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After decades with big brands, I realized how much I love marketing small ones. I'm happiest around a table (even a virtual one) with clients, sharing plans that help them reach the right people. I'm a simplifier and a creator. Also, a lover of cute office supplies.

  • Writer's pictureStacy McPhillips

WTF is content anyway?

Updated: Apr 1, 2021

Content is what is inside a container. The content inside this adorable pencil holder is pencils. (My fave pencils, actually!)

But what does this mean in marketing?⁣⁣

Desk with a pencil holder in the shape of a pencil with pencils in it! Pencil Point Marketing photo.

The content in marketing is the stuff inside your marketing containers. ⁣⁣


So, what are your marketing containers?

Here are a few you probably think of often:⁣⁣

  • Website (this should be your content hub)⁣⁣

  • Social media - each platform (Instagram, Pinterest, YouTube, etc…) is a different container⁣⁣

  • Email ⁣⁣

⁣⁣Here are some marketing containers you may not think of: ⁣⁣

  • Packaging ⁣⁣

  • Printed materials - like biz cards⁣⁣ or brochures

  • Mobile apps⁣⁣

  • Podcast⁣⁣s

  • Brick & mortar stores ⁣⁣/ locations



Everything you create to go into these marketing containers is content.

Quality is important.

Think about the last great conversation you started.

I bet it went well because you picked a topic they were interested in and used a tone of voice that made your listener comfortable.

The things you said—and how you said them—made up the content of your discussion.

Content marketing is the ongoing conversation you have with your audience. It's about building relationships.

So, if your website is your primary content hub, the content on your website is:

  • Menu and the pages

  • Every word and image on every page

  • Contact form

  • Free download or lead magnet

  • Footer

  • Social media icons with links

  • Buttons

  • Testimonials

  • Blog posts (like this one!)

  • Privacy policy

  • You get it...

And you get to choose what kind of conversation you have with your website visitor. And what tone will resonate with that person.

What content questions do you have for me?!


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