Content marketing is the art of attracting new business enquiries by creating content that educates and entertains your ideal clients. Content marketing showcases your services and empowers people with knowledge and advice at the same time.

There are many ways to create content. You can write how-to guides, resources, and case studies, send an e-newsletter, or post social media content. You can start a podcast, host a webinar, or write a regular column for an industry publication. Most coaches and consultants pick a few of these channels and create content for those.

The beauty of mastering content as a marketing tool is twofold.

First, it’s an ultra-effective way to market your services. If your content is relevant entertaining, and useful to your ideal clients, you can attract enough enquiries to build a solid coaching or consultancy practice without cold calling or paid marketing. Plus, having a bank of quality content to draw on makes any sales activity or paid marketing you do more powerful.

Second, valuable content creates positive impact in a way other forms of marketing often don’t. Creating content is a generous activity. You’re giving your expertise and knowledge away. You’re showing people how to do that thing you do for them. You’re sharing your ethos and stories freely with the world. Content marketing helps others and grows community in a powerful way.

Yes, I’m happy to work with you just on your content strategy. I quite often work with coaches and consultants who are confident and comfortable creating content. They’re simply struggling to make their content marketing activities pay because their approach isn’t focused or strategic enough. I can help you realign your content market efforts to be more intentional and effective. 

Maybe. If you have a clear, effective content strategy and you simply need upskilling, support, and accountability to get going, I might be able to help.

However, often part of the reason people struggle to create content and feel they need content coaching is because their content strategy lacks clarity and intent. I’m happy to review your content strategy with you to see if it’s fit for purpose. A strategy audit costs $850 + GST and includes a strategy discovery call.

Content marketing is a long game with results that accumulate over time as you build a bigger body of content and get better at creating powerful content.

It’s important to understand that marketing isn’t one and done. Even if you succeed in getting your content in front of your ideal client, only 5-10% of the people who see your content will be in the market to buy your services at any one time.

Also, many people don’t buy the first time they see an offer, even if it is something they want. They need to feel they like and trust you, and that takes time. This is why marketing experts say you need to get your offer in front of someone at least seven times before they’re ready to buy. And as a rule of thumb, the more expensive your offer, the more persuasion people will need.

As a result, it takes a few months to get momentum with content marketing. Expect to spend three months feeling like you’re shouting into the void before you start to see initial results. You might get lucky before then. But chances are people will watch you for a while before they get in touch.

Keep creating quality content for a year and you should start to see a steady stream of incoming enquiries. After a few years, your efforts really start to pay off.

Content marketing is a way of doing business as well as a marketing play. This is why content works best for people who are motivated by community and impact as well as $$$ and isn’t a good fit for people who want instant marketing results.