Episode 40: Content marketing explained

Welcome to The Rachel Kurzyp Show.

Today I want to explain what content marketing is.

Unfortunately, many business owners believe they have a content marketing strategy when in actual fact they don’t. You see, there is a huge difference between creating content and content marketing.

Creating an Instagram post or blog piece that gets a lot of eyeballs is great. But if this piece isn’t a part of a larger plan to grow your email list or sell your signature service then it’s not going to add value for your community or do anything significant for your business. I see too many business owners investing time, money, resources and energy into creating content, only to end up frustrated when they don’t get sales, leaving them feeling like it’s not worth the effort.

Put simply, content marketing is the process of creating content with the goal of attracting your dream clients and showing them why they should work with you or buy from you. Your content marketing strategy should support your business goals.

So, if you want to make $10k a month through your services then your content would need to work hard to build a community, show the benefits of working with you and tell people how they can book in. This means you wouldn’t be posting about your morning coffee or what you think about the latest Elizabeth Gilbert novel unless it was going to help sell your services. 

And this is what I see a lot of business owners doing. They share interesting bite-sized pieces of content but because they don’t have a strategy, they don’t get the results they want. Your content marketing strategy isn’t a nice-to-have; it’s essential to running a successful business. It’s one of the easiest and most cost-effective ways for you to establish the know, trust and likeability factor in your niche.

The four biggest reasons why your content marketing strategy may not be working for you right now are:

⁠1. You have no idea who your dream client is⁠

This means you either post whatever you like OR the content you think they will like. This is a complete waste of time. You need to create content that helps your followers overcome a problem and show them that you are the person to guide them through this transformation. We cover this in week 4 for Create Content with Confidence, my 6-week program currently open for enrollment.

⁠2. You either sell every.single.post OR try to be everyone’s best friend⁠

Either strategy isn’t going to work. Why? Because you need to build up trust and connection before you can sell, and you need to position yourself as an expert so you can guide people through the sales process. ⁠This is why we dive into how to do this in week 2 of CCWC.

⁠3. You expect your followers to know what to do next ⁠

When was the last time you read a post, loved it and then kept scrollin?! You need to let your followers know what action you want them to take. Should they share, DM you, download your freebie, head to your sales page? ⁠The options are endless so that’s why we will be looking at this in week 5 of CCWC.

  1. You don’t know what content is working well and what isn’t

You need to first decide what you want your content to achieve in your business and then you need to see if it’s doing its job. Your content can help you grow your audience, make more sales, sell out your workshop, position you as an expert in your niche, and everything in between. Which is why we will be covering this in weeks 5 and 6 of CCWC.

So if you’re listening to this and you’re like OMG this makes so much sense, I need a strategy, here’s what you can do next.

I want you to get out a piece of paper and answer these three questions.

  1.   Why am I creating content?

So list out your goals, objectives, services and so on.

  1. What content do I need?

Capture who your dream clients are in 1-2 sentences and decide which channels and types of content you want to focus your energy on.

  1. How will I know if it’s working?

Have a look at your current metrics and how often you’re posting. You need to create a benchmark so you can look back in 1-3 months and see if anything has changed.

And if after doing this activity, you feel you need a step-by-step process to support you to answer these questions, then I’d love for you to join me inside Create Content with Confidence.

My 6-week program has helped business owners just like you go from burnout to booked out because they finally had a content marketing strategy that positions them as an expert and allows them to attract their dream clients in an authentic way.

This is the only time this year that you can enrol in Create Content with Confidence, so if this program sounds like what you need head to rachelkurzyp.com.au/ccwc to learn more and enrol. 

I hope this episode has helped you to understand the difference between content creation and content marketing so you can finally use the power of content marketing to gain financial security in your business. 

Thanks so much for tuning into today’s episode.

If you’ve found what I’ve shared valuable please leave a review and hit the subscribe button so you don’t miss when a new episode drops every Wednesday.

Hi, I’m Rachel

I support multi-talented business owners to get clear on what makes them tick and desperately needed in their industry so they can make more money.

Should you start a podcast?

Should you start a podcast?

Do you genuinely want to start a podcast? Or do you think it’s the only way to grow your audience, share your expertise and produce evergreen content?


Should you start a podcast?

Should you start a podcast?

Do you genuinely want to start a podcast? Or do you think it’s the only way to grow your audience, share your expertise and produce evergreen content?