• Eoin Connolly

How Content Marketing Can Help Grow Your Business

Updated: Aug 2, 2019

Content Marketing And You

Nowadays, it feels like it’s impossible to go anywhere on the internet without being accosted by content marketing.

It seems like no matter which page you click on, you’ll get some sort of targeted ad relating to it. Whether it’s a company plugging their services or a blogger trying to demystify the subject, everybody’s got something to contribute to the subject.

But what exactly is content marketing? And why is it so popular all of a sudden?

Here at Triple Vowel Content, we’re firm believers in the idea that there’s no such thing as a stupid question.

That’s why we’ve decided to come up with a handy guide to what content marketing is, and how it can help your business.

What Content Marketing Is

Content marketing is a catch-all term used to describe any content that is created with the goal of driving traffic to your website.

Articles, blog posts, videos, image galleries—all of these can be considered content marketing to some degree.

While the SEO benefits of the different media vary from format to format, we can make a few generalisations to help organize all of this information.

Keeping that in mind, we're going to delve into the two main forms that written content marketing tends to take: blog posts and articles. Each of these has upsides and downsides, naturally: doesn't everything? But what's more important than understanding the pluses and minuses of the format is having a solid grasp on when to use each kind of piece, and how exactly to go about writing it.

Like any form of art or work, there are inherent rules which come with the form that must be adhered to. Just as a portrait without a subject isn't a portrait, a blog post without a slant isn't a blog post, and an article without enough information simply isn't an article.

But that's more than enough preamble. Let's dive into the two main kinds and see where we wind up.

Blog Posts

Blog posts are typically short—seldom more than 1,000 words—and are usually written in a conversational tone. Given that they're one of the only opportunities you'll have to connect with your audience in such an informal way, it's vital that you don't underestimate their importance.

Not to mention the fact that blog posts are a sure-fire way to keep your website updated with all of the keywords you've chosen to target. If we can permit ourselves a content marketing analogy, the overall strategy is the trebuchet and the blog posts are the projectiles.

They should be about topics which are relevant to your business, and should ideally present a certain slant on the information presented. This is important because it helps connect your readers to your business, which is what content marketing is all about. When people read a blog post and feel like it was produced by a human, it helps to create a relationship between the reader and the writer.

For example, a blog post describing SEO keywords in general isn’t going to fare particularly well. It's not that there's anything wrong with it (thank you, Seinfeld!), it's just that it's likely to feel a bit bland when compared with some of the competition. If you find yourself inundated with boring, no-go content titles like this, it's probably worth trying to steer in a new direction entirely.

A post presenting ‘Three Reasons SEO Could Work For You,’ on the other hand, is much more likely to appeal to the audience visiting your site in the first place.


Longer form articles—like those offered in Triple Vowel’s ‘Deep Dive’ package—are another way to get your feet wet with content marketing. In general, they offer a completely different proposition to blog posts; not only because of their sheer length, but because of the various different possibilities presented for communicating information.

These pieces usually have a more formal tone, and are more focused on the technical side of the issue. A good example is thinking of a thorough look at some economic issue, as opposed to a more typical blog post, like 'Five Ways To Tell You're Spending Too Much Money.'

An article with an obvious slant is going to read a little strangely, just like a blog post presenting an objective, fact-heavy discussion is going to feel a little off. It's good to familiarize yourself with the different pluses and minuses of each form, because they're both important parts of any content marketing strategy.

Whether or not blog posts or more technical articles are going to be the best choice for you is going to come down to your particular niche. Who exactly you're targeting, and what your goals are for each specific post, are factors which are also going to play a part.

We mentioned strategy a paragraph ago: let's get into that now.

The Importance Of A Good Strategy

With regards to an overall content marketing strategy, we’ve found that a mixture of blog posts and articles produces the best results.

Think about it.

With blog posts, you’ll be attracting readers who are interested in a brief, surface-deep examination of the topic. They’re fun to read (if they’re well-written), and will be read start-to-finish more often than articles.

Which isn’t to say that articles should be left out of your plan. On the contrary—you should be making use of articles as much as possible. Not as often as blog posts, maybe, but definitely one out of every three or four, is Triple Vowel's recommendation. This helps to vary the audience accessing your website too, as the combination will attract a wider variety of customers than either form on its own.

By presenting more information and a consistent argument throughout the piece, a well-written article—while it might not be finished as much as a blog post—can command much more time spent on the page, which is one of the most heavily-weighted aspects of the algorithms which determine your company’s search engine ranking.

What’s more, you’re ensuring that you’re not alienating those among your audience who want a more in-depth look at the topic. 

Try to mix up the two styles as best you can. By making sure that you can appeal to as much of your audience as possible, you’ll find yourself flying up to the first page of Google.

Which, as we all know, is about as important as it gets.

How Content Marketing Can Grow Your Business

The landscape which determines how businesses can be run has undergone massive changes in the last couple decades. There are no two ways about it: the vast influx of new websites coming onto the market is making it harder than ever to stand out among the herd.

Well-meaning businesses who don't have a good grasp on content marketing are finding themselves having to scrap for every visitor, while newer kids on the block are making it look easy—even if their business isn't as impressive as an enterprise.

It’s not enough to have a great product. It’s not enough to have a solid strategy.

In the present industry, it’s not even enough to have a top-notch team who believe in the business.

These days, if you’re not on the first page of Google, your competition is crushing you.

It sounds harsh, but that’s the reality.

So what can you do about it?

Nothing Tops Quality

If you employ a comprehensive content marketing strategy which involves in-depth keyword research, relevant article topics, and seductive email campaigns, you’re well on the way to improving your search engine ranking.

But more important than all of that is the quality of the writing itself.

We can all relate to coming across content on the internet which is just desperate. Split infinitives, hanging prepositions, and spelling issues abound.

Don’t even get us started on mixing up ‘there,’ ‘they’re,’ and ‘their.’

With the massive influx of writers offering their services, there has been a noticeable decline in the overall quality; and when it comes to business employing these writers, they’re just not getting their money’s worth. (See what we did there?)

Content marketing can be an excellent way to improve the prospects of your business, but it simply must be well-written.

If it isn’t, you may as well just go home and forget about the whole thing.

How We Can Help

As is so often the case, the most powerful tools can be used incorrectly by those who don’t know their trade.

That’s why at Triple Vowel Content, we take the concept to a new level by providing the most personal content creation services available today.

If you’re wondering about whether we can help you out or not, why not take advantage of our free trial pieces, which are available for the Short & Sweet and Goldilocks packages?

After all, it can’t hurt.

It costs absolutely nothing, and there’s no requirement to commit to paid work unless you’re absolutely positive you want to.

Don’t let your competitors get the edge over you. Start taking the process seriously, and it’ll pay dividends down the line.

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