🏅Content Strategy: Your Number One Marketing Asset

Content strategy isn’t regarded highly enough by many business owners. Most don’t know what it is.

Content strategy is how you design and use digital assets to make customers feel strongly about what you offer.  Done well, it achieves many marketing objectives — producing customers with higher intent to purchase and stay loyal. There is a connection between great content and profitability.

The strategy is the building of digital assets and designing them as one powerful, cohesive unit, matched exactly to the customer’s intent. Whether a travel agency, travel destination, small digital startup, or a real estate broker, customers experience your brand and value proposition via your web, email and social content.  When your assets stand alone, they’re weak. Strategy powers them up.

With strategy and diligence, you will show: your company cares, delivers the right solution, and is trustworthy and credible. A good content strategy with strong Google traffic establishes your company as the only one worth considering — the match made in heaven. It registers impact, relatability, and makes an authentic promise of satisfaction.

Your content clearly shows your intent to satisfy the customer. Strategy convinces them.

Reasons for Weak Digital Marketing include:

• weak digital marketing strategy
• weak promotion
• lack of marketing talent
• lack of data insight tools
• poor online content and conversion funnel
• closed minds and marketing inflexibility
• low, insufficient budget
• lack of confidence in the company’s brand and value offer

Transparent Truth: Weak Commitment Doesn’t Impress Anyone

Businesses that thrive today are marketing-powered.  They promote strongly.  They’re the ones telling the best stories, visualization, to build authority and trust, consistently creating optimal pre-purchase experiences, and capturing the minds and hearts of buyers. And they likely don’t have the best product. And here’s what to remember,

You don’t have to be the best — just be the only one they want!  And it’s your content that makes them feel that your business is the only one for them. It’s beyond exclusivity to being central to their lives. 

It seems those companies that commit to these practices, and force themselves to design, fund and execute a powerful content marketing strategy will win the customer.

I’ve seen it in travel, real estate, marketing, transportation, entertainment, building products, software and other sectors. Your total value proposition needs to generate a cluster of emotions — and the more of them you generate, the stronger the prospect’s intent.  The strategy then is all about generating a broad range of value and focusing it for an unbeatable advantage.

For example, when a travel agency stimulates a traveler’s joy of travel strongest, it becomes the most relevant, memorable, and trusted agency.  And when a Realtor shows experience, expertise, and being easy to work with, and make themselves omnipresent, and someone perfectly matched to a happy home purchase or sale, they’ll be chosen. Your content then should communicate all the right strengths in a fashion that builds their emotions — and intent to move forward.

What stimulates those emotions?  It can be personally relevant blog topics, personal validation, product selections, user-generated content, client stories, vivid unique images, videos, social posts and comments, benefits stated, all within a content experience that makes their customer journey fun and satisfying.  When they experience enough of your content, they get the message, and if they believe, you have a new customer.

A powered-up content marketing strategy features:

• research on targeted customers to identify the strongest needs
• a documented content plan/strategy with goals, assets, and execution
• laser-clear value proposition and offer for the prospect
• high-quality content assets: blogs, graphics, videos, case studies, landing pages, product pages
• a pleasurable, satisfying content experience along with a path to purchase (touchpoints covered)
• strong targeted promotion on social media and Google
• follow up to nurture the leads and stay top of mind

Overcoming Your Inertia and Skepticism

Companies using content strategy are succeeding. They’re the brands you see every day online. If I asked you about a brand you remember, you would cite those brands.

If you’ve ever said any of the following, you’re not alone:

• “I don’t have time for blogging”
•  “We’ve tried that before, but it didn’t move the needle”
•  “We spent a lot of money made some cool ads and got little back”
• “There isn’t anyone capable of creating the kind of authoritative content we need”
• “Content marketing takes too long to work and it costs money.”
• “We already post on social media—why do we need more?”

Confronting Reality and Being Confident

But here’s the reality:  You must earn your relationship with prospective customers. They don’t measure you by content delivered but by how you present it.  A sincere effort to reach and solve pressing problems makes them feel wanted and confident you’re into this relationship.

Your competitors are reaching, educating and engaging your target audience before you ever talk to them. They’re conditioning prospects understanding of their needs, problems, thus making themselves the most significant solution. It’s how you make competitors disappear. They’re controlling the narrative, visibility and perception of solutions. This is why you have low traffic and even lower leads.

They’re winning in your absence. You’ve been made irrelevant.

If you’re not doing strategic content marketing, you’re not in the conversation and become insignificant. The most significant is the one they buy.

Great Content is a Lead-Building Force

Great content isn’t just about blogging – it’s about presenting a useful, enriched, online experience that proves you’re the most significant and trusted provider. Content is the medium and it matches you perfectly to high-intent customers who are already searching for what you sell.

That Painful Void: Your Silent Revenue and Brand Killers

💥 You’re Invisible in Google Search → Your website is just a static business card and instead needs to be active and omnipresent on Google.
💥 Your Leads are Cold and Weak → People don’t know your company or trust you enough to buy. Content generates awareness, comfort and desire to purchase.
💥 You’re Losing to Competitors → They’re ranking more on the best keywords, are visible on social media, creating engagement, and becoming the go-to brand. You can do this too.
💥 Your Competitors Define Quality → They’re reaching your customers and changing their perception of who is the most significant provider/company. You need to regain control of the narrative.

Whether it’s Google search or social media posting, being visible is essential to control the narrative and position your company consistently as the most significant provider.

You can be there if you choose to.

The Profit-Driving Benefits of Content Strategy

✅ Effortless Lead Generation: Bring in ready-to-buy customers.
✅ Trust & Authority: When people trust you, they choose you—no convincing needed.
✅ Higher Conversion Rates: Warm, educated leads convert faster than cold ones.
✅ More Sales with Less Effort: Value of content increases long after you publish it—unlike ads, is cheaper, and old (updated) blog posts convert at a high rate.

Case Study: ManageCasa™ Software:

A small SaaS software startup company in the rental property management sector. I implemented a strategic content plan for web/social media, creating consistent relevant social posts with a 1000 views, kept top of mind with customers and raised their Website traffic from 200 to 60,000 visitors per month — with zero ad spend or extensive graphic design services!

Despite competing with massive companies with big ad budgets and massive ranking power, I established them for thousands of relevant property management keywords to property management audiences.  Despite searcher’s use of tens of thousands of unique keyword phrases, Managecasa™ enjoyed significant exposure.

Case Study: Delta Hotels

A major, business-class Canadian hotel chain. I optimized pages, crafted blogs, and created offsite content that made Google believe Delta was the best hotel for pleasure travelers and business class travelers. You couldn’t do a search for hotels in Canada, without seeing Deltahotels.com at the top of the Google search results page. Despite Delta’s room rates being twice that of other popular hotels, I doubled their website traffic from a rate of 1.2 million per year to 2.5 million per year for a good boost in bookings. I leveraged and improved on their current content (which was thin and promotional) and built their ranking power substantially. This work lasted many years.  

The point to make is that if you’re enthusiastic and committed, there is nothing that will stop you. You have an advanced content strategist to help you be number one.

How to Start a Content Strategy That Actually Works

1. Understand Your Audience’s Pain Points → What problems do they Google at 2 AM? What is their number one problem? We can solve this.
2. Create your Comprehensive Content Plan → a topic/publishing strategy of how you’ll deliver the right fresh and durable content to the right audience to communicate the right message.
3. Create Content That Solves Their Problems → SEO-friendly and information-rich blogs, social media posts, videos, and guides presented as a whole, achieves deeper impact.
4. Distribute It Where They Hang Out → LinkedIn, Twitter, Instagram, Facebook, email, and Google and Bing search engines.
5. Turn Great Content into Sales → Design a comprehensive content experience that answers their concerns, peaks their curiosity, drives CTAs, exposes your lead magnets and feeds into your sales funnel and CRM nurturing sequences.

Discover more on content strategy for property management companies, content strategy for travel companies and content strategy for Realtors.

The Challenge to Business Owners: Take Action Now

If you’re inspired by excellent, profitable outcomes that not only last, but improve with ongoing campaigns, then content strategy is an affordable and wise choice.

Your customers are already searching for answers and good online experiences. Will they find you, or your competitors?

If you’re ready to stop struggling and start getting real results, let’s talk. Call me (Gord) now at 416 998-6246 to discuss the building of a very affordable custom content strategy to transform your business.