How to get more customers using content marketing.

This is our favourite topic to chat about. I have to start this off by saying that the best marketing in the world can’t outperform a bad business model. I’ll add that this is just one of the many tools businesses owners have to connect with customers.

Good marketing happens with a business is congruent. When the promise and the outcome match everyone wins.

So how do we get more customers? TLDR, Take the problem you love to solve, build your message, and show it over and over and over.

Let me explain.

Saskatoon businesses thinking about content marketing tend to make this mistake. They start by asking if they should make more reels, post more often, start a podcast, follow trends, or spend more time on linkedin. They should start asking themselves “what result do I want?” “What problem do I love solving?” “what do I want people to feel about my organization?”.

Content marketing works best when it supports a clear business objective. More customers is the obvious one, but the same principle applies to recruiting, reputation, referrals, retation, and public trust (we call this street cred).

The most useful content shows people what it is like to work with you. Show the team, the work, the process, the environment, the finished result, and the values behind how you operate. This is one of the reasons storytelling works so well in marketing. People naturally imagine themselves inside a situation. Someone walking through a house starts picturing where the furniture would go, what their morning routine looks like, and how lovely it will be to host the next family Christmas. Someone looking at a restaurant imagines sitting down and eating the food. A potential customer looking at your business does the same thing. Good content gives them enough information to picture the experience and decide whether it fits them.

Content should also support different parts of the customer journey: Trigger → Awareness → Intent → Trust → Conversion → Experience → Retention → Advocacy. Social media can contribute across that journey, but it is often strongest at awareness, trust, and advocacy. That is why content marketing should not be confused with simply posting on social media. Content is the asset. Content marketing is the strategy. Social media, search, email, advertising, websites, print, and events are distribution channels. The better question is not “What should we post?” It is “What does the customer need to understand at this stage, and what content will help them move forward?”

Businesses also waste a lot of energy trying to be completely like/different from their competitors. I think that is usually unnecessary. Study successful competitors to understand what the market already values. Read their reviews. Look at what customers praise. Pay attention to the problems they solve well. Then come back to your own business. You do not need to manufacture differentiation. You need to make your own strengths, values, and way of working easier to see. The businesses that get the most from content marketing are usually already doing something right. Good marketing magnifies a good business model. It cannot rescue a product people do not want, bad pricing, or a poor customer experience.

The content that gets customers is rarely the content with the most views. It is the content that makes the business clearer, builds trust, demonstrates proof, and helps the right people imagine the benefit of choosing you. For Saskatoon content marketing, or content marketing anywhere else, that is the standard I would use: start with the customer’s problem, repeat a clear message, show what is already true about your organization, and create content that helps the customer see themselves on the other side of the decision.