Content Marketing

Are you familiar with the saying ‘Content is King?’ Have you wondered what it means, or if it is relevant to your business?


Put simply, the saying refers to the concept of content marketing – an approach focused on creating and distributing relevant and meaningful information to current and potential customers.


For Michele Linn at, it’s about connection, NOT “your brand, products or services. It’s about your audience. What do they care about? And, more importantly, how can you be the one to provide something no one else is, which in turn elevates your brand from a commodity to something people embrace? “

Whereas traditional forms of marketing are often seen as product-centric, content marketing puts the focus squarely onto the customer.

As Josh Hsu from says, traditional advertising is interruptive, pushing marketing messages “in front of a large number of people, regardless of whether or not they are interested.”

But content marketing is different. While the ultimate goal in both approaches is the same – to attract customers and optimise sales – the technique in content marketing is more personal and curated. It aims to build relationships from loyalty and trust in you and your business.

For Michele Linn, the key to creating engaging content is to try and provide customers with something they can’t get anywhere else. “[Good content] is the best way to turn your product, no matter how common, into something that is not like everyone else’s.”

That all sounds great, we hear you say, but where do I find the time? Creating consistent, relevant content takes time and can be costly, especially if you engage a professional to help. But here are 3 simple steps to get started.



Blogging is a great way to connect with your audience. By creating regular posts, you not only add credible content to your website, but may in turn boost your SEO and increase the chances of potential customers finding you online.

For tourism marketing expert Despina Karatzias of, blogging helps build relationships with your audience and “is a great way to gain trust as you boost your credibility as the most reliable source in your local community or industry.”

Consider this when deciding on content for your blog and think about how you can share your knowledge and tell an engaging story. Do you have any tips or tricks that you can impart? Are there common questions about your industry that you can answer? Can you demonstrate how to use your product/service? Or explain how you conduct certain aspects of your business?

Also remember that the content you create in a blog post can be repurposed and used in targeted email campaigns, as social media posts, or even turned into video content.


Social Media

The key to social media success is engagement. Whether repurposing content from your blog or creating something specific for social media, you should think about what form of post is most likely to encourage likes, comments, clicks, or shares. Are images, video or graphics more effective?

The best way to answer these questions is by experimenting with your content, delivery and timing. Use insights and analytics to gauge your audience response and spend your valuable time creating content that resonates and creates an identity for your business.

Despina Karatzias of, reminds us that live stream video is a great way to boost social media engagement. “There’s a certain appeal to being there with you and your business in real-time. Live streaming is an excellent relationship builder and is particularly beneficial when you’re launching a new product or pitching a promotional sale because it builds trust for your brand.”



According to Ben Carew at, creating video content will help you stand out from the crowd online – and statistics prove its effectiveness. He says that 72% of businesses report that video content has increased their conversion rates. Video also increases organic search traffic to websites by 157%.

As with your social media content, you should experiment with different types of video to see what has the most impact. Have someone interview you about your business, record customer testimonials, do a virtual tour of your property, or demonstrate how to check-in after hours.

While the content doesn’t have to be formal, the video needs to be of good quality, but most smartphones have the capability to record professional content for your business. Take particular notice of lighting, and sound quality if your video includes audio.

Also remember to post your video content to You Tube as well as your website and social media to get the most exposure for your efforts.


Just Give it A Go

Ultimately, the only way you’ll know what works best for your audience is to create some content, put it online, and see what happens. Look to other businesses for ideas, but make sure to stamp your own personality on your content for authenticity and effect. If you need more targeted advice, contact local tech guru Merrin Munroe at the Small Business Geeks


Michele Linn, ‘How to Explain Content Marketing to Anyone’, (July 2017)
Josh Hsu, ‘Content Marketing vs. Traditional Advertising: What’s the Difference?’
Despina Karatzias, ‘8 Content Marketing Tactics to Boost E-Commerce Sales’, (January 2021)
Ben Carew, ‘Video Marketing In Australia – Why It’s Becoming So Important,’ (November 2019)

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