How to Use Content Marketing to Grow Your Business or Nonprofit

In the age of smartphones, AI, and social media, content marketing has become one of the most popular—and effective—marketing tactics available to entrepreneurs, small businesses, and nonprofits.

It’s a powerful tool to help you:

• Increase brand and product awareness

• Drive engagement

• Boost lead conversion rates

• Generate sales or donations

But before we dive into how to use content marketing to grow your organization, let’s first define it.

What is Content Marketing?

Content marketing is a strategy that involves creating and sharing content that is:

• Valuable – offers insight, inspiration, or solutions

• Relevant – speaks to your audience’s needs or interests

• Audience-focused – tailored to the specific values, identities, or problems your target audience cares about

In short, content marketing is not about selling first—it's about serving first. The goal is to attract and build real relationships with your audience, turning them into loyal customers, donors, or supporters over time.

This strategy is especially helpful for businesses and nonprofits that want their audience to know, like, and trust them — the foundation of any successful brand.

However, content marketing is more than just posting on Instagram or Facebook. 

To see meaningful results, you'll need to follow a clear system. We call that clear system our "Foolproof Content Process", and it has four key steps:

1. Ideate

Conduct research to uncover what your audience actually wants to know or see. This includes:

• Audience research

• SEO and keyword research

• Competitor and industry trend analysis

Tip: Don’t just post what you want to say—answer the questions they are asking.

2. Create

Turn your ideas into content formats that match your audience’s preferences.

This could include:

• Short videos or reels

• Eye-catching photos

• Blog posts or articles

• Podcasts or interviews

• Infographics, checklists, or downloadable PDFs

Tip: Focus on delivering content that educates, inspires, or entertains—ideally, a mix of all three.

3. Publish/Distribute

Get your content off your phone or hard drive and into the world. Post it where your audience already is, such as:

• Social media platforms (Instagram, Facebook, LinkedIn, etc.)

• Your organization’s website or blog

• YouTube, email newsletters, or podcast apps

Tip: Create a consistent content schedule to keep your audience engaged and your brand top of mind.

4. Promote

Publishing isn’t enough—you also have to promote your content strategically.

This includes:

• Repurposing content across platforms (e.g., turning a blog post into a carousel post or email)

• Running paid ads using your best-performing content

• Sharing content via email, text, or even printed flyers with a QR code

Tip: Every piece of content should include a call to action (CTA)—ask your audience to book a call, register, donate, or shop.

What If Content Marketing Isn’t Working for Me?

If you’ve been creating content but haven’t seen results, you’re not alone. Many businesses and nonprofits face challenges such as:

• Targeting the wrong audience

• Producing low-quality or unclear content

• Sharing irrelevant topics

• Posting inconsistently

• Forgetting to include a clear call to action

Tip: Check your analytics (e.g., Instagram Insights, website traffic, email open rates) and run a quick audience survey to uncover what’s missing.

Where Can I Get Help with Content Marketing?

You’re in the right place! If you're a small business owner or nonprofit leader looking to:

• Reach new supporters

• Increase engagement

• Turn content into conversions

...we’re here to help. Book a free discovery call with us to learn how we can tailor a content marketing strategy that fits your goals, mission, and audience.