How content marketing shapes your reputation

Your reputation isn't built by what you say about yourself—it's built by the value you consistently deliver and, ultimately by what other people say about you.  To influence your audience positively content marketing is an essential factor.

Every piece of content you publish is a reflection of your expertise, values, and commitment to your audience. Whether it's a blog article, an email campaign, or a social media post, each touchpoint contributes to the narrative people create about you and your business.

Blog articles: The foundation stone

When I write blog articles, I'm not just filling space on a website.  I'm demonstrating my knowledge, sharing insights and solving problems for my readers.  Over time, these articles become a library of expertise that positions me as a trusted authority in my field.  Potential clients often tell me they've read multiple articles before ever reaching out—they already trust me because I've proven my competence through consistent, valuable content.

Website Content: Your digital handshake

Your website content is often the first impression someone has of your business.  I've seen how clear, professional, and helpful website copy immediately elevates perceived credibility.  Helping your audience to get the information they want quickly and easily is a key point.  On the other hand irrelevant or outdated copy says ‘I don’t understand my customer’ and ‘I can’t be bothered’.  The way you present yourself on your own platform sets expectations for everything else.

Email Campaigns: Build relationships

Email campaigns nurture relationships in a more personal space—someone's inbox. When I send valuable insights rather than endless sales pitches, I strengthen my reputation as someone who genuinely cares about helping, not just selling. The consistency and quality of these campaigns directly influence whether people see me as a trusted adviser or just another marketer.

Social Media: Show up authentically

Social media has transformed how reputations are built.  They’re a great place to share quick insights, engage in conversations, and showcase your personality.  It's where people see the human behind the business.  Choose the right platforms for your audience and post regular, authentic content to stay visible and relevant, whilst also demonstrating that you’re active, current, and engaged with your industry.

Newsletters: Your direct line

My newsletter subscribers are my most engaged audience. They've explicitly asked to hear from me, so I take that responsibility seriously.  Delivering consistent value through newsletters reinforces trust and keeps my reputation top-of-mind.  It's a privilege to land in someone's inbox, and I treat it as such.

Lead Magnets: Prove your worth

Lead magnets, like guides, templates, or resources, showcase your expertise. When someone downloads your content, they're identifying they’re interested.  If that lead magnet delivers genuine value, it transforms their perception immediately.  It's the moment where a stranger can turn into someone who believes you can help them.

The Long Game

Content marketing isn't about quick wins.  It's about consistently showing up, delivering value, and building trust over time.  Every piece of content either strengthens or weakens your reputation.  The choice is yours to make with every publish button you press. 

Your reputation is your most valuable asset.  Protect it, nurture it, and build it through content that genuinely serves your audience.

How does a blog help your reputation?

 

Most small business owners have heard that ‘blogging is good’, but are a bit woolly about the benefits!  These are just a handful of reasons why you should write and publish your expertise regularly.

Your blog showcases your knowledge

Sharing your expertise provides validation for potential clients that you know your stuff.  If they’re looking for your kind of help and they have a couple of names that are unknown entities, reading your blog articles can give you an edge over potential competitors.

Your blog helps readers to understand your take on your specialism

Everyone is different – and not every customer or supplier is a good fit.  Most people who have been in business a few years have experienced trying to work with the customer from hell; and yet another provider has got on well with them.  Reading your blog will give potential customers an insight into how you work, so they can decide if they resonate with that.

Get more bang for your buck!

If you write a blog regularly it provides content for repurposing.  You can use it to lead your newsletter with value, to take quotes from for social media posts, as a section in a lead magnet, to turn into a video or audio and publish elsewhere.  This will expand your reach.

A blog post adds fresh content to your website

We all know that search engines like fresh content; it brings them back to your website more frequently and has the potential to improve your ranking, even if you don’t practise rigorous SEO.  Remember to add tags and categories to help with that too.

It sets you up as an authority – and ahead of your competition

When you publish your opinions and spin on your areas of expertise it positions you as an authority in your industry.  As many people simply can’t be bothered/don’t know how/don’t have time to write content, that puts you in the much more visible top echelon.  A good blog can also attract offers to speak at conferences, join expert panels at events and much more.

And the best things about it is that, if writing isn’t your thing, you can get help.  A good copywriter will learn to capture your voice and pick your brains so they can write content that sounds like you and reflects your opinions, beliefs and values.

Are you author ready?

If you are considering writing a book, to help you to give your business an edge, you need to be well-prepared to ensure your book hits the spot.

What does that mean?

There are a number of key activities that ensure a non-fiction book is successful.

1: Know your marketplace

Who else writes in your genre?  What have you got to say that is different or deeper?  That’s usually your unique take on the subject.  Who publishes that kind of book?  And, most important of all, research how well your kind of book sells (tip: Check Amazon).

2: Get your focus

It’s important to know what your big takeaway is going to be.  When someone has read your book what will their ‘Aha’ be?  Keep that in mind and ensure everything in your book contributes to that.

3: Choose your publishing option

There are so many different publishing options that there will definitely be something for you, but you need to understand the pros and cons of each of these – traditional, hybrid, independent, self-publishing, on Amazon.  And they’re all different and offer different things.  Don’t choose until you understand what you’re getting into – but you do need to have made the decision fairly early in your book development process.

4: Plan the content

Non-fiction books are easier to plan than fiction.  There is a much more defined structure – and that makes them easier to plan.  You need to decide what each chapter is going to be about and what is the most logical order for these subjects.  Then gather the content for each chapter.  If you do this first, you’ll have a skeleton plan to flesh out and writing will be much easier.

5: Create your chapter recipe

Successful books have a structure that each chapter is built around, so creating this will also make the writing process easier.  Think of it like a recipe book, every recipe has the same structure – it helps people to get from the name of the dish (chapter title), through a familiar and easy to follow process (subheadings and types of information).  Best of all, once they’ve done one recipe, they know what to expect with the next one and don’t have to ‘learn’ a new process.

6: Schedule writing sessions

Your diary is your friend!  Make regular appointments with yourself to focus on developing your plan into narrative.  If it’s in your diary, it’s more likely to get done.  Choose times when you are at your creative best, not when you’re tired.

7: Editing & proofreading

Traditional publishers will edit and proofread your book, some hybrid and independent publishers also offer these services, but most don’t.  Never skip editing – your book will be better with a professional editor on your team.  Proofreading is the last thing you need to do before your book goes to print.

8: Publication

The time from when your manuscript is submitted to having your book available for sale varies hugely from publisher to publisher.  Traditional publishers may have a lead time of up to two years, while small independent publishers are much quicker and flexible and may be able to get your book out in less than 3 months.  If you self-publish you’ll need to do everything yourself, so it’s down to you!

9: Launch

Nobody knows your book has been published unless you tell them.  The six weeks prior to publication are your opportunity to build excitement and anticipation among your audience.  A launch day bonus bundle can do a lot to boost sales on your first day.

10: Marketing

Marketing doesn’t stop at the launch.  You’ll need a marketing plan that incorporates a variety of media to keep your book in people’s awareness.

*****

There’s a lot more to producing a book than just writing; the more you understand the more successful your book will be.