We get it, content sounds like one of those marketing buzzwords that gets thrown around. Blogs, videos, guides, emails… but is it really worth the effort or just another thing to add to the list?
The truth is, without content, your website doesn’t give people much to stick around for. Google won’t see you as a trusted source, and your audience won’t have a reason to choose you over a competitor who’s already answering their questions. So when we explain to our clients that they need content, it’s because we’ve seen firsthand how much it matters.
We’re big fans of content marketing, and we’ve seen the impact that a well-written blog post or effective email marketing campaign can have on long-term business success.
We’re here to take the mystery out of content marketing by showing you what it is, why it matters, and how to make it work for you.
- Content marketing builds trust by helping people first, giving them blogs, guides, and resources that actually answer their questions.
- Every channel relies on content because SEO needs it to rank, socials need it to stay fresh, and ads need it to prove your value.
- A single piece of content can go a long way, with one blog turning into a newsletter or a media release, all while contributing to your SEO.
- Content continues to work even after it’s published, generating traffic and leads over time. It’s a long-term investment that is super rewarding.
What is content marketing? 🤔
Have you ever opened an email from your local wellness centre and found a tip that you actually used later on? Or searched for an answer online and ended up on a blog that not only solved your problem, but gave you more helpful advice than you expected? That’s content marketing at its finest.
Think of it as giving before asking. At Excite Media, we love helping people out with something useful before talking about a sale. Content marketing is about sharing blogs, videos, emails, and guides (just to name a few) that people actually enjoy or learn from. It might be a quick how-to, a handy checklist, or even a story that makes someone smile.
The best part? Content keeps working long after you’ve hit publish. It helps your website pop up in Google searches (a big win for SEO), gives you plenty to post on your socials, and makes your emails worth opening.
Types of content marketing 📚
When people hear content marketing, they often think of generic blog posts. We do love a good blog (if it’s unique and valuable), but it goes far beyond simply adding another article to your site. From videos to guides and everything in between, there are plenty of content types worth exploring, and we enjoy helping our clients make the most of them.
Blog articles 📝
Blog posts are one of our go-to SEO strategies, and the results speak for themselves. We once wrote a simple post for a client answering a common question about their service. Within five months, that little blog brought in around 700 extra visitors — nearly a quarter of their total traffic! It even snagged a spot in a Google Featured Snippet, opening the door for plenty of new leads.
Email marketing 📧
Think of email marketing as a little wave popping up in someone’s inbox. A good campaign doesn’t just get noticed, it makes people want to click through and see more. The trick is keeping it valuable, so every email feels helpful and worth opening — think tips, special offers, and all the good stuff.
Video content 🎥
Sometimes showing really is better than telling. Videos make tricky topics easy to follow and let you show off a bit of personality. It keeps people engaged, makes your message more memorable, and gives your audience a reason to stick around, whether you are sharing explainers, behind-the-scenes moments or a fun story worth watching.
Downloadable resources ⬇️
Who doesn’t love a freebie? Checklists, eBooks, and templates provide people with practical tools they can use, while also showing off your expertise. They are handy, shareable and a great way to build trust with your audiences.
Lead magnets 🧲
Think of this as the VIP version of a free download. Instead of just grabbing it and leaving, your audience swaps their email for something awesome, maybe a webinar, a helpful guide or a tool they can use every day. They get something valuable, and you grow your list with people who are already interested in what you do. It is also perfect for paid social campaigns. A true win-win.
Pillar content 🧱
These are your big, juicy deep dives on a specific topic. They take one content idea and unpack it from every angle across a few blog posts, giving your audience plenty to sink their teeth into. They are the kind of content that earns bookmarks, encourages shares and keeps your brand front and centre.
Media releases 📢
Ever seen a feel-good story about how a business gave back to the community or launched something exciting? That’s the power of a media release. It takes your news and turns it into a story that can land in big-name publications, building trust and sparking conversation. Done well, it’s your chance to shine in the places your audience is already watching.
So, is content marketing worth it? Absolutely 💯
Content marketing is one of the strategies that keeps paying off long after you’ve pressed publish. While Facebook and Google Ads stop the moment your budget runs dry, a great blog, video, or resource keeps attracting visitors, building trust and sparking leads for months, sometimes even years.
And, it’s not just about visibility. It’s about showing up with real value. When you answer questions, break down topics, or share something you know your readers will find genuinely helpful, you build that ever-so-important connection. Your audience sees that you’re here to help, not just sell, and that’s what sticks the most.
For us, the question isn’t whether content marketing is worth it. It’s how soon you can start. Content is smart, sustainable, and it gets results.
Want to dig deeper? We’ve written a blog that breaks down how to create content that performs, and we’re constantly updating our strategy as search and AI change.
👉 Content Marketing Tips: for Content that Ranks and Performs Well
The most profitable marketing channel 📈
Every digital marketing strategy starts with content. Without it, there’s nothing telling customers, “hey, we’re the team you should choose.” In short, content does the talking for you before a customer ever picks up the phone or fills out a form.
The best part? Content can work in more than one place. A single blog can become a newsletter, a social post, and a page that builds SEO value on your site. A guide can support a LinkedIn ad, while a short video on Instagram can live on your website for ongoing traffic. One piece of content, plenty of ways to use it.
Every piece of content can work harder than you think. That’s why content isn’t just valuable, it’s the most profitable channel you can invest in.
Content marketing and SEO are best buds 🧑🤝🧑
How do you think we help clients rank for their primary keywords? (Along with our technical, brand-building, and strategic work, of course.) The answer is simple: content. It’s the easiest way to signal to Google that you are an expert in your field. SEO is all about matching the right keywords with the right audience, and quality content makes that possible. Without it, Google simply won’t trust your business.
Better keyword coverage 📊
Content is the perfect way to sneak in the words and phrases your audience is typing into Google. Repeated questions are content opportunities. If it’s “What insurance do I need as a plumber?”, write a blog that lays it all out. Next time they go searching for a trades insurance provider, guess whose name is already popping up and feeling familiar? Yours.
Fresh content keeps your site active (and trustworthy!) 🌱
The more love you show your website, the more search engines reward you. Regular updates with blogs and resources are like whispering to Google, “we’re active, we’re relevant, and we’ve got the goods”
Links and shares build authority 🔗
Your content is like good gossip, and the kind you want everyone to spread. When your content gets passed around, it shows search engines that people are talking about you for the right reasons. And this chatter is an easy way to build credibility in your industry and helps you climb those search engine rankings.
Drives organic traffic🚦
Instead of waiting for someone to type your brand name directly into Google, content spreads out little signposts that point people your way. More signposts mean more clicks, and more clicks mean more leads, finding you naturally.
More chances to show up in AI Overviews and LLMs 🤖
When people throw questions at tools like ChatGPT, they don’t just get random answers. They get pulled from real content online — often content that Google recognises as trustworthy. Write something useful, and you might just show up when someone searches, “who’s the best Hampton home builders in Brisbane?”
Here’s an example of one of our clients featured in a ChatGPT search.
How long does it take to see results? ⏳
Content marketing isn’t about instant wins. If we wanted enquiries straight away, we’d run a paid lead generation campaign. Content works a little differently. It’s about building trust, showing up when people search, and staying relevant. That takes time.
There’s no exact timeline for when results kick in because it depends on things like your industry, competition, and how often you publish. Some blogs might start picking up traffic in a few weeks, while others slowly build momentum and become steady performers over months or even years.
So if you want content that keeps working long after it’s posted, can be shared across all your platforms, and makes Google your biggest fan, content marketing is the move.
Think of it like winning over a crush. The more effort you put in, the more Google notices you, until one day it can’t help but show you off to everyone. More traffic, more leads, and a whole lot of attention. It’s the kind of slow burn that’s worth it.
Ready to turn content into traffic and leads?
Let’s talk 👋
We’ll help you share content that’s easy to love and builds your authority.
