"The goal isn't to flood people with information, but to consistently offer quality content."
- Sarah George

In marketing, "content" covers anything your audience can read, watch, or listen to—whether digital or printed. While most conversations focus on digital formats, don’t underestimate the power of print. In a highly digital world, printed materials like brochures and postcards can help you stand out.

Think of your content as anything people consume that connects to you, your business, or your industry. The goal isn't to flood people with information, but to consistently offer quality content—content that's useful, satisfying, and leaves a positive impression, much like a nutrient-rich meal compared to empty calories.

Building a Quality Content Strategy

Creating high-quality content starts with having a plan. A content calendar keeps you organized, helps you stay consistent, and ensures you deliver value. Remember: content can (and should) be repurposed across different platforms.

From one blog post, you could create:

• Social media posts for Facebook or LinkedIn

• A downloadable PDF

• A video highlighting key takeaways

Planning not only simplifies the process but also multiplies your reach without reinventing the wheel.

The Three Purposes of Content: Entertain, Educate, Inspire

Effective marketing content typically serves one or more of these core purposes:

1. Entertain

Sometimes your audience just wants a moment of joy. Entertaining content provides a break from the everyday hustle, aiming purely to spark an emotional reaction.

Why use it? It broadens your audience, builds connection, and humanizes your brand.

Examples:

• Memes and GIFs

• Short, light-hearted videos

• Fun facts

• Holiday shoutouts

• Relatable stories

2. Educate

Educational content is the backbone of many marketing strategies. It provides valuable information that helps your audience understand your business, industry, products, or services.

Examples:

• How-to guides

• Infographics

• Client testimonials

• Tips and tricks

• Industry facts

Educational content builds credibility and positions you as a trusted expert.

3. Inspire

Inspirational content encourages your audience to take action—whether that’s engaging with your brand, sharing your message, or becoming a client.

Examples:

• Case studies

• Problem/solution stories

• Motivational quotes

• Success stories

Always pair inspirational content with a clear call to action, such as “Sign Up,” “Share This Post,” or “Learn More.” Giving people a next step makes it easier for them to act on their motivation.

Putting It All Together

Every piece of content you create should aim to entertain, educate, inspire—or some combination of the three. To make content creation easier, use the 3 C’s of Effective Marketing:

• Create content that connects with your ideal client.

• Communicate your value consistently.

• Coordinate your efforts with a clear plan.

Examples of digital content: blogs, podcasts, videos, vlogs, social media posts, webinars, white papers, and infographics.

Examples of print content: brochures, postcards, rack cards, letters, banners, packaging, and promotional materials.

Ready to Take the Next Step?

If you're looking for more ideas or need help jumpstarting your content marketing plan, let's connect!