Content marketing creates and shares online material that does not explicitly promote your brand but rather stimulates interest in your products or services.

Content marketing can take many forms, such as videos, blogs, infographics, and social media posts. Aligning your content marketing with your target segment can improve your website's visibility, traffic, and sales.

Even small investments in carefully crafted content can drive better ROI from scarce marketing funds. In general, content marketing costs 62% less than traditional marketing and generates about three times as many leads.

Digital marketing is complex and has many dimensions. Brands spend time and money trying to leverage it effectively.

Digital marketing uses the internet or mobile devices to promote products or services; it uses social media, search engines, display advertising, and other channels to reach consumers.

People tend to view digital marketing through the lens of categories (e.g., pay-per-click advertising), channels (e.g., email), or platforms (e.g., Instagram).

Such lenses make it easier to set tactical goals. But connecting each dimension of digital marketing in a cohesive experience can become challenging.

Content marketing addresses the need for cohesion. You align your marketing efforts around specific goals and objectives. To meet your goals and objectives, you create and share particular material (e.g., images, blogs, videos, podcasts, newsletters).

The creation and distribution of content fall into four categories:

• Owned media (e.g., your website, email list)

• Earned media (e.g., search engine optimization, digital PR)

• Paid media (e.g., pay-per-click advertising)

• Shared media (e.g., social media marketing)

Brands can construct a clear, comprehensive path to their goal by focusing on media type (e.g., images, blogs, videos, podcasts, newsletters) and category (i.e., owned, earned, paid, shared).

Constructing effective content marketing requires "different building blocks." You need five foundational building blocks - blogs, infographics, videos, email newsletters, and podcasts.

• Blogs, or articles, are the standard building blocks of web content. Topics covered may be timely or evergreen, which determines their longevity.

• Infographics are visual assets; they are easy to embed, scan, and share. Infographics can increase traffic and links and improve user experience.

• Video is the most compelling content format; it's effective at driving conversions. Videos should show expertise, build trust, and tell stories.

• Email newsletters are outbound content, and they should always link to blog posts. Contacting people by email requires trust, enticement, and care.

• Podcasts are content distilled into audio form. They are often more powerful than text-based content but less potent than video.

Great content is a versatile building block for your business, and it can transform from one form to another.

Yes, you can use my digital and content marketing services if you're not in the tea or coffee industry.

Some of my experience includes serving IT companies, tree care businesses, and professional service providers.

Because I have successfully served a wide range of businesses, you can feel confident I can help you, too.

“Captures what our organization is about”

"Mackenzie creates content that captures what our organization is about better than anyone ever has before."

Matt Dryfhout, CEO & Founder Scout Technology Guides

The tea industry is competitive, so you must focus on marketing to execute your business strategy.

For example, a tea company may use a focused differentiation business strategy to distinguish the unique and valuable aspects of their product offering within specific segments (e.g., tea drinkers who enjoy Indian tea).

Your marketing must bring this strategy to life. Some of the marketing activities you could take include:

• Getting people interested in Indian tea to your website by writing blog posts

• Building product affinity by publishing enticing social media posts

• Putting your brand into potential customer's consideration set when they are most interested in your product (e.g., Set up a Google search ad to run whenever someone searches for "single original Indian tea."

• Differentiating your products by running Facebook ads explaining what makes Indian teas unique.

Each tea company can benefit from investing in marketing. The tea industry can also benefit from a collective focus on marketing.

• The more tea companies premiumizing their tea products through marketing, the easier higher price anchoring becomes for individual actors.

• If the industry positions tea as a superior substitute for coffee, the tea market may grow, benefiting all tea businesses.

“We need to create a role for marketing”

"We need to create a role for marketing that creates a desire on the part of people to enjoy finer quality tea."

Dan Bolton, Editor and Producer at Tea Journey and Tea Biz

You have three options for engaging Steeped Content's services:

• Use Steeped Content's hourly rate for custom projects (e.g., redesigning your tea or coffee website) to get ultimate flexibility.

• Cherry-pick the services you need. Because this option consists of fixed-price services with fixed-deliverables, you can feel confident in what you will get.

• Engage in a monthly retainer. This option works well for companies that stabilize their marketing efforts, ensuring reoccurring tasks are done each month (e.g., blog posts, link building, campaign optimization for Facebook and Google Ads).

“I would recommend her to anyone in the tea industry.”

"Mackenzie truly goes above and beyond to make sure you benefit from her marketing and tea expertise, and I would recommend her to anyone in the tea industry."

Sierra's Joseph-Quon, Owner of The Tea Practitioner