2 revision requests with every piece of content.