Connect with content: Why content marketing and relationship-building go hand-in-hand

Connecting meaningfully and authentically.

If you want to grow your brand, it’s no longer about updating your Facebook page or Instagram account regularly, but it’s now about engaging and making your customers feel that they are highly valued.

Meaningfully in a sense of listening to your customers, and not just hardly offering your products or services; authentically in a sense that you’re providing solutions to their problems, and not just imposing what you feel they need at the moment.

So in today’s digital age, how do you do that?

This is where content marketing comes in.

What is content marketing? Can it really help you reach your target market and connect with them meaningfully and authentically? In this article, we discuss how content marketing helps you grow your brand—and increases your sales.

Defining content marketing

According to the Content Marketing Institute, content marketing is defined as:

“a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience—and, ultimately, to drive profitable customer action.”

In other words, content marketing means using relevant, high-quality content to cultivate a strong relationship with your target audience.

When we say “content,” we’re talking about articles, infographics, photos, videos, and other media that provide information and entertainment to audiences. “Content” can range from a blog post on your website to a funny meme on your Facebook page.

Content marketing increases customer loyalty. When you post content that your market finds useful and entertaining, they begin to see your business as relatable.

From there, it’s easier to build a relationship with them. In effect, they become more likely to buy from you or avail of your services.

Case study: Angkas

Angkas, a motorcycle ridesharing service, is known for its witty social media posts that ride on current trends and poke fun at itself and its userbase.


What makes Angkas’ content marketing effective is that it perfectly captures the language of its market. Angkas is aware that its services are a temporary solution to the country’s growing traffic problem; its market primarily includes frustrated, young commuters who just want to get home after a long day.

That’s why Angkas’ brand voice echoes the Filipino trait of making fun of a difficult situation. Commuters see a kindred spirit in Angkas. They see the company as that funny friend whose tweets always go viral.


The proof? Angkas’ tweets often reach upwards of 10,000 likes, 5,000 retweets, and 1,000 replies.

Why content marketing will work for you, too

Content marketing costs 62% less than traditional advertising techniques and generates 3 times more leads. On top of that, businesses that use content marketing report 6 times more conversion than businesses that don’t.

Here’s why:

1. Content marketing demonstrates your knowledge and expertise

Content marketing can show that you know what you’re talking about and can position you as a thought leader in the industry.

Informative articles and infographics let audience see you as a trusted authority in the industry you’re in. Additionally, readers love content that gives them new information. By giving them valuable content, you’re teaching your market to see your business as valuable, as well.

2. Content marketing explains your products and services without being too pushy

Your customers will never like hard selling. If you want to turn your visitors or readers into customers, you have to give them and let them see the value of what you’re offering—how does your products or services address their problems? How can it improve their lives?

You can create an engaging and creative content that is far from the usual daily posting in your social media accounts. You can use videos, photos, or a series of articles in showing customers how effective your products and services are.

Sinaya Cup, for instance, has a blog post about how to use their product. Menstrual cups aren’t yet popular in the Philippines, and since they’re unfamiliar, many women might find themselves intimidated or discouraged to try them.

By providing clear instructions, Sinaya Cup clears up many misconceptions and worries that their market might have—and therefore increases the chance that their readers buy their products.

3. Content marketing helps you connect emotionally

A picture is worth a thousand words, and a video is worth a million. Filipino audiences love heartwarming and inspirational stories.

Just look at the many tear-jerking commercials produced by fast food competitors Jollibee and McDonald’s. These videos don’t give viewers the hard sell. Instead, they create an emotional connection that deepens an already existing relationship with their market.

How to get started with content marketing

It might be tempting to operate your business’ website and social media accounts yourself, but before you do, consider the posts you’ll be making. Are they consistent with your brand’s voice? Do they use the language of your target market? Are they informative or entertaining?

Creating effective content isn’t as easy as it seems—but it’s a worthy investment. Here’s how you can get started with content marketing.

1. Review your brand

As the business owner, you, more than anyone, know your business inside out. You know its history, its mission and vision, and its goals for the future.

However, you need to try and look at your business from an outsider’s perspective.

What makes you stand out from your competition? Are you focusing too much on the hard sell? Do your blog and social media posts effectively communicate your mission and vision?

Make a list of your pain points and what you want to achieve by using content marketing.

2. Find a content marketer

The best content comes from experts. Why else would corporations outsource to advertising agencies? If you want content that’s well-researched and well-made, don’t DIY it. Instead, connect with an expert who has the right training and experience to produce the content and results you want to see.

Digital Bean provides content marketing for Small and Medium Enterprises (SMEs) who want to build relationships with their audience. Whether you find it a challenge to convey your message online or you don’t know where exactly to start, Digital Bean can create content that connects and converts.

Content marketing is an effective tool for connecting with your audience and encouraging them to become loyal to your brand. Investing in effective content shows that you’re relatable and reliable. Your market will trust you and will want to keep doing business with you.

Ready to increase your sales? The first step is yours to take. [CTA: Check out Digital Bean’s services here. / Contact us at [email].].


What is content marketing? Can it really help you reach your target market and connect with them meaningfully and authentically? In this article, we discuss how content marketing helps you grow your brand—and increases your sales.
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