Our days are filled with tasks we may not feel like doing, but we make them habits and integrate these various labors into our routine. Twice a day (at least) we brush our teeth. Daily we floss, shower, and comb our hair (well most of us do). Weekly we take the trash out, visit the grocery store, and probably get gas. Once a month we pay our mortgage or rent and get our hair cut.
You get the idea.
It’s time away from other things that are more fun. But it’s a part of life, and in the long run we acknowledge it’s better to move through life with some duties and to-do’s being regularly done.
Many times, when I am meeting with business owners or executive directors of nonprofits, I talk with them about how they have systems for hiring people and onboarding them. Most leaders have systems for paying invoices, running payroll, and maintaining their buildings. They oversee production schedules, quality control, and municipal filings.
Marketing work? Let’s just leave that to chance. We’ll see if we need to turn the faucet on and get some leads flowing. If we feel like marketing or advertising, then we’ll jumpstart our outreach and watch the results roll in. Maybe that’s an extreme example and there are some structures in place at your company or nonprofit. Even in those cases – content too often becomes an afterthought and not an integral part of the vibrant and proactive marketing strategy.
Let’s examine why content should become your primary tool when it comes to marketing your organization.
Content Builds Brand Trust
At 5Points Creative we talk often with our clients and prospects about the need to build brand trust. When people see or hear your name, how do they feel? What do businesses think of when they consider reaching out to you for help or to purchase your latest offering? Before people decide to engage you, they must have heard of you.
That’s name recognition. After name recognition comes the question as to whether you are someone that person (or company) may want to do business with. If they are inclined to move forward that means there is a measure of trust. The more eager they pursue an arrangement with you, the deeper the level of brand trust.
How do people decide whether to trust you or not?
They must know you. Content creation helps others to get to know you. Maybe it is not you personally, but your company, your approach, or your way. Do you know what I mean by that? It means prospects are watching, and they want to see how you interact with your fellow workers, your clients, the community you serve, and the world in general. In other words – it’s a reflection of your company’s and your personal brand.
Maintaining integrity and consistency in your content you are providing to the world at large supports your efforts and validates your company. Content put into the universe creates value for others and in turn builds your awareness and reputation. That is how brand trust is established and then verified.
Content Communicates More than Phrases and Words
For many, there is a start to this whole content creation game. They may write a blog or a post or may begin a content calendar approach. It isn’t complicated work. Just because it is simple doesn’t mean it is easy. Sticking with the plan you’ve begun is what separates you from others in the context of creating content. It isn’t about one or two blogs or an e-book, or even a series of social media posts. Longevity and staying power is what separates you and your brand from others who begin down this road and get distracted or bored.
Content isn’t just sentences or a punchy headline. Yes, those things help but making a difference in the world of search engine optimization, visibility, and branding requires a “stick-with-it" mentality.
In 2009, during my last few months in the television business, I had two blogs I posted as the year started. That fall my position was eliminated at the local NBC affiliate, but I still had those first few online columns. So, when I started my company 17 years ago this month, I had a running start. While I didn’t know much about running my own company, I did understand that putting helpful information into the world would benefit my start-up as well as my personal brand.
This summer we will post my 200th B2Seed. 200. Let that sink in.
I have some tips and secrets and I’m happy to share them with you if you message me here. It’s about empathy and putting yourself in other’s shoes. Then write what you want in a helpful and serving tone. Get people thinking – support them. That’s how you bring value over 17 years. It’s also how you build stability, prove you can sustain something, and eventually you become a subject matter expert – one way or another.
Content Can Be Repurposed
So much of what we do at 5Points Creative is copyable or able to be done by others. I’m going to give you the key to how this works, and I’m okay with that. It’s not like it’s a secret recipe. You can have the path – no problem. The question is can you implement, work it, stick with it, and build it out over the years (not the weeks or months you may begin with).
Here is what you need to do to master this whole content creation game.
Make a piece of content you can use four or five ways. It’s simple really – but again, it isn’t easy. Write a piece like this one that shares some nugget or piece of wisdom – then:
1. Edit it for a few social media posts.
2. Share it in an email to your prospective clients or donors.
3. Post it on your website to gain traction and build traffic.
4. Use it in your client communications to build value for them.
5. Turn that blog into a longer form e-book or speaking engagement topic.
6. Maybe keep at it and see if you have enough for a book.
Whatever you do with that one piece of “content” you’ve created, find multiple uses for that primary work.
It’s what I’ve been doing with my 2025 Book – Turning Tables: Everything I Needed to Know about Business I Learned as a Server. It’s working and helping. Trust me, I was not comfortable with those first few reels I recorded. While I’m not sure I’m any better at it than I was when I started last summer, I can say, I’ve gotten much more comfortable. It’s like anything else you might try. You start. You improve. You build comfort. Stick with it long enough and you may master it.
Most people don’t have that staying power – that’s why we have a company that helps nonprofits, businesses, medical practices, and proprietors. It’s simple, but it isn’t easy.
Content Fuels New Business and Donations (SEO helps remind people you exist)
There are certainly situations where an organization can force new transactions or donations – a pledge drive for example or a sale, or maybe a special offer of some sort. Those are all examples of ways a business can fuel growth.
Meanwhile, there are some things you can do to foster stronger top of mind awareness or brand trust. One of those moves is the creation of helpful information. Putting new content or a press release out each month (or each week, or even each quarter) builds consistent messaging and reminds people you exist.
So many times, I’ve put a B2Seed out about a topic that was on my mind at the time only to have a prospect or former client reach out to me in a reply to that email with a totally different question or new business opportunity. It has happened dozens of times over the 17 years I’ve been writing them so I can vouch for the power of putting helpful information into people’s inboxes. Similar things happen with curated social media content, videos, and new website copy.
I read the emails of others I respect like, Tara Lilly & Company and Madison Avenue Marketing. I see the incredible job fellow agency pros do on social media – particularly LinkedIn – and marvel at how Hart Associates and Marshall Advertising find new ways to share their seasoned messages. It’s impressive and it supports their expertise.
You can support your own expertise with your donors, clients, and prospects by implementing a similar strategy.
Content Meets Prospects Where They Are
Finally, it’s time to recognize the secret weapon that is content creation. You write what is popular these days, what is on your mind and your heart, and what you think might help other people and businesses.
Then what happens is that it reaches people in different ways. One message can have a variety of impact points for your readers.
Sure, people can find this content on your website, but if you have an outbound lead and client nurturing communications plan implemented, you are sure to get to them and arrive in ways to build value for others. They can still get to your website, but you’re now making it easy to get helpful tips and pointers.
One message sent, multiple messages received. That’s what it means to meet people where they are. The example I use is how Disney produces animated movies. If you know me at all you know I love The Lion King. Take a group to that movie – or watch it on a streaming channel in the comfort of your own home - with a mix of ages. Movies like that go out in one way, but are received differently by different ages.
• A four-year-old is blown away by the colors and the movement (and probably is covering their eyes during the stampede or Scar/Simba fight).
• An 11-year-old appreciates the songs, the characters, the story (and may also cover their eyes during those “scary” scenes still).
• An adult watches the same movies and hears the clever lyrics, the double meanings, and the voices of famous actors like Jeremy Irons or Whoopi Goldberg.
One piece of content with a variety of entry points for those watching. Or as people like to say these days, it “hits different”. That’s the power of content, and it is multiplied and amplified through consistency.
Maybe you love this concept – after all you’ve made it through nearly 2,000 words – but you don’t know how to implement it. You can do it. You can make it happen if you put your mind to it – like so many new habits you have formed in your life. The other option is to connect with a company like 5Points Creative and let us help you. It’s your call – either way – I’d encourage you to get started. Before you know it, you’ll have 200 pieces of content you can use to build your brand trust and top of mind awareness.