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:

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

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

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

4. 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.

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

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

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

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

5. 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, professional service providers, ornithologists, and custom fabricators.

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

Founder & CEO, Scout Technology Guides

Vancouver, Canada