What Is The Role Of Content Marketing in 2023?
Content Marketing 101: A primer on the role of content marketing in 2023, and how you can use to market your small business effectively.
What is the role of content marketing in 2023?
Writer Erica Santiago summed up the state of content marketing in a Hubspot blog, explaining: “Marketing without content is like a book without words.”
Basically meaning, you’ll be hard-pressed to find a business of any size who isn’t using some form of social media, blogging, podcasting or video to communicate with their audiences online — the operative word being “with.”
When I attended Columbia University’s Digital Marketing Program in the summer of 2020, the professor explained the role of content marketing is (and always has been) meeting people where they are at on their customer journey.
The Best Content Feels Like A Conversation
Content is engrained all across marketing. And best content is a conversation. A two-way street where brands have the opportunity to foster relationships with, as opposed to talking at, their potential customers.
Regardless of the medium or format, an effective content strategy can captivate audiences through engaging narratives, humor, nostalgia, or compelling hooks. It enables brands to forge genuine connections with potential customers on a personal level, ultimately driving revenue.
While content marketing isn’t direct sales, effective content marketing builds the trust required for your ideal clients to make a purchasing decision. So, even if they are not in the market for your service now, your company will be top-of-mind when they are ready to move forward. And it’s your content that helps take the next step.
Having created content strategies for hundreds of small business owners, coaches, consultants, and freelancers over the years, I’ve seen first hand one of the most challenging aspects of content marketing: Keeping up.
In this content marketing blog, I’ll help you navigate the role of content marketing in your small service-based business, and how to use it to build trust, gain unshakable authority in your field, and generate revenue from clients who are buzzing to work with you for your expertise.
The History Of Content Marketing
It’s a myth that content marketing is a newfangled marketing tactic that’s reserved for influencers and Instagramers.
While a buzzword, content marketing has roots that trace back centuries. Before the advent of the internet, businesses used to attract, inform, and retain customers.
In the late 19th century, for instance, John Deere launched "The Furrow," a magazine designed to provide farmers with valuable information, positioning the company as a trusted resource in the agricultural industry. The Furrow magazine still exists today BTW.
Probably, one of the most iconic early examples of content marketing is the Michelin Guide.
Originally introduced by the Michelin brothers (of tire fame) in the early 20th century, this guidebook wasn't devised to sell tires. Instead, it aimed to offer motorists essential resources like maps and travel advice. But its landmark moment came in 1926 when the guide began bestowing stars upon fine dining establishments, recognizing them for their culinary prowess. Sorry if this news comes as a shock to foodies, but Michelin Stars aren’t much more than a marketing tactic.
This addition transformed the Michelin Guide into a revered tome for gastronomes worldwide, and its popularity soared. Today, the guide stands as a pinnacle of restaurant critique, and its annual reviews are eagerly awaited by culinary aficionados. Restaurants that earn Michelin stars often see a surge in patrons, a testament to the guide's influence.
In its essence, the Michelin Guide exemplifies the power of content marketing — not just as a method to promote a product, but as a means to forge trust, provide genuine value, and cultivate an enduring brand legacy.
The good news in 2023 is that small business owners with limited resources don’t need to go through the trouble of creating and distributing physical books, guides, and magazines. Today, we have the Internet, computers in our pockets, and no lack of social media platforms to help us get the word out.
While there is no doubt that content marketing has evolved, its essence remains the same: delivering valuable content to build trust, inform, and create lasting relationships with consumers.
Does Content Marketing Still Work?
It does’t come as news to you that we live in an age saturated with posts and ever-evolving algorithms.
I’m often asked does content marketing work? Despite the shifting landscape, the answer remains 'yes.’
And truthfully, it’s just expected from every businesses — no matter its size or resources — at this point.
Well-planned content strategies pay off.
Content marketing has a consistently higher ROI than paid advertising, according to industry leader Marketing Insider Group.
How Small Businesses Are Using Content Marketing In 2023 — And Beyond
Before the Internet, small businesses leaned on print ads, traditional media spots, cold calls, and close-knit business circles for outreach. Being listed in the Yellow Pages was a hallmark marketing tactic.
Now, the landscape of marketing opportunities has expanded vastly. Small businesses are recognizing this shift and are willing to invest more in it. A recent Taradel marketing survey highlighted that a whopping 94% of small businesses aim to ramp up their marketing budgets in 2024.
So, where is their marketing budget going?
Forbes suggests that small business owners are channeling their funds into digital arenas, notably:
Social media marketing
Search engine optimization (SEO)
Email marketing
More good news: A single content marketing plan seamlessly blends all three for maximum return on investment, with much less creation.
Email marketing and social media marketing provides a direct line to engage subscribers and followers with meaningful content. Concurrently, effective content marketing can attract more visitors to a business's website with SEO, which in turn can grow your email subscribers and follower base.
It’s an ecosystem rather than a mad dash to post. In fact, consistently producing content for content’s sake will not reap the rewards, according to Search Engine Journal. Instead, quality over quantity will lead to better engagement in 2023. It’s the interplay of these avenues that amplify brand visibility and deepen customer connection.
8 Crucial Roles Of Content Marketing
Content marketing is always adapting to trends, but the reasons for using content marketing are largely the same.
Building Trust and Credibility:
There's a lot of information out there. Because of this, people are looking for brands they can trust. By regularly sharing good, honest content, brands can become go-to experts in their field.
2. Tailored User Experience:
Thanks to smart tech like AI, content can now be tailored just for you. Brands use these tools to make sure they're showing you content that fits your interests, making your online experience feel personal.
3. SEO and Visibility:
Ever wonder how Google decides what shows up first in search results? That's SEO! Even with all the tech changes, having good, unique content is still a top way for brands to be easily found on search engines.
4. Integrated Marketing Channels:
Content isn't just writing. Brands are using videos, podcasts, online events, and even interactive games to share their message. This mix lets them reach all kinds of people, no matter what they like.
5. Engagement and Community Building:
Instead of just selling things, brands are now trying to talk and build relationships with their audience. Sharing content helps start conversations and makes customers feel part of a bigger community.
6. Supporting the Sales Funnel:
Imagine shopping as a journey. Content helps guide you through this journey, from just finding out about a product to finally buying it. Brands use articles, videos, and reviews to help you at each step.
7. Educating the Audience:
People are curious and want to learn about their options before making a decision. Brands use content marketing to answer questions and share new info, whether it's about the latest fashion trend or how to use a new gadget. Always be answering the question, “What’s in this for me?” from the reader’s point of point.
8. Sustainability and Evergreen Content:
Some content never gets old! "Evergreen" content is always useful and keeps bringing people back. For brands, this is like a golden oldie song that everyone loves and never stops playing.
Thanks For Reading!
Hey, I'm Cyndi Zaweski, the owner of content marketing consultancy Ascent StoryCraft and the founder The Content Crafters Membership.
When I’m not nerding out on all things content marketing, you can find me reading a personal development book, listening to a true crime podcast, or at the beach with my husband, Jason, and our dog Molly.
