4 things you need for successful content marketing

By Hannah Moss

4 things you need for successful content marketing

Before you can start growing your business with content marketing, there are 4 essential ingredients your business needs – you might know about the 3 Ps already but what’s the 4th ingredient?

In How to ride the content marketing wave to grow your business, we defined content marketing as a way of promoting your business via regular content you publish on your website, email campaigns and social media.

It’s an ongoing process that’s all about communicating with your audience and potential customers without directly selling to them. The main aim is to educate and inform, although a little entertainment goes a long way too!

So, how do you get started?

4 essential ingredients

Before you can even begin to grow your business with content marketing, there are a few things you need to put in place first. Well, 4 to be precise.

Without these 4 key ingredients, your business simply won’t have the solid foundation it needs for growth.

You may have heard of the 3 Ps, but what’s the 4th ingredient…?


People are the bedrock of your business. Your business simply can’t exist without them.

Good relationships with clients are essential. Are you nurturing those relationships? Are you thinking about what your clients want? How they feel? How they behave? Are you considering your clients’ pain points and doing your utmost to solve their problems? Are you really meeting their needs?

Of course, your clients are only one side of your business. The people you employ, contract or collaborate with to do the work are just as important. Are you considering your own people’s needs too? Do they feel valued and respected? Are they motivated? Are they happy?


It stands to reason that you need a great product in order to successfully market it. This means a product or service that is in demand and that people value and care about.

Sure, some businesses might have awesome marketing campaigns but if their product isn’t up to scratch, it simply won’t stand the test of time.

Similarly, a business might have a truly great product, but without the right marketing it simply won’t sell. It needs to be marketed in the right way, to the right audience, to get the best results.


Process is the key to any successful business. You must have simple, clear and repeatable processes in order to successfully deliver your product or service.

In order to establish your processes, you need to think through every scenario of your business. What’s the first touch point for your clients? How can they contact you? What happens next? What systems do you need in place to manage orders or bookings? Do you need a CRM (customer relationship management software)? Who will manage this? Do you need a follow-up or keep-in-touch process? What happens in the event of a cancellation or refund? What other scenarios might occur?

Processes are very important for your people: so your team knows what they need to do and when; and your clients know what you’re doing and why.

A large number of complaints and conflicts within business are due to mismanaged expectations. Having clear processes in your business helps to set people’s expectations at every level – which is crucial for your success.

An optimised website

You may already be aware of the importance of the 3 Ps in business. You may already have good people, a great product and clear processes. But what about your website? It could be letting you down.

Does your website have:

  • A clear call to action on each page?
  • A simple, well-organised structure?
  • A user friendly interface with easy-to-find pages?
  • A super fast loading speed, even for pages with lots of images?

If you answered no to any of these questions, the chances are your website could be letting you down. The good news is that we can help! Our packages are exactly what you need to ensure your website is fully optimised and set up in just the right way for you to start growing your business with content marketing.

As well as conducting in-depth research to find out who your audience is, what content they want and how to keep them coming back for more, in our SEO package, we can also fine-tune your website with all this essential geeky stuff:

  • Review site structure & reorganise pages
  • Carry out website content audit
  • Implement SEO recommendations
  • Review page goals and calls to action
  • Re-categorise existing blog posts
  • Set up MailChimp account, email list and branded email template
  • Set up analytics
  • Install essential WordPress plugins
  • Optimise performance

Book a free consultation

Successful content marketing takes time and patience. In order to stand a chance of growing your business, it’s essential that you have these 4 ingredients in place.

Once you have your great people, awesome product and smooth processes in place, you’re ready to make sure your website is set up just right.

Why not book a free consultation today and find out how we can help you get the results you need from your website and marketing.

Book a free consultation

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