What Does Content Marketing Really Do for Your Business?
Let’s cut the fluff for a second.
You keep hearing that you “need to be creating content” to grow your business, right? But what does content marketing actually do for you?
Here’s the best way to understand it:
Content marketing—whether it’s on social media, your website, emails, or even printed material—is how people get to know, like, and trust you.
Sound familiar?
Yeah, that’s exactly what happens when you meet people and network in real life. You talk, connect, build a relationship—and eventually, if there's alignment, you work together or refer each other.
Content just lets you do that at scale, online.
Think of it like this:
Content = Relationship Building
Ads = Awareness + Asking for the Sale
Online ads are great for getting people to notice you, maybe take a quick action—but content marketing is how you build trust over time. And trust is what makes people buy, refer, or keep coming back.
Now that we’ve got that straight—
Let’s break down what content marketing actually does for your business.
It Keeps You Top of Mind
In the simplest terms: content keeps reminding people what you do.
Your friends, acquaintances, even folks a few degrees outside your immediate circle—when they see your content consistently, they keep you in mind. And that right there is the power of inbound marketing.
So, What’s Inbound Marketing Anyway?
Here’s a quick definition from AWS (because they nailed it):
“Inbound marketing is a tactic to capture new customers and nurture qualified leads. Inbound marketing efforts involve putting the information out there for your target audience to find on their own.”
Translation?
You create content—videos, photos, blogs, podcasts, whatever—and people discover you naturally. Over time, that builds trust, grows awareness, and brings in leads without having to cold-call every person in your zip code.
And if you get really good at it?
Your organic content can outperform paid ads.
Seriously. One solid, valuable post can reach farther, last longer, and influence people in a deeper way than any short-lived sponsored post ever could.
Why You Keep Getting Referrals
Let’s say someone sends a client your way. It might feel like luck—but it’s not.
They thought of you immediately because they’ve seen your content. Even if they haven’t liked or commented once, your name stuck with them.
Think about it—
We’re not writing letters or sending out postcards anymore. Social media is where we communicate now.
That’s where we learn what our friends are up to, what our peers are building, and who we’d recommend when someone asks, “Hey, do you know anyone who does [insert service here]?”
And content marketing doesn’t have to live on social media. It can be your blog, YouTube channel, newsletter—whatever fits your style and audience. But the formula stays the same: create value, share what you do, stay visible.
Who’s Top of Mind in Your Network?
Now flip it:
How many people in your network can you confidently name and say, “Oh yeah, they do XYZ”?
Outside of close friends and family… probably not many.
Unless they show up online.
Those are the people you remember—and the people getting the leads.
That’s content marketing in action.
So when someone says they need video marketing?
“Dan Kathman!”
(Or technically, Kathman Creative—but you get the point.)
The Bottom Line
Content marketing keeps you relevant.
It keeps you in people’s minds, builds trust before they ever reach out, and lets your reputation grow long before a contract is signed.
It’s not about posting for the sake of it. It’s about staying connected to your network, showing up with value, and giving people a reason to remember you when the time comes.
If this made something click for you—awesome. That’s the whole goal.
Keep creating.
Keep showing up.
And let content do its thing.