What is Content Marketing and How Can it Help Me?

Feels a little like a loaded question and like I'm being attacked (says the guy writing the article who came up with the question) but I'm happy to answer nonetheless..

Here’s the definition: a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.

So what’s the point and how can it help you?

The main way that content marketing will help you and your business is it helps you go from advertising to potential clients or customers, and helps you become the trusted source for their needs.

I've always said relationships are like bank accounts, you can't make a withdrawal without making a deposit first (I did not come up with this and unfortunately I'm not sure who said it first) and this is true with client/customer relationships as well. You can't expect someone to do business with you if they can't trust you.

1. It Builds Trust Before the Sale

People don’t buy from businesses. They buy from people, and most importantly people they trust. Content—whether it’s a quick video, a blog post, or a behind-the-scenes look—lets people get to know you before they need you. That way, when the time comes, you’re already familiar. You’ve shown up. You’ve made a deposit.

👉 Try this: Post a video sharing a common client question or myth you hear in your industry. Keep it real. Keep it short. Just be helpful.

2. It Moves You From “Just Another Business” to “The Go-To Expert”

Anyone can run an ad. But when you’re consistently creating content that educates, entertains, or helps people solve a problem, you become the expert. You’re not shouting “buy now”—you’re proving your value before anyone opens their wallet, and they might already be telling others “buy from them”.

👉 Try this: Write a simple “How To” blog or carousel post that answers a problem your ideal customer Googles. Bonus: Use your local area name in the title for better SEO.

3. It Helps You Show Up Where People Are Already Looking

Most people don’t wake up and immediately search for your service. But they do scroll TikTok. They read Google reviews. They ask questions on Facebook. Content marketing helps you show up in all the places your ideal clients are already hanging out. That means you're not just finding them—they’re finding you.

👉 Try this: Take one piece of content and repurpose it across multiple platforms. A tip you post on TikTok can also be a Reel, a YouTube Short, and a quote graphic.

4. It Gives Your Business a Personality (Which Matters More Than You Think)

Your content is your digital handshake. If someone lands on your Instagram or website and it’s just product photos or a bunch of “call us today” posts, they’re not going to stick around. People want to know who they’re doing business with. A little personality goes a long way.

👉 Try this: Share a story. It can be how you got started, a customer win, or even a “day in the life” video. Let people see the human side of what you do.

5. It Makes Your Marketing Work Smarter, Not Harder

When you invest in content, you’re building assets that keep working. A good blog can drive traffic for months (or years). A short video can live on TikTok, Instagram, YouTube Shorts, and your website. Content compounds over time. It’s not just a one-and-done post—it’s a system.

👉 Try this: Create one “pillar” piece of content each month (like a blog, in-depth video, or case study), then break it into smaller posts for the rest of the month.

Bottom Line:
Content marketing isn’t a magic fix. It’s a long game. But it’s the kind of game that pays off by attracting people who actually want what you offer. It shifts you from chasing customers to building a brand people trust.

If you’re tired of feeling like you’re constantly selling and not seeing much in return, maybe it’s time to try a different approach.

Let your content do some of the heavy lifting.