October 27, 2016

The Fundamental Reason Why Content Marketing Works

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Here’s a question: Why is content marketing so effective?

What is it about content creation that helps companies increase their clientele?

Okay, so that was two questions, but they’re still valid.

Most savvy entrepreneurs understand the importance of content marketing. They are fully aware of the fact that providing great content will end up increasing their sales.

But why?

Content marketing is one of the most powerful marketing tools that a company can use. If done right, it can expand your influence, position your company as a thought leader, and win you more clients.

As companies are becoming more and more focused on the customer experience, they are turning to content marketing as a way to position themselves as a resource in their industry. There are several reasons content marketing is so effective. I actually believe that there is one reason that trumps them all.

So what is it?

Easy. It’s influence. Content marketing helps you build influence, and lots of it. And without influence, you can’t realize your entrepreneurial aspirations.

So what exactly is influence anyway?

Dictionary.com defines the word “influence” in this way: the capacity to have an effect on the character, development, or behavior of someone or something, or the effect itself. As an entrepreneur, it is extremely important to have influence because you will spend a large chunk of  your time trying to get people to do things that you want them to do. It’s a non-negotiable factor.

Companies Thrive on Influence

Nowadays, it is not easy for companies to thrive if they are not able to position themselves as thought leaders. If you truly want to become a successful entrepreneur, you need to become an influential entrepreneur. It’s a non-negotiable.

If you aren’t able to influence, you won’t be able to get people to buy into your brand. You won’t be able to get your team to buy into your vision and your organization will have an exceedingly hard time standing out from the crowd.

Content marketing is so effective because it helps you build greater influence. It makes it easier to get prospects to do what you want them to do.

Your Influence Grows when you Create Value

So how do you get influence? What do you need to do in order to earn the right to impact the behavior of others?

It’s simple. You provide as much value as possible.

When it comes to gaining greater influence, my motto is this: The  amount of influence you have is directly tied to the amount of value you provide.

If you want to influence people, it is essential to give them some type of benefit. They must value you. People will not allow themselves to be influenced by people whom they don’t value.

Think about it. Who has had the most influence over you throughout your life and career? Most likely, it’s someone who you value greatly. This person probably had a positive impact on your life.

It could be a coach who believed in you when you didn’t believe in yourself. It might be a parent that poured into you and your growth. Perhaps it’s a manager who took the time to invest in your development.

Makes sense, doesn’t it?

Of course it does. This is why content marketing is so powerful. It helps you build influence by providing tangible benefits to your audience.

When you provide relevant content that actually helps someone answer a question or solve a problem, you are offering a distinct benefit. You’re giving them something valuable without asking for anything in return. In turn, that prospect is far more likely to buy your product or service.

Content marketing works because it helps you build influence by providing something helpful to your readers. For this reason, you must make sure you are consistently creating relevant and useful content that carries a strong benefit for the reader.

Why is it important to provide value?

Simply put, people are self interested. When a consumer first interacts with your company, they aren’t interested in your brand. They’re interested in what you can do for them. It’s not selfish. It’s human nature.

How many times have you shopped at your favorite clothing store just because you wanted to do them a favor? Case in point. You don’t shop there because you want to help them out. You shop there because you love their clothes!

People will be interested in your brand when you provide something that makes their lives easier, funner, less stressful, more profitable, or all of the above. The best way to gain influence is to remember that it’s not about you. It’s about your audience.


So what does all this mean? It means if you want to build influence with your audience, you need to increase your influence by providing as much value as possible.

This is where content marketing comes in. When you provide content that offers a distinct benefit that makes your readers’ life easier, you earn the right to influence them.

Here are some easy ways to provide value with your content:

  • Answer a question that is commonly asked by your audience.
  • Write content that tells the reader how to solve a problem.
  • Give your audience information that isn’t easy to get.
  • Provide content that causes your audience to think about a subject differently.

The idea that great benefit leads to great influence is true in many areas of life. If you want to have influence, you must provide value to everyone you meet.

Next time you want to persuade someone to take a particular action, find a way to benefit them.

Influence Photo via Shutterstock

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Jeff Charles

Jeff Charles Jeff Charles is the founder of Artisan Owl Media, an Austin-based content marketing agency that specializes in helping professional service firms increase their influence and earn more clients.

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7 Reactions

  1. Aira Bongco

    People feed on content. Without it, you cannot remind them of what you can do and you cannot help them continuously. It is the lifeblood of businesses as it is more important than selling products and services. Helping comes in different forms and giving information is one of the greatest ways to do that.

    • Jeff Charles


      That’s a great insight! You’re absolutely right when you describe content as the “lifeblood of businesses.” The only way to have a distinct impact on your clients before and after they purchase is to provide great content. Without content, there’s no reason for anyone to engage with your brand. Thanks for your comment!

  2. Hi Jeff, very excited to happen across your article. I have been researching content marketing for a nice chunk of time. You have made the idea clear, concise and simple. Thank you.

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