Content Marketing

 I had been hearing about “content” for a long time. To me, it was a vague term that had something to do with writing articles for the internet. My interest grew when I read a post by Joe Lasauskas of Contently, a leading content marketing platform. It turns out he’s a big believer in the power of storytelling in content marketing: “As human beings we are programmed to respond to stories,” he says. “Stories make us remember and they make us care.”

That encouraged me to do more research on the process, and I found many more references to “storytelling.” The term was used to describe a method of presenting information in an engaging, personal manner, rather than through the use of facts, graphs and promotional hype.

Well, now… I’ve been creating stories my entire career, first as a journalist, later as a copywriter, and finally as an author of novels. I decided to look even deeper into this content thing. Here what I found:

When you write “content” you focus on your customers and prospects and what’s important to them–-mainly themselves. You write to inform, engage and entertain in order to build loyalty and trust, but it isn’t content marketing, unless it drives action—for example, customer retention, lead generation, or conversion.

Content marketing fits perfectly into the digital world, and it fits perfectly with my talent, experience, and mindset. There’s nothing wrong with traditional marketing. There’s certainly a place for it, but intrusive marketing is only effective when a prospect is ready to buy. The other 99% of the time, marketers have come to rely on content marketing to lead people in that direction.

So now maybe you understand why I’ve added content marketing as a new phase in my profession. Here are some of the main types of content that I can help your agency with:

  • Blogs
  • Newsletters
  • Articles (print and web)
  • E-Books
  • White Papers
  • Case Studies

The last four should be part of your arsenal and can provide great value when the need arises. The heavy hitters, though, are blogs and newsletters. If used together on a regular basis, that combo can produce all the advantages of having a strong relationship with a loyal and educated customer base.

My Vision for the Big Payoff

If you really want to build strong relationships and experience its many rewards, it makes sense to engage your customers and be sincere about it. If you’re not making a real effort, if you’re just sending them canned material, they’ll know. They get it–no big deal–but you’ve lost the chance to show your true colors and fully connect on a personal level.

When you send your newsletter, ideally once a month, make sure it contains mostly original material, not articles purchased from a marketing company. Show them that you think they’re worth the effort. Base the stories heavily on things you and your employees know from experience that your customers are concerned about or interested in.

Those kinds of topics should be the focus of your main articles, which can be used in both the newsletter and the blog. It would help, of course, if  you could get your employees involved and motivated to contribute ideas.

Your Blog

This is where you demonstrate your competence, empathy and professionalism. It’s also where you’re likely to need my help, because primary duties will ultimately dominate your schedule. But even if I do most of the writing,  each post will still be your idea, written at your direction with your notes and eventually given your voice when you tweak the draft I give you.

You blog can be used in the newsletter, posted on your website and maybe even distributed by e-mail. Make the effort to publish as often as possible, because Google rewards quality (in this case, original work) and consistency more than keywords these days.

If you want to do it, I can help you, and I think you’ll be pleased with the results. For details and pricing, go here:


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