Look, I’ll admit it. Maybe I’m just trying to justify my career here. But that aside, I really do think that a content marketer (or a content marketing team) can help a company level up in a whole new way.
And I strongly believe that, at the end of the day, content marketing is about helping people – connecting people who need solutions to solution-providers. And I strongly resonate with that drive to help others.
But, let’s not get ahead of ourselves. Let’s start with some foundational information.
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What is content marketing?
Content marketing, or organic marketing, is basically all the “unpaid” marketing stuff you do: Blogs, videos, podcasts, webinars, livestreams, social media, and even events. I put unpaid in quotes, of course, because it does still cost money – in the form of tools, managers, and creators.
But content marketing doesn’t involve paid ad campaigns, like paid marketing does – and the effects of content marketing reach much farther and last much longer than a paid ad campaign.
Here’s a look at some of the key components of content marketing.
TLDR – What is content marketing?
- Unpaid, but not free: Content still costs time, tools, and talent.
- Blogs: Key for SEO and AI search. Attracts high-intent users ready to buy.
- Videos, podcasts: Longform builds trust, shortform grabs attention.
- Livestreams, webinars: Real-time engagement for B2B (webinars), B2C (livestreams)
- Social media: Where audiences find you and decide to stick around.
- Events build real connection: In-person moments leave lasting impressions.
Blogs, SEO, GEO / AIEO
Blogs are critical for search engine optimization (SEO) and, now, generative engine optimization (also known as AI optimization – or GEO / AIEO). But they’re also important for telling your story and connecting with your core customers – whether they be B2B (like a games marketing company) or B2C (like student athletes).
Done right, blog articles will greatly raise your website’s visibility on Google, ChatGPT, and the like. More importantly, the people who see your website are much more likely to be high-intent users – people who are actually looking for your products and services. That means a much higher likelihood of acquiring a new customer.
Videos and podcasts
Videos and podcasts both reach where blogs can’t: YouTube, Spotify, TikTok, Instagram, and other video-heavy platforms. YouTube and Spotify are particularly great for longform videos and podcasts, while TikTok and Instagram are excellent for short snippets.
Much like blogs, videos serve to surface your brand to high-intent users – greatly increasing the likelihood you’ll get new customers from people surfing these platforms for content related to your business.
(I also have a sneaking suspicion, based on anecdotal experience, that posting content to YouTube and embedding it on your website, boosts the visibility of booth.)
Livestreams and webinars
Livestreams and webinars are, in some ways, kind of the same thing. Both are generally focused on providing a live video experience with an audience – often educational, or at least edutainment. Livestreams, however, are generally B2C, while webinars are generally B2B. Similarly, livestreams focus more around gaming, music, and similar content; while webinars often focus on product walkthroughs, industry insights, or educational content.
Regardless of which you are talking about, these are important ways to connect with your audience directly. They are opportunities to share exciting content, answer questions, solicit feedback, strengthen your relationship with your current customers, and build relationships with prospective customers.
Social media
Do I really need to explain social media? We’re all pretty savvy on why it’s important these days, right? No? Okay! Let me give you a quick rundown:
Millions, even billions of people engage with each other on social media every day. It is the #1 place people spend their time online. It’s the #1 place they go for news and information – often even before searching it on Google (seriously, browse Reddit, and you’ll see how many posts could have easily been Googled).
This is where people find and engage with businesses. It’s where brand loyalty is built and strengthened. It is how people learn about you and your product or service.
You don’t need to be on every social media channel, but you definitely need to understand the top 2-3 your audience is on. And you need to be there!
Physical events
Some may be surprise to find physical events listed under content marketing. However, as someone who has worked in both physical events and content marketing over the course of 15 years, I find the two go together like PB&J.
Much like livestreams and webinars, physical events offer an opportunity for you to make real, authentic connections with your customers – in person! Whether you are taking part in a larger event, or hosting your own event, physical events offer the kind of camaraderie that is hard to get any other way.
If you put your best foot forward, and offer some free swag, your presence can linger in the hearts of customers and prospects long after the event has ended.
Content marketing is a lot! It also sounds expensive. Why should I care?
This is a super fair question! Truthfully, depending on your objectives and size, anything from a one-person operation to a full-fledged team could make sense for you. It actually might be a lot cheaper than you think! And it’s definitely cheaper than not doing content marketing.
That’s because content marketing is how you get seen by high-value customers. And the impact of content marketing reaches much farther and lasts much longer than any ad campaign. And, if done well, it translates into sales and revenue.
The data behind such bold claims
This isn’t conjecture. It is measurable. In my last role, I leveraged everything above to increase website traffic for a client by nearly 400%. Their organic lead growth grew over 200%. Their visibility on Google rose more than 15 spots (meaning they were being seen at the top of Google search results much more often). Social media engagement went up between 5%-300% – depending on the specific platform and metric.
This translated directly into sales and revenue. During my tenure, this client was busier than ever with warm leads and was generating more revenue than ever from more sources than ever. And I was just a one-person team running social media, podcasts, events, webinars, and blogs at a very affordable rate (though, to be clear, I did have excellent support and resources from the client’s internal video editor and graphic artist).
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TLDR – Why content marketing is worth it
- It scales to your size: Solo creator or full team — both can work. It’s more flexible (and often cheaper) than you think.
- Cheaper than ads long-term: Content lasts, compounds, and keeps driving leads without constant spend.
- It gets you seen by real buyers: High-value customers discover you through search, socials, and content — not just ads.
- It drives real results: As a one-person team, I’ve boosted: Website traffic ↑ 400%. Organic leads ↑ 200%. Improved Google ranking by 15 spots.
- It turns into revenue: The growth from more traffic and leads ultimately tranlates to more revenue from a diverse range of sources.
Damn! Content marketing sounds way to good to be true. What’s the catch?
Okay, I’ll level with you. Content marketing can’t do everything. Nor can paid marketing, for that matter. If you aren’t supporting your content marketer properly, they can’t work magic. If your sales team isn’t effective (for you B2B folks), a content marketer can’t make up the slack. And if your product isn’t stellar, a content marketer isn’t going to be able to sell it.
It is also critical that your content marketer is deeply embedded with your product, sales, data analysis, and business development teams. Today’s best content runs on originality. That means proprietary data, firsthand experiences, exclusive interviews, authentic quotes, and highly actionable insights.
The best way for your content marketer to make content that will boost your company’s visibility and attraction is to give them easy access to the people in your company. This way, your content marketer can work closely with your data, product, and biz dev teams to garner insights and tell stories that will bring the highest-value customers flocking through your door.
Content marketing is about helping people
Like I said at the beginning, content marketing is really about helping people. And a content marketer who is deeply embedded into your company is best equipped to provide the kind of insights, resources, and stories that will resonate with people looking for help. Help that you can provide.
And at the end of the day, that’s why I love content marketing and continue to swim in these choppy waters despite all the heavy waves of change. I want to help people. And I want people to help each other. And I love connecting the helpers with those in need.
Learn more about how I can help YOU – and book a call!
TLDR – What’s the catch with content marketing?
- It’s not magic: Content can’t fix a bad product, broken sales team, or lack of support.
- It needs buy-in: Content marketers must work closely with product, sales, data, and biz dev to create real, valuable stories.
- Originality is key: The best content comes from insider access: exclusive data, real quotes, lived experience.
- Visibility = access: Give your content team access to people and insights — that’s how they build content that actually converts.
- At its core, it’s about helping: Great content helps people solve problems. That’s what builds trust, connection, and long-term growth.
Content Marketing FAQ
What is content marketing, really?
It’s the “unpaid” side of marketing — blogs, videos, podcasts, webinars, social media, and live events. It doesn’t rely on paid ads, but it does rely on time, strategy, and creativity.
What makes content marketing effective?
- Blogs for SEO and AI discoverability
- Videos and podcasts to reach audiences on major platforms
- Livestreams and webinars for real-time engagement
- Social media for brand awareness and loyalty
- Events for real-world connection and impact
Isn’t it expensive?
Not necessarily — and it’s not as expensive as skipping it altogether. Content scales. Whether you’re a solo operator or running a team, it’s flexible and far more cost-effective long-term than constant ad spend.
What kind of ROI are we talking about?
Real numbers I’ve achieved as a (mostly) one-person team:
- Website traffic ↑ 400%
- Organic leads ↑ 200%
- Google rank ↑ 15 spots
- Social engagement ↑ up to 300%
What’s the catch?
- Content isn’t magic — it can’t save a bad product or broken sales team
- Success requires buy-in across departments and organizations
- Marketers need access to internal insights, not just a marketing brief
- Originality wins: real stories, real data, real voices
So… why does this matter?
Because content marketing is about helping people — connecting solution-seekers with solution-providers. And the businesses that get that? They win. Not just in traffic and revenue, but in trust and loyalty.
Who should own content marketing?
Someone embedded in your org — not siloed off. They need access to your team, your data, your customers. Otherwise, they’re just guessing.
Interested in hiring a content marketer? Learn more about me and book a call!