The Why and How of Creating Content that Matters

What is content marketing?

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action,” according to the Content Marketing Institute.

Creating new, frequent, and insightful content is a healthy and necessary practice of business in any industry.

Google algorithm updates in 2018 revealed that Google is intensifying its focus on evaluating content quality and at the depth and breadth of a website’s content.

Matt Siltala, president of Avalaunch Media puts it this way: “Do your research, be the solution to the problem that people have, and provide something that is meant for people versus trying to ‘SEO’ the crap out of it and you will always do better in your efforts.”

Keep in mind: Social media doubles up as the SEO of the future as users utilize these platforms as search engine themselves.

Content IS a sales technique, and investing in good quality content is just as important as investing in quality web design.


  1. Customers will trust you more. 60% of consumers feel more positive about a brand after consuming content from it.

  2. Grow your brand. Brand establishment takes time. Consistently posting, and posting GOOD and VALUABLE content, can add up and help brand your company, and get your company recognized in the industry.

  3. Be known as an expert in your field. Expert is not a title you can give yourself. Creating content that reflects your area of work can help define you as an expert in that area.

  4. SEO. SEO. SEO. Content creation is a key element of SEO. By utilizing this kind of marketing, it allows small businesses to increase their SEO rankings and highlight the key differentiators between themselves and their competition. Using content with the right keywords in the right places is a good way to promote web optimization for your landing page or website. Remember: Google not only indexes your page based on these keywords, but also by the relevancy of a page’s relevance and back links to credible websites. GOOD content matters.

  5. Invites viewers into the conversation. Content marketing also allows your customers and followers to share your original thoughts. By posting to social media or maintaining a regular blog, your audience can share via social media platforms, snippets of your information or an entire post with a click of a button. They can also interact with your original posts, engaging in the topic and furthering the conversation.

  6. Attract new viewers AKA customers. Content marketing offers businesses another way to entice their customers without putting out traditional advertisements. If your website achieves a good first impression with informative content, you can easily turn visitors into customers.

  7. Stand out from your competitors. Whether it be from not enough time to create, not having enough ideas, or not believing that it is important to their online marketing efforts, a large number of businesses still neglect content creation. Don’t be this type of business.

First impressions matter, so it’s important to make sure your content succinctly and quickly demonstrates key information you want customers to know, and that is also centred on their needs.


What are you delivering to the audience? Are you providing helpful information, inspirational messages, industry advice, or something else completely?

What you need to do is create content that solves a problem – content that moves, motivates, and connects with people. Also, remember that content is a sales technique, use your content to evaluate and create transparency in your brand.

Check out this infographic!

How does LinkPoint incorporate content?

  1. Sharing testimonies.
  2. Content (blogs and social media posts) related to the services we provide.
  3. Share articles we are reading and our response / insight to them.
  4. Showcasing completed projects and case studies.
  5. Sharing content from our clients and partners.
  6. Behind the scenes of our team and our projects in action.
  7. Events we attend with our community and clients.

Simply put, content marketing is something all small businesses should implement into their strategy.

Don’t forget about EMAIL! Whether it is a monthly newsletter, weekly promotions or one-off marketing messages, email marketing is still a strong way to share information and bring visitors to your website. Including content such as interesting news, helpful tips or advice is a great way to turn a dry sales message into an engaging email campaign.

How can LinkPoint help you start a content marketing strategy?

Contact us today!