Why is everyone talking about content marketing?

written by Sarah Colgate

Business Tips for 2024 | Helpful tips for tourism operators

February 8, 2024

From my perspective content marketing is reasonably straightforward once you understand the basics and why it’s needed.

Professionally I have plugged into as much as I can around digital marketing, how it’s done, what I need to know to ensure I am up to date and much more. I even took a course this year to become a Certified Digital Marketing Professional. I am sure you are wondering why, as I have a lifetime of experience in marketing. Well it’s simple, I wanted to ensure I knew what I knew and because over the past few years of business ownership my team had been focused on marketing while I ran the businesses.  

Surprise, surprise it turns out I do know a lot around all the concepts and how digital marketing is done and how to ensure its effectiveness. What I realised is that I don’t know the technical details of using every single platform and I also realised who needs that level of knowledge when they change so often anyway.

So what is content marketing?

It’s really just a strategic marketing approach that involves creating and distributing valuable, relevant, and consistent content to attract and engage your target audience. 

The goal of content marketing is to provide information and / or entertainment to the audience, rather than explicitly promoting a product or service.

Content marketing is based on the principle of building a relationship with potential customers by providing them with valuable content that meets their needs and interests. This content can take various forms, such as blog posts (like this one), articles, videos, podcasts, infographics, social media posts, e-books and more.

The content created in content marketing aims to educate, entertain, inspire, or solve a problem for the audience. This blog is designed to educate you the business owner or executive around content marketing in an easy to understand manner. 

By delivering high quality and valuable content, businesses can establish themselves as thought leaders or experts in their industry. Me, I am more about helping business owners and executives live their best lives, enjoy being in business while they are also successful in business. 

Content helps build trust, credibility, and brand loyalty, which can ultimately lead to increased customer engagement, conversions and sales.

Content marketing is often used in conjunction with other marketing strategies, such as search engine optimisation (SEO). Content marketing can include loads of keywords and search terms that will help potential customers find your business.

How can content marketing benefit a business?

Content marketing offers several benefits for businesses and individuals and I have outlined and explained those benefits below.  

By creating and distributing valuable content, businesses can increase their online presence and reach a wider audience. This helps raise brand awareness and establishes the brand as a reliable source of information.

Example: If you are a hotel on the Gold Coast you might write a blog about the best local restaurants to help your customers during their stay. On the blog you can also have links back to the restaurants or a special offer to your customers to add more value to the content.

Content marketing allows you to engage with your target audience in a meaningful way. When you provide valuable content that resonates with their needs and interests, you can encourage audience interaction, comments and shares which will in turn foster a sense of community around your brand.

In saying this not everyone will interact and engage however those that see it will remember you and your brand. 

When you are consistently delivering high quality content the value of your brand will increase, trust and credibility with your audience also improves. When people perceive your brand as a valuable source of information, they are more likely to view you as an industry expert and consider your products or services. That’s what I am doing here. 

My purpose is to help business owners and executives in their businesses. By writing blogs and showing my knowledge in a way that helps others I believe increases the value of me and my services to the target audience.

Creating and optimising content for search engines can improve your website’s visibility in search results. By targeting relevant keywords and providing valuable information, you can attract organic traffic to your website, increasing the chances of converting visitors into customers. A website with loads of helpful content is more likely to out rank one that has nothing but products and services.

On your website you can offer valuable content in exchange for email addresses. Asking people to opt in and sending them information via email is one way to use content marketing to capture leads. When you nurture these leads with relevant content, you can guide them through the buyer’s journey and increase the likelihood of converting them into customers.

Compared to traditional advertising methods, content marketing can be more cost effective. Creating and distributing content online is generally less expensive than traditional advertising channels, and the long term benefits can outweigh the initial investment. I must say though creating content can be time consuming so set aside time to ensure what you are creating is relevant and valuable to your clients.

Content marketing helps build a loyal customer base by providing ongoing value to your audience. By consistently delivering relevant and helpful content, you can strengthen the relationship with your existing customers, encourage repeat purchases, and foster brand loyalty.

An example of improving customer loyalty with content marketing is my local chiropractor. Between visits he sends customers a range of exercises and stretches as well as information on how doing these will improve your health and well being. This is valuable information to receive.

In industries where competition is high, content marketing can give you a competitive edge. By delivering unique and valuable content, you can differentiate your brand from competitors and attract a dedicated audience. Customers will see additional value in what you are offering because you have gone to the trouble to share useful information with them to help them.


Content marketing requires time, effort and a solid strategy. Continually think about what’s important to your customers or potential customers. Ask your customers what they want, how you can help them more and also listen to their questions, note them down and answer them with content. 

Consistency and relevance are key to maximising the benefits and achieving long term success with content marketing.

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