Unleash the Power of Content Marketing in 5 Easy Steps

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As a relatively new company, started in 2011, we had a decision to make. Would we invest our time in content marketing or would we stick with the old-fashioned outbound marketing strategies like cold calling and email blasting?

We decided to unleash the power of content marketing. And it worked. After five months of disciplined content creation, we now have prospects finding us online and requesting our services. We have grown our newsletter list by 400% since launching a free SEO eBook less than two months ago. And this is only the beginning…

Content Marketing Defined

Before we dive into how to unleash the power of content marketing, let’s define what it is. Content marketing is the process of creating unique and valuable content for your audience and spreading the word about this content. Examples of content marketing are eBooks, reports/white papers, blog posts, and videos.

Content marketing is exceptionally good for SEO, because you are creating content to which others are likely to link. You are also likely to add content frequently to your website (also good for SEO) when you have a content marketing strategy.

You can contrast this to traditional copywriting materials such as sales slicks, infomercials, and those unwanted pieces of “mail” that show up in your mailbox.

Now that we know what content marketing is, let’s walk through the process of unleashing the power of content marketing step by step:

Step 1: Get Over Your Fear of Sharing Knowledge

You’ve heard the phrase: “Sharing is Caring.” Well, when it comes to content marketing, sharing is imperative. What we have learned in our business is that sharing valuable knowledge builds trust and makes prospects want more.

If you look around on the Internet today, the successful businesses are sharing freely: CopybloggerSEOmoz, and ProBlogger come to mind.

When you share timely and valuable knowledge with your community, people start to trust you and view you as an expert. People will link to your amazing content, which is great for ranking. And they will come back for more!

Step 2: Create Amazing Content

That’s what they all say, right? But what if you aren’t a good writer? What then?

Don’t worry. In today’s world, there are many different ways to create content. And even if you don’t know it right now, you’re probably a born writer.

If you don’t feel confident in your writing, consider these options:

  • Write a journal for a while: I think you will find that good writing simply takes practice.
  • Read The Elements of Style by William Strunk: <http://www.betterworldbooks.com/the-elements-of-style-id-9780143112723.aspx>: Yes, I am a writing geek, and I read this cover-to-cover. I won’t judge you if you simply use it as a reference. It is fantastic!
  • Get somebody to edit your work: There is nothing wrong with having a second pair of eyes looking at your content. Most authors have editors who make sure that the content is grammatically correct and also flows well.
  • Consider outsourcing some writing using a service such as Elance or submit a job posting on the ProBlogger Job Board.

However, if you did reasonably well in your composition class, you’re good to go. Find a topic that excites you and that will be valuable for your audience. Then decide what format works best for you and your audience.


If you’re just getting started, setting up a blog is the first step. Write five to ten articles to seed the blog and then publicize it. Make sure users have a way to subscribe to your content via an RSS feed (we use Feedburner) and leave comments to increase engagement. Write at least once per week to maintain readership and make sure to respond to those comments!


I personally enjoy reading eBooks, so when it came time for us to create our first “cornerstone content” (term borrowed from CopyBlogger), it made sense to write an eBook. We target a non-technical audience, and I had not seen a basic, yet comprehensive, eBook on getting started with SEO. So I decided to write one.

Determine the gaps in your industry and fill them with informative content.


If you’ve paid attention at all, you know that videos are the next “big thing” in content marketing. In fact, it’s already here! People love to watch videos, making YouTube the #2 search engine in the world.

And to the point of a great SEJ article last month, “Do This, Not That: SEO Content Edition,” videos have a better chance of ranking well for competitive keywords.

At Web Gnomes, we chose to create a series of educational videos called “Gnome Tips” that explain SEO concepts in simple terms in three minutes or less. Some of these are ranking quite well for their targeted keyword phrases.

Figure out what questions your audience has and answer them via video. (Don’t forget to add a bit of humor!) Videos are a great way to showcase your expertise and build a following.

Reports/White Papers

White papers may sound like something from the past. However, they’re a great way to disseminate information and establish yourself as an expert in your field. I also hear some companies using the term “report” instead of white paper. Regardless, you can write a white paper on almost any topic ranging from “ranking factors for local SEO” to “why green is good for business.”

Learn more about how to write a great white paper  from Search Engine People.

Step 3: Publicize Your Content

Great content is worthless if nobody can find it. Make sure that your content is optimized for the search engines (or the landing page for the content, if a download). Further, you can use these ideas for getting the word out:

  • Write a press release
  • Blog about it
  • Announce your content on all your social media sites
  • Add a note about it in your newsletter
  • Write a guest post with a link to it
  • Place links to the content on niche sites

Step 4: Unleash Your Content

If it is a blog post, this is pretty easy. You just publish it! However, if you’ve written an eBook or white paper, you may consider packaging it as a PDF document, and requesting an email address in exchange for the ability to download.

Do this sparingly! You don’t want all of your good content to be hidden. It’s good to have some of your cornerstone content available directly on your website for SEO purposes.

Step 5: Enjoy the Power of Content Marketing

You will not enjoy overnight success with your content marketing efforts. Slow and steady wins the race here. Be patient, write lots of useful content, spread the word, and they will come.

Over to You!

I would love to hear about your experiences with content marketing:

  • What format has worked well for you?
  • How do you find time to create content?
  • What are the best channels for promoting your content?
  • If you haven’t yet gotten started with content marketing, what is holding you back?
Tabita Green
Tabita Green is a writer and Internet marketing consultant. She is passionate about helping small businesses and non-profits succeed online. Connect with Tabita on Google+.
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  • http://aboutkenyahub.com carlton

    Thanks for this interesting post on how to publicize the content i write for my blog.I can say that all that is required to do all this is consistency

  • http://www.webgnomes.org Tabita

    Hi Carlton,

    I’m glad you enjoyed it. I agree that consistency is key – and not giving up! It can be kind of depressing to look at analytics for the first 1-6 months of a blog. I’ve found keeping a editorial calendar very helpful to maintain consistency. Cheers!

  • http://www.brickmarketing.com/content-marketing-services Nick Stamoulis

    It’s dangerous to take a “if you build it they will come” approach to content marketing. So many companies have great content, but they don’t the first step in getting is shared! Publish and promote–it’s a two step process. Don’t rely on your audience to do the heavy lifting when it comes to getting your content shared.

  • http://www.webgnomes.org Tabita

    Agreed. I was using the term “publicize” to discuss promotion in Step 3. There I offer various ideas for spreading the word. You absolutely cannot just sit around and wait for people to come. The best combo is doing your own promotion and also getting help from those in your audience who find your content valuable.

  • http:stpaulplumbing.com Wayne

    Great article which reinforces that I am doing the right things. It is important to let your readers know that setting up the blog correctly and having admin rights on all comments is important. More and more comments come from people promoting their sites that you don’t want associated with your company.

    I believe Google also looks down at these spam comments when attached to blogs.

    • http://www.webgnomes.org Tabita

      Hi Wayne, thanks for your comments. Yes, how to handle comments is definitely important. I always moderate comments on blogs that I manage. It’s a bit of a pain, but worth it.

  • http://www.stephenohearn.ca Stephen O’Hearn

    I’ve been a content producer (multimedia/video) for a very long time but just started blogging. Really helpful stuff. Thanks for posting !


    • http://www.webgnomes.org Tabita

      Hi Steve, sounds like you’re in the right business for where we are today and where the Internet is going! Happy blogging. 🙂

  • http://www.sterlingkreative.com Brook

    I agree that this is such an essential point. In fact, I got so crazed about content marketing that I created profiles on 25 article submission sites (Ezines, Quizzila etc) and hired a content writer to just go crazy on it full time. I set aside 30 mins a day to write my own content and submit it as well. After a month you have quite a network and after a year you have power…

    Nice tips here.

    • http://www.webgnomes.org Tabita

      Brook, I like to concept of writing a little bit each day. Like you say, it totally adds up in the end!

  • http://newsamples.net/ Cindy


    Great share. As someone who edits and publishes around 5,000 words of content a day, I can attest that these tactics absolutely work.

    – Cindy

    • http://www.webgnomes.org Tabita

      Hi Cindy,

      I’m glad you enjoyed it! That’s a lot of content!! 🙂