It is Marketing but Not as We Know It: The Magic of Content Marketing

Professional marketers are schooled in the 4P’s of marketing (Product, Place, Price and Promotion). Also known as the ‘product mix’, it is these 4P’s that are used as the core for marketing products and services. However, turning this type of traditional marketing on its head is content marketing which puts ‘adding value’ to the customer at the heart of its activity.


Neil Patel, a digital marketing guru and influencer defines content marketing as:

…a long-term strategy that focuses on building a strong relationship with your target audience by giving them high-quality content that is very relevant to them on a consistent basis. Eventually, when customers make a purchase decision, their loyalty already lies with you.

Think Cathy Heller with her podcast, Don’t Keep Your Day job, Jasmine Star with her e-book and white paper website sign ups and Rosetta Thurman with her Facebook Livestreams and Zoom webinars.

What they all have in common is that a lot of their content is free, informative and actionable. In other words, you are given worksheets, cheat sheets and nuggets of information that you can implement that would ‘add value’ or make a difference to your business and/or life.  They are not overtly promoting their products or services but what they are offering for free is a by- product of it. A taster of their paid coaching and/or business marketing services.

What could you offer that would be of value to your customers in exchange for their email address that would educate, inform and/or delight your customer?


Want to know more?

If you are an aspiring entrepreneur or have been in business for less than 12 months you can sign up for the free Start-Up in London Libraries series of workshops (including a marketing masterclass) in partnership with the British Library and IP Centre.

Are you a woman in business? Have a Start-Up Story that you would love to share to ‘inspire and aspire’ our community?

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