Content marketing means different things to different people. No matter how you understand content marketing, one thing is clear: its goal is to bring more clients to a company and create a stronger online brand.
Why does content marketing matter? How can it help you? What can it do for your small online business? In what follows, you will understand what content marketing is through the story of Brian, a young entrepreneur from Ohio. Continue reading to grasp the essence of content marketing and get inspired by Brian’s success.
Many companies have used content marketing strategies in the past two centuries—before the internet was commercialized and before the digitized era was even imaginable. This story is meant to inspire you and show you what content marketing is.
Mr. Douglas vs. Brian: The Old and the New Small Business Success Stories
Mr. Douglas has been running a successful business for three decades. He mostly sells toys and books for children. Many people in Ohio, Mr. Douglas’s native state, have grown up with his toys, and many shop at one of his stores out of loyalty. Mr. Douglas has a brand. His approach to marketing and small business has made him a local hero. However, it took him three decades to reach this level of authority in the toy industry.
On the other hand, we have a young entrepreneur named Brian. Like Mr. Douglas, he also comes from a small city in Ohio and runs a business selling toys and books for children. However, the difference between the two is staggering. If Mr. Douglas knew how to handle marketing the old-fashioned way, Brian has a completely different approach. Brian has focused on SEO-driven content marketing.
Unlike Mr. Douglas, Brian has been in business for only five years. But in those five years, he managed to grow his business as much as Mr. Douglas did in thirty. Now, Brian operates toy stores in most cities in Ohio and has made a fortune through online sales.
Brian has not only become successful in his state, but he has also sold toys and books to parents around the world. His secret? A strong content marketing strategy that helped his company build a recognizable brand.
Brian’s story highlights the importance of content marketing in our digital world. If you want your small online business to succeed, content marketing is essential.
What Content Marketing Is (and Isn’t)
A quick Google search might confuse you. If you’ve never heard of the term “content marketing,” understanding it can be a challenge.
You may think it has something to do with online content—a way to market your content. While that’s partially true, it doesn’t capture the full picture. Marketing and small business go hand in hand, but it’s important to know how content marketing supports your business.
Content marketing is a strategic approach to growing your business. With the right content marketing strategy, your business can thrive.
To better understand this, let’s dive deeper into Brian’s story.
Brian’s Toy Business—Visibility in the Digital Marketplace
When Brian first opened his shop, he wasn’t sure how to grow his business. He rented a small store downtown and hoped for the best. Luckily, Brian is ambitious and determined to succeed. He began researching what successful small businesses do to survive their first five years.
First, he realized that having an online presence was crucial. In today’s digital world, only those with an online footprint can truly thrive.
He created social media accounts for his store and launched a blog. Starting the blog was a step in the right direction—toward what would become a goldmine: content marketing.
While researching what and how to write about toys and books, Brian discovered a Reddit post mentioning SEO and content marketing. He already knew what SEO was, but this new concept intrigued him.
Brian Discovers Content Marketing
To save time, Brian decided to meet with a content marketing specialist to learn more.
During their meeting, he began to understand what content marketing entailed and why it mattered.
Why Content Marketing Matters for Your Small Business
There’s no one-size-fits-all definition of content marketing. Simply put, it’s a way to market yourself, your business, and your brand through content.
In the digital world, content is king. Content marketing and strategy go hand in hand.
Brian wanted to generate more revenue and knew he needed to build an online brand. The specialist explained why content marketing was essential and why Brian should invest in it.
Creating social media accounts was a great start, but Brian needed content that would attract visitors and generate sales. He needed a strategy.
Content marketing is about selling who you are and what you do. It builds brand identity and customer loyalty—exactly what Brian needed.
Building Trust with Clients: One Step at a Time
The content marketing specialist asked Brian what he was selling and what his brand stood for. Brian wasn’t sure about the answer.
The specialist emphasized the importance of understanding your business’s identity. He told Brian to ask himself, “How do you help people? What value do you bring to their lives?”
At first, Brian didn’t have an answer. But later, he realized his business was about offering children a safe and happy childhood that helps them grow into healthy adults. That was his business’s identity.
In their next meeting, Brian shared this vision. The specialist agreed it was time to build a content marketing strategy.
Remember: Understanding your business identity is the first step in developing a content marketing strategy.
Together, they created editorial calendars for the blog and social media. These included pictures, videos, written posts, and curated content from relevant sources.
Next, Brian learned about the concept of a funnel.
Funnels, Content Marketing, and Small Business
Lead generation is one of the main reasons to implement a content marketing strategy. Most businesses want to increase revenue and build brand awareness. Funnels help make that possible.
A funnel attracts potential customers. People don’t usually buy something the first time they visit a website or store. You need to attract, engage, and remain memorable.
Customers go through three phases: awareness, consideration, and decision. That’s what Brian needed.
Remember: Content marketing is vital for building customer funnels. Different customers are at different stages of the buying journey.
Brian needed content for the awareness stage. He started with educational blog posts, such as one about the importance of toys during the first three years of childhood. That was a good start.
However, not everyone has time to read articles. Some just scroll through social media. That’s why the specialist encouraged Brian to create memes about kids and their toys.
Education and entertainment are both effective ways to raise awareness.
During the consideration stage, potential buyers compare their options. To address this, Brian created comparison articles, showing how his products differed from the competition.
He also needed social proof to stand out. The specialist suggested offering free toys in exchange for feedback. These reviews became case studies published on the blog and promoted on social media.
Remember: Social proof—like case studies and testimonials—is a powerful way to build trust and increase conversions.
For the decision phase, Brian created clear and attractive offers. Following the specialist’s advice, he launched multiple promotions. The results were impressive.
Content Marketing and Brian’s Business
After six months of regular blog and social media content, Brian’s business was thriving. His revenue stabilized and continued to grow. He opened a third store, thanks in large part to his online marketing efforts.
After five years, Brian reached the same level of success Mr. Douglas took thirty years to achieve. He built a small business empire around children’s toys and books by embracing content marketing.
The Importance of Content Marketing
Content marketing can grow a business in ways other strategies cannot. Rather than selling directly, you create an environment that fosters loyalty and encourages repeat business.
That’s why content marketing is crucial for your small business. It helps you stand out in an oversaturated online world.
Thumos Writing Services is committed to helping small- and medium-sized companies build strong online brands and compelling success stories. Contact us to find out how we can help your business thrive.
