Content Marketing 101 for Entrepreneurs

content marketing success

You May Be A Content Marketer & Don’t Know It

If you are blogging, providing coaching, training or delivering a monthly newsletter to your clients… my friend, you are doing content marketing. If you are managing a Facebook page or pushing Tweets on Twitter, yup, you are indeed already doing content marketing – also known as Information marketing

The great thing about content marketing, aside from the fact that it is an inexpensive form of marketing that works, is that it’s a true investment in your business that pays off over and over again, year after year. When you create content today, it will be working for you a year from now. Creating content isn’t only about marketing; it’s about educating and engaging your audience, too.


According to, The Content Marketing Institute:

Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.

Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.

 Content Marketing, The Simplicity

Content marketing is also a simple concept to understand and implement for marketing success. Follow the four steps to content marketing success.

1. Create a Website for Your Content

It’s important that your content has a home. You want to drive all traffic to that home. The home is your website. You don’t really want to drive traffic outside of your website. Any content you put anywhere should drive traffic to your website. It doesn’t matter if you have a bricks and mortar business or a strictly online business. Driving traffic to your website will ultimately drive traffic into your store to buy or to purchase off your website.

2. Create Optimized Content in Multiple Formats

The content that you create should be, as mentioned previously, engaging, and work to educate your audience about your products and/or services. Repurpose content into different formats to stretch the life of any content that you create. There are many forms which this content can take. Blog posts and articles, both on and off your website, short reports, eBooks, videos, podcasts and more are all types of content that you should produce and promote for effective content marketing.

3. Build Your Email List

The key to successful content marketing is building your email list. Use content to build your email list by writing keyword-rich content to attract your target audience to your website and directing them to sign up for your email list. Once they sign up for your email list, you can market your other content to them, educating and engaging with them and encouraging them to purchase your products and/or services. This will be easier because they’ve given you permission to market to them.

4. Market Content on Social Media

Social media is a great way to market your content in a way that your audience can share with others. Share all your content on social media, including your blog posts, articles and more. Place buttons on your content so that other people can also share your content to their social media networks. This gives you an opportunity to attract the friends of your audience so that you can build a larger following.

Finally, simply keep repeating the above throughout the marketing cycle. If you plan out in advance the content that you want to create for every product or service that you’re marketing, using a publication calendar or editorial calendar, it will be easier to create effective content on a regular basis – content that is educational, engaging and gets the results that you desire.

In full disclosure, as an Introvert, content marketing is my preferred method of connecting with my target market. I am very good as positioning myself as a valuable resource, so I can avoid the awkward transition from small talk to selling. However, with anything, there are challenges…

content marketing

2010 Content Marketing Institute Benchmarks, Budgets & Trends

So, now you know the challenges, you can prepare accordingly. Producing engaging content is your primary challenge and producing enough content, immediately follows as a barrier to success. Feeling overwhelmed? Perhaps hiring an article writer is a viable solution for you? Here is my article, How to Hire a Purposeful Content Writer, it may offer you valuable information to get you started. Get the help you need to succeed. It isn’t necessary that you go it alone.

In awareness, passion, joy & successful content marketing,

Callahan Signature



Are you an Information Marketer? Do you currently use content marketing in your business?


About The Author


Andrea Callahan is a brand designer. She helps passion & purpose-driven entrepreneurs maximize their strengths to craft and implement an image that represents their WHY and to use that why to position themselves as an Industry Influencer. She a speaker, seminar leader and the author of, "It's Your Brand ~ Make Your Identity Clear" available on Callahan launched the Industry Influencer Academy at

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