I have been doing this for two years creating content for brands and campaigns and I have realized that many brands can’t create content that can make them revenue or even prompt their clients to engage back with them.

Content creation and marketing is not an easy thing as most people think, mainly if you are creating content for online consumption. Online marketing is driven by content and this content has to engage, interact and make money for your brand.

This kind of marketing  is in a format that involves the creation and sharing of media and publishing content in order to acquire customers.

If you have no real strategy about what kind of content you want online, you bound to fail and fail you will.

When planning your content marketing strategy you have to put these in to consideration;

  •  Content that you create for awareness this is focused on making your potential customer aware of your existence and the problem that your product or service solves.
  • Write content that highlighting why your product or service is better than the competition.
  • After evaluation, its time for a hard sell to push your prospects to the decision stage.

Most time brands tend to forget content marketing is about giving. The online market is hunger for information and knowledge about your products and services.


Providing valuable content to your target market will help you achieve top of the mind preference when it comes to decision-making time. Trust and friendship is the only way you can nurture and stay in the mind of your target market.

So how does a content marketer build a trusting relationship with a potential customer? The ultimate goal of content marketing is to establish thought-leadership – however, attaining the status of thought-leader is easier said then done.

So what type of content should content marketers focus on? Here are some suggestions:

  • Blog posts
  • White papers
  • Case-studies
  • Testimonials
  • Newsletters
  • Social media

Then here comes the distribution format, how are you going to send out all these content? According to your strategy you must already know by now who your audience is, where they spend their time online, and what their needs and wants. This will help you get a better understanding of the type of content that will interest them.

It is important to note that creating the best content in the world will be useless without a successful distribution channel for that content.

Once you have done your research, it’s time to come up with ideas. Since two brains are better than one, it’s best to tap the potential of your team and throw out ideas on how to go about creating and distributing content.

Patricia Kahill

Patricia Kahill is a multipotentialite Christian entrepreneur, Content Marketing Coach and founder of the Content Marketing agency, Kahill Insights that helps business owners create engaging and interactive content items for digital platforms with a focus on returning a desired outcome. Patricia was the producer of SlamDunk Basketball Talk a show on House of Talent online TV, a former fellow at Harvest Institute for leadership and now an assessor there, and an alumnus of the YELP class of 2017. A member of the BNI Integrity chapter and African Women Entrepreneur Cooperative. She is driven by passion and curiosity, been taking every opportunity that has been given to her with an ambition of stamping her footprint on the world.

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