Every business owner strives to market their business in the best ways they know how. From the tried and true to the latest trends, no matter the avenue, most savvy business owners are willing to test out a new marketing tactic to improve their business.

Content marketing isn't exactly new, but many businesses haven't yet given it a go. Traditionalists or those unfamiliar with how content marketing can boost business may not realize the benefits of this industrious type of marketing. But what is it exactly?

By definition, Content Marketing Institute describes content marketing as, "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." Therefore, "Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues." Advantageous for both the business and the consumer. Seems like a winning solution!

As per Vertical Measures, 61% of customers are more likely to buy from a company which publishes custom content. Here's a look into some of the effective ways content marketing can work for you…

Get and Stay on the Radar

There are many companies to choose from in nearly any field. Content marketing can help make your company stand out from the pack. Simply placing your products or services on your website with descriptions and pricing isn't enough to make you memorable anymore. You need to be unique, interesting, and engaging. Content marketing is a favorable way to do just that.

As per YFS Magazine, "Every company has a niche. Talk about that niche, and your business can stay relevant. Consistently provide interesting content. Maintaining a company blog is one of the most common and simplest means of content marketing. However, you can go further and boost authority by publishing an industry newsletter or magazine." Create awareness and gain new clients and customers who are seeking more from a business than a quick transaction.

As Vertical Measures puts it, "Content marketing has been called the "new branding" as it consistently reaches your potential and current clients and reinforces that promise." Show your customers what you have to offer - and that's more than a product or service. It's who you are and what you value as a business owner, which is far more memorable in the long-term.

Build Trust

According to Vertical Measures, "If you publish frequently, your content will build trust not only with your potential clients but also with the search engines. Search engines want to deliver the very best content possible to the audience using their engine." According to Content Marketing Institute, "Search engines reward businesses that publish quality, consistent content." In turn, the customers will find you and look into using your business for their needs. They want who's on top of their game, and content marketing done well will put you there.

Customer trust is something businesses have always valued, and SEO and ranking in search engines is the modern way people find businesses they deem trustworthy and the one to ultimately choose. "This translates into increased traffic, which can lead to more people linking to your websites; creating a positive feedback loop where people will remain interested in your business as long as you continue to create value," notes YFS Magazine.

The more content you provide, the more educated and involved your clients and customers become. Make sure your content is not only sales-focused, but relevant to an array of aspects of your field and helpful to your readers even if they're not making a purchase at the time. This shows that you are invested in their well-being beyond the sale. Knowing you have their interests at heart will have them returning to you the next time they need your product or service. As per Vertical Measures, "A well-educated client is a better, more long-lasting client. In order to build customer loyalty, provide additional value through your content long after the sale is done."

Keep at It

As per Content Marketing Institute, "Content marketing increases sales and brings better customers who are loyal to your brand." Be sure to regularly update content on your website and social media feeds. Send emails with not only salesy information, but benevolent information and updates as well to keep your customers engaged and informed. Keep on target with your company's values and morals and use a tone that reflects your businesses "personality."

See what consumers are reading and hone in on that type of content. See what people are "liking" and "sharing" and give them more of what they enjoy. If you link out to calls to action in your content, make it relevant and natural to the subject matter. You'll find that customers will appreciate honesty and integrity.

Now it's time to boost that content and get it out there! If you need help getting started, check out Content Marketing Institute's guide to developing content for marketing.

Extra, extra… read all about YOUR business!

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I’ve been feeling very British lately. Not in a Union-Jack-obsessed, “Keep Calm and Carry-On” way. I went through that phase in 2012 with everyone else… no thank you. And it’s not even a surge of patriotism catalyzed by the Queen dying — I’m firmly team Diana and team Meghan.

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Quiet Quitting is the latest trend among Gen-Z TikTok that encourages setting boundaries at work

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Toni Morrison has an anecdote about her first ever job, which was cleaning some neighborhood woman’s house. The young Toni arrived home after work one day and expressed her troubles to her father. But he didn’t provide the sympathy she expected. Instead, he gave her something better — his advice:

“Listen. You don’t live there. You live here. With your people. Go to work. Get your money. And come on home.”

Years later, she wrote about this remarkable experience for the New Yorker and said, in hindsight, this is what she learned:

1. Whatever the work is, do it well—not for the boss but for yourself

2. You make the job; it doesn’t make you

3. Your real life is with us, your family

4. You are not the work you do; you are the person you are

What Morrison so eloquently articulated was setting boundaries. I revisited this piece during the pandemic when working from home ramped up in earnest. Back when work was one of the few things that anchored my day.

Without a physical office, the pandemic shattered the work/life balance for many people. There was no more of that physical separation that Morrison talked about. There is no coming home from work physically. There is no real life to come back to — just a manufactured commute to your laptop in your makeshift home office.

But, par for the course, Gen Z are navigating this boundaryless era using TikTok. While internet gurus promote hustle culture and constant online availability since you’re not getting face time with your managers, there’s a trend in town — “quiet quitting.”


@zaidleppelin On quiet quitting #workreform ♬ original sound - ruby


The trend arose from the depths of the pandemic. Layoffs, salary cuts, and furloughs proved that their employers did not care about their hard-working employees.

The Washington Post dubs quiet quitting as a fresh trem for an old phenomenon: employee disengagement. In many cases, it’s a response to burnout. For much of Gen Z, it’s a way of establishing healthy boundaries in the office and resisting the pressure of the rat race. After all, why work yourself to the bone for a company that just proved it’s ready and willing to let you go?

Despite the term’s negative connotations, Quiet Quitting can provide an empowering shift in thinking for employees.

For far too long, employees have been indoctrinated with a slew of toxic workplace advice. Faced with these old misconceptions and lacking job security or clear paths for advancement, Gen Z is untethering their identities from work.

Quiet quitting — therefore — might be a bit of a misnomer. These employers aren’t completely disengaged. They’re certainly not launching Flight Club-esque sabotage attempts on their employers. NO. Contrary to media panic, Gen Z understands the value of a job — the fickle market they entered ensured that. But they also understand the value of life.

They’re doing what they’re being paid for. Nothing more, nothing less.

According to Chief, a private membership network focused on connecting and supporting women executive leaders, older generations should learn from this approach.

“Gen Z has already endured the largest seismic shifts to the career landscape than any previous generation, having started their careers in the middle of a pandemic that changed office culture forever and a gig economy that makes piecing together work more viable. They’re taking both those realities and therefore demanding more autonomy and flexibility than any other generation.”

Gen Z are less attached to job titles and statuses. They’re more concerned about their lives. Sure, this can lead to problematic outlooks on money and experiences — see the “I can earn my money back” TikTok trend. But it’s better than hustling for no reward. Besides, as some Gen Z-ers put it on TikTok, the office isn’t even a vibe.

“With the ability to work from anywhere and for more than just one place, Gen Z-ers are forging their own paths that don’t rely on old patterns set by previous generations and are redefining what “career success” looks like. Gen Z can take note, as more and more leaders are similarly pursuing multiple income streams of their own through the form of a portfolio career. The way in which work looks like and where it happens is evolving.”

With less single-minded focus on one job, some TikTok business gurus advocate shutting your laptops precisely at 5 pm. And then jump onto your side hustle. Do nails or lashes on the weekend. Become social media managers for your phone. Sell soap on Etsy (again … perhaps not in the Fight Club way).

But this valorization of side hustles is not about hustle culture, either. They say job security isn’t guaranteed. Learning new skills and develop an alternate income stream/s to keep you afloat. Just make sure you’re not left in the lurch. BTW inflation is here. So every little bit helps.

But where do you start? Watching TikToks can only get you so far. Try a course on LinkedIn Learning to sharpen up your skills and learn new ones that you can turn into a verifiable side hustle — or leverage in your job search if quiet quitting leads to … real quitting.

Learn on your own time with bite-sized videos or in-depth courses. Watch them after work, before you clock in, or on your lunch break. Then, after your courses are complete, you’ll have certificates prominently displayed on your profile that prove your skills.