What is Content Marketing?
your secret weapon for business growth
Why Content Marketing is Your Best Salesperson
Have you ever posted something on social media, answered a client's question in an email, or shared a tip in a Facebook group? Congrats! You're already doing content marketing (kinda).
Whenever you share insights, answer questions, or offer advice, you:
Engage your audience
Build trust
Position yourself as a valuable resource.
These are all core elements of content marketing.
But without a strategy, these random acts of content aren’t working as the reliable salesperson your business needs.
You may be thinking, "Sure - because I have sooooo much time to create content." Which is valid... and that's where modern tools, including AI, come in. These technologies aren't just about creating more content—they're about creating smarter content that works harder for your business.
First, let's understand the strategy that makes these tools truly effective. Without a strategic approach, even the most advanced tools will just help you create more noise—not meaningful connections with your audience.
Content marketing isn’t just about throwing posts into the void and hoping for the best. It’s about turning your content into a system that actually works for you—drawing in the right people, keeping them engaged, and leading them to take action.
This post breaks down how to go from inconsistent posting to a strategy that does the heavy lifting—so your content isn’t just another thing on your to-do list, but an asset that supports your business 24/7.
If you've been struggling with consistency or feeling overwhelmed by content creation, get ready. This might just be the missing piece that turns your content from background noise into a powerful business asset.
The Power of Strategic Content Marketing
Eugene Schwartz, one of the greatest copywriters of all time, introduced the concept of customer awareness—a framework that helps businesses meet potential clients exactly where they are in their decision-making process. While Schwartz developed these principles decades ago, today's technology and AI tools make implementing them at scale more achievable than ever—but only if you understand the underlying strategy.
When applied to content marketing, this approach works like a well-structured sales funnel, guiding potential clients from curiosity to commitment. The real breakthrough? Once you map out your client's journey using these five levels, you'll know exactly what content to create (and how to create it efficiently) to attract, educate, and connect with them—before ever speaking to them directly.
Whether you're an OBM, a copywriter, a coach, or a consultant, this structure allows your content to do the heavy lifting. By the time a potential client reaches out, they're already excited to work with you. It's like having a 24/7 sales team that knows precisely how to speak to your ideal clients at every stage of their journey.
Engaging Your Audience Through Content
Before we dive into a practical example, let's acknowledge something important: creating strategic content has never been more accessible. While previous generations of marketers had to rely solely on their creativity and manual effort, today's content creators have unprecedented advantages:
AI tools can help identify pain points and content opportunities
Data analytics reveal exactly what your audience wants
Automation helps maintain consistency without sacrificing quality
Modern tools make it easier to repurpose content across channels
However—and this is crucial—these tools are only as effective as the strategy behind them. Think of strategy like Google Maps and your tools as the car.
You can have the fastest, most high-tech vehicle out there, but if you don’t know where you’re going, you’ll waste time, take wrong turns, and probably end up frustrated on the side of the road.
Strategy gives you a clear route, helping you use your tools efficiently so you actually get where you want to go.
Building Trust and Authority
Let’s break it down!
Let's see how this works in practice. Imagine an Online Business Manager (OBM) who helps clients build systems using tools like Asana, 17Hats, Flodesk, and Zapier.
Using both strategic thinking and modern tools, here's how she could structure content at each awareness level:
placeholder for Levels of awareness graphic
Unaware: potential clients don't realize their workflows are inefficient
Content Strategy: Use AI to analyze common business bottlenecks, then create a data-driven blog post, "Why Entrepreneurs Waste 12.5 Hours Each Week on Manual Tasks (And Don't Even Know It)."
Goal: Spark awareness that poor systems are costing them time and money.
Problem Aware: potential clients recognize they're overwhelmed but don't know solutions exist
Content Strategy: Create a comparison post showing the stark difference between manual workflows vs. automated workflows with Zapier. Include real screenshots and time-tracking data.
Goal: Highlight specific struggles and introduce systematic solutions.
Solution Aware: potential clients understand automation tools exist but aren't sure how to implement
Content Strategy: Develop a detailed case study showing how the OBM helped a solopreneur reduce admin time by 78% using 17Hats.
Goal: Build trust through concrete results and demonstrate expertise.
Product Aware: potential clients know about OBM services but need reassurance
Content Strategy: Create a detailed video walkthrough of an actual client onboarding process, showing the seamless integration of Flodesk and Asana.
Goal: Remove objections by demonstrating real-world implementation.
Most Aware: potential clients are ready to hire but need a final nudge
Content Strategy: Offer a limited-time "Systems Audit + Bonus Automation Setup" package.
Goal: Drive immediate action with a clear value proposition.
Positioning Yourself as a Valuable Resource
While you might not be an OBM, this framework works for any service provider. The key is understanding your clients' journey and creating content that guides them through each stage:
Copywriters: Your unaware clients might not realize weak messaging costs them 30% of potential leads
Business Coaches: Your problem-aware clients know they're stuck but haven't considered coaching
Branding Experts: Your solution-aware clients understand branding matters but don't know your unique approach
The beauty of this approach? Once you understand the structure, you can create content more efficiently using modern tools while maintaining your authentic voice. Instead of chasing leads or struggling to explain your value, your content—powered by smart strategy and enhanced by technology—guides the most ideal clients to naturally want to work with you.
Overcoming Content Creation Challenges
90-Day Plan to Turn Content Into Your Best Salesperson
Days 1-30:
Laying the Foundation
Before we go all-in on content, let’s make sure it’s actually working for you (instead of sucking up all your sweet sweet time).
Audit your existing content – What’s resonating? What’s falling flat? Use analytics to make informed decisions, not just gut feelings.
Lock in your brand voice – Define it. Document it. Make sure every piece of content sounds like you.
Map your customer awareness journey – Are they problem-aware? Solution-curious? Ready to buy? Your content should meet them where they are.
Find where AI can help (without making you sound like a robot) – Automate the busy work so you can focus on strategy and storytelling.
Develop cornerstone content – These are your “hero” pieces that establish authority and can be repurposed later. Think ultimate guides, signature frameworks, or in-depth case studies.
Pause before moving forward: Get crystal clear on your strategy first. Tools can assist, but clarity always comes before automation.
Days 31-60:
Creating a Content Marketing System
Content isn’t just about creating—it’s about distributing, repurposing, and making it work harder for you.
Create repeatable content templates – One for each stage of customer awareness so you’re not reinventing the wheel every time.
Build a content calendar that covers all awareness levels – Not just the stuff that’s fun to write. Every stage needs attention.
Set up your distribution channels – Your content should live beyond just your website. Where does your audience hang out? Be there.
Implement AI or workflows to keep things consistent – Whether it’s AI assistance, a VA, or just you batching like a boss, find a rhythm that scales.
Start repurposing – That cornerstone content from phase one? Chop it up, remix it, and distribute it across different formats and platforms.
Key Focus: Creating a content engine that runs without you having to hustle 24/7.
Days 61-90:
Scaling & Optimizing
Now that the system’s in place, let’s amplify what’s working and cut what’s not.
Go all in on your content strategy – Post consistently, engage intentionally, and optimize for conversions.
Monitor the data – Which content is driving the most engagement, leads, and sales? Double down on that.
Refine your systems – What’s clunky? What’s slowing you down? Adjust workflows based on real-world results.
Scale the winners – Lean into what’s working while keeping your brand voice and authenticity intact.
Experiment with advanced formats – Maybe it’s video, interactive content, or new platforms. Test small, then scale.
Big Takeaway: The more refined your strategy and workflows get, the easier it is to scale without sacrificing quality.
Content is an asset, not just a marketing task. When done right, it keeps working for you—attracting leads, building trust, and driving sales—without you needing to be “on” all the time.
Stick with this plan, and you’ll transform content from a chore into your best salesperson.
Taking Your Next Step
Understanding strategic content marketing is just the beginning. Now that you see how it works as your best salesperson, you might be wondering how to create all this content efficiently without burning out.
The good news? You don't have to do it all manually. In our next post, we'll explore how to use AI for content creation while maintaining your authentic voice. You'll learn exactly how to scale your content creation without sacrificing quality or strategic thinking.
Subscribe to ensure you don't miss it, and in the meantime, start mapping out your customer awareness levels. Understanding where your audience is in their journey is the foundation of effective content marketing—no matter what tools you use to create it.
Remember: Strategy first, tools second. Get this right, and you'll have a content marketing system that truly works as your best salesperson, bringing in leads and nurturing relationships 24/7.
