What is Content Marketing? How to Get Started in 2024

Content marketing strategically creates and shares relevant, valuable content—such as blogs, newsletters, white papers, social media posts, emails, and videos—to engage current and potential customers. When executed correctly, this content demonstrates your expertise and shows that your company values its customers.

The consistent application of content marketing fosters and nurtures relationships with your prospective and existing customers. When your audience perceives your company as a partner invested in their success and a valuable source of advice and guidance, they are likelier to choose you when it’s time to buy.

Why is Content Marketing Important?

Content marketing is a proven tactic that works and provides a competitive edge. Consider the following data about content marketing:

When implemented effectively, a content marketing strategy can:

  • Increase online visibility: A content strategy can help you attract more customers and website visitors, especially when people constantly search for solutions to their problems. Providing educational and informative content on a topic of interest can help increase your online visibility through your website or social media accounts.
  • Generate more leads: You can increase leads when content marketing is used to drive traffic. Since educating customers builds trust and makes them feel more comfortable purchasing from your business, you can generate more leads and begin to develop relationships with potential shoppers.
  • Boost loyalty: Loyalty is crucial in marketing and business because the more loyal your customers are, the more repeat purchases they’ll make. Offering informative content can help consumers trust your brand and see you as a thought leader.
  • Improve authority: Creating content is ideal for improving authority and becoming a thought leader in your industry. Not only does content help you build trust, but it can position your brand as the most authoritative on a particular topic.

How Does Content Marketing Work?

Your business can use content marketing to attract leads, make a case for your product or service when someone is researching what to buy, and close sales. To use it effectively, you’ll need to deliver the right content at each sales cycle stage—from awareness through consideration to purchase. If this sounds complicated, don’t worry: Approaching content this way simplifies the process.

Here’s how companies use content marketing in each stage of the customer journey cycle to engage and sell:

  • Awareness stage: At the first stage of the sales process, your content should focus on your audience’s top concerns. Writing about their pain points, challenges, and questions gives you the best chance of engaging with them. Content at the awareness stage should be educational and how-to advice. Save your selling for the consideration and closing phases.
  • Consideration stage: At this stage, your audience evaluates different products or services to find the best fit. Your content should provide detailed information about your offerings and how they compare to competitors.
  • The decision stage is the final stage, where your audience is ready to purchase. Your content should reinforce the value of your product or service and provide a clear call to action.

How to Get Started with Content Marketing

Embarking on a content marketing journey can seem daunting, but it doesn’t have to be. A successful content marketing campaign should be both manageable and sustainable. Here are some steps to help you get started:

Identify Your Audience

The first step in creating content is to have a clear understanding of who your audience is. You must know your target audience’s priorities, challenges, and preferences. If you have detailed descriptions of your various audience segments, choose one or two to write for if you need more time to craft profiles of your audience members and prospects before creating content.

Determine the Right Formats

The format of your content should align with the stage of the sales cycle you’re creating content for. Another essential consideration is which formats will best help you showcase value. This medium might be a video; a checklist might be more appropriate for others. Remember, your audience will judge the quality of your content, so ensure you have the right internal or external resources to create high-quality content. And remember to have a professional proofreader review anything before it goes out the door.

Decide on Your Distribution Channels

Will you post content on your site, email it to people, or print it for an event? Start by identifying where your audience will likely be, and choose formats that make sense for those channels. For example, you can share a blog via email, a checklist or worksheet could be posted on social media, and a buyer’s guide could be an excellent follow-up to a sales pitch.

Choose a Sustainable Schedule

Once you know your target readers and the best formats for each stage in the sales cycle, create a short-term (3-6 months) plan. It’s easy to develop an overly ambitious content marketing plan, but the design plan should include content elements you can realistically create based on your budget and resources. Please keep track of how long it takes you to create each piece of content so that you can build that time into your schedule.

You can create a compelling and sustainable content marketing strategy by following these steps. Remember, content marketing is a long-term commitment, but with careful planning and execution, it can yield significant benefits for your business.


Content marketing is a powerful tool for attracting and retaining customers. It’s about providing valuable content that helps your audience solve their problems and meet their needs. Doing so can build trust with your audience and position your brand as a thought leader in your industry.

How Boston Web Marketing Can Enhance Your Content Strategy

Boston Web Marketing is a proficient content marketing agency that provides comprehensive SEO services to help you create compelling and tailored content that resonates with your target audience. Our team of experts is skilled in developing data-driven content marketing strategies, creating engaging content tailored to your audience’s needs and preferences, and optimizing your content for search engines to increase visibility. Our content strategy services are designed to enhance your online presence, build your brand authority, and drive customer engagement. Contact us today at 857.526.0096 or complete our online inquiry form to get started!

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