Creating Content-led Marketing that Converts – Tips from a Chief Growth officer

A Humble Beginning: Blogs with Bite

Around 20 years ago, the idea of content-led marketing wasn’t as mainstream as it is today. For companies with limited resources, like the 10-person tech company DTS mentioned in the discussion, it became a necessity rather than a choice. With no significant marketing budget, blogs emerged as an effective way to create buzz and foster brand visibility.

The key wasn’t just producing content but creating thought-provoking and sometimes contentious blogs. These pieces didn’t aim to provoke for the sake of it but rather to offer data-backed opinions that added value to readers. For example, when a merger or acquisition was announced in the industry, a blog might dive into its implications—good, bad, or challenging—for customers and the sector at large.

The Importance of Consistency

One-off content pieces rarely make an impact. It was the consistency of effort over months and years that established authority and trust. By regularly engaging with industry news, commenting on developments, and linking back to original blogs, a loyal audience grew.

Evolving Mediums: From Blogs to Video

As the digital landscape evolved, so did content formats. Blogs, while still relevant for SEO, began to share the spotlight with videos and podcasts. The shift wasn’t just about following trends—it was about meeting audiences where they were and how they preferred to consume information.

Short-form videos with subtitles have particularly gained traction. With many viewers scrolling social media in environments where sound isn’t an option, subtitles make content accessible and engaging.

Why Video Works

Video content serves multiple purposes:

• SEO and discoverability: Embedding videos in blogs or articles enhances visibility.
• Audience engagement: People connect more deeply with visual and verbal cues than plain text.
• Repurposing potential: A single video can be repurposed into snippets, infographics, and written articles.

However, video requires a polished approach, especially for brands positioning themselves as premium. Quality over quantity is the mantra—better to release fewer high-quality pieces than to churn out mediocre content.

The Rise of Podcasts

Podcasts are another format that has exploded in popularity. They offer an intimate, on-the-go consumption experience, whether commuting or multitasking. While many podcasters start with audio-only content, video podcasts add a new dimension for platforms like YouTube.

The Role of AI in Content Marketing

AI is reshaping the content landscape in profound ways. While the technology can streamline processes and increase output, the discussion emphasized an important distinction: AI can assist in creating content, but quality is still king.

Here’s how AI is being used effectively:

• Content repurposing: Tools can quickly convert long-form videos into shorter clips or blogs.
• SEO optimisation: AI tools help refine keywords and improve search rankings.
• Sentiment analysis: For sales teams, AI-driven tools can assess call quality and customer sentiment.

Overcoming Attribution Challenges

One of the perennial challenges in content marketing is attribution—understanding how each piece of content contributes to the sales funnel. While tools can track clicks and conversions, they often miss the nuances of multi-touch journeys.

Content Marketing Beyond Lead Generation

Marketing isn’t just about acquiring new customers—it’s also about retaining existing ones and engaging employees. For businesses like Managed IT Services Providers (MSPs), content can:

• Add value for existing clients through educational videos and thought leadership pieces.
• Engage employees by sharing knowledge internally.
• Recruit top talent by showcasing authenticity and expertise.

Final Thoughts: Quality Over Quantity

In an era of content overload, standing out requires a relentless focus on quality. Whether it’s a blog, podcast, or video, the goal should always be to educate, inspire, or entertain your audience. AI can assist in the process, but it’s no substitute for genuine, human insight.

As businesses look to the future, the integration of AI, multi-format content, and a deeper understanding of audience preferences will shape the next wave of content-led marketing.

What’s your take on the evolution of content marketing? Have you embraced AI, or are you focused on traditional methods? Share your thoughts in the comments below or reach out directly—we’d love to hear from you!