Skip to main content
Content Marketing: Darwill’s Guide to Customer-Centric Content
Apr 22, 2024

Content Marketing: Darwill’s Guide to Customer-Centric Content

Leveraging content marketing can elevate your brand. You can engage with your audience like never before. Putting the right content on your website and social media can build interest in your brand. But where do you start? And how do you ensure that your content resonates with your customers and prospects? In this blog, Darwill dives into the benefits of content marketing. We discuss the types of content you can create and how to tailor it to the buyer's journey.  

The Benefits of Content Marketing

Content marketing is a strategic approach to creating valuable, relevant, and consistent content. Your business needs content marketing to build trust. It helps develop relationships, improve conversions, and generate leads. Fresh content provides customers and prospects with information on your products and services. You can announce news about your business, answers to common questions, and more. The more quality content you produce, the better!  

Content Marketing Benefits:

  • Keep customers interested and coming back for more.
  • Generate better leads.
  • Build trust and brand awareness.
  • Original content can improve conversions.
  • Blogs help you gain more visibility with search engine optimization (SEO).
  • Quality content can position your business as an industry expert.

Understand Your Audience and Create Content

The first step in any successful content marketing strategy is understanding your audience. Who are they? What are their pain points, interests, and preferences? What challenges are they facing that your product or service can solve? Conducting thorough audience research is crucial. You need to craft content that speaks to your target demographic. 

Once you know your audience, it's time to determine the types of content that will resonate best with them. Remember that you can use your content across channels to maximize impact. For example, you can use a blog in your newsletter, post it on social media, and use the blog in email marketing. Here are some popular formats to consider:

Blog Posts 

Blogs are a versatile and effective way to showcase your industry expertise. They provide valuable information and improve your website's SEO. Using keywords and key phrases in your blog will increase your ranking on search engines.  

For example, a health and fitness brand targeting busy people may create blog posts. Their topics could discuss things like "The Importance of Meal Prep." If the user’s search query includes the keywords in your blog, the blog will show up to this user. 


Infographics are appealing and digestible. This makes them perfect for conveying complex information in a simple format. When creating an infographic, keep your audience in mind and stay on point. Here are five key elements to keep in mind when creating an impactful infographic:

  1. Stick to a clear message and purpose.
  2. Make it appealing and have a clean design.
  3. Ensure the data is accurate and engaging.
  4. Give the numbers a special emphasis.
  5. Keep sentences short and easy to understand.

If you're an insurance company targeting current customers, you could create an infographic. This can illustrate the benefits of upgrading their insurance policy. Talk about how an upgrade can better protect their life, home, or car compared to their current plan. An infographic can take hard-to-understand concepts and make them easier to understand.

Video Content 

Video content continues to dominate online platforms. People spend about 18 hours watching videos online each week. Consider creating tutorial videos, product demonstrations, or behind-the-scenes looks at your company culture. For instance, a dealership may produce a 360 view of a new vehicle. This showcases new features and a first-hand look at the interior and exterior. They could also consider behind-the-scenes footage of the service department. This can highlight the vehicle maintenance they perform for returning customers.

Customer Reviews and Testimonials

Customer reviews and testimonials provide social proof. They show the real-world impact of your product or service. People lean on reviews and testimonials when making a buying decision. If you’re a hearing care or dental practice, you could ask your patients to leave reviews of your services. Positive reviews build trust, show credibility, and showcase quality of care. Around 72% of patients read online reviews as the first step to finding a new doctor or dentist.

Interactive Content

Interactive content could include quizzes, polls, assessments, or calculators. These engage customers and prospects and encourage them to actively participate with your brand. It’s a powerful tool because it captivates attention and fosters meaningful interaction. Unlike traditional static content, interactive content invites active participation. This creates a dynamic experience that resonates with audiences. For example, a financial advisory firm might develop a retirement savings calculator. This can help users estimate their future financial needs.


Podcasts offer businesses a unique and compelling avenue to enrich their content marketing. Podcasts are rising in popularity and convenience. They provide a platform to deliver valuable, long-form content to engage on a deeper level. With a podcast, brands can showcase their expertise, share insights, and tell stories. Podcasts can also establish authority and credibility within a particular industry or niche. This helps to position businesses as thought leaders. Furthermore, podcasts are very accessible. Listeners can tune in while commuting, exercising, or performing other tasks. This makes reaching and engaging with a diverse audience easier. 

A travel agency may start a podcast to explore diverse travel topics. They can captivate listeners with expert advice. Episodes can cover popular vacation destinations or offer insider tips on must-see attractions. They can discuss how to navigate an airport or how to pack to ensure a hassle-free journey. This effort will strengthen the brand and establish the agency as a trusted resource. 

Tailoring Content to the Buyer's Journey

When creating content, consider where your audience is in the buyer's journey. Are they in the awareness, consideration, or decision stage? Tailor your content to each stage to provide the right information at the right time.

Awareness Stage

At this stage, your audience is experiencing a problem or need. But, they may not be aware of potential solutions. Focus on creating educational content that addresses their pain points. Provide valuable information without promoting your product or service. For example, a home service company might create blog posts on "Why is My Heater Blowing Cold Air."

Consideration Stage

In the consideration stage, your audience is researching solutions to their problem. Provide content highlighting the benefits of your product or service. Show them why you are their best option. For instance, a hearing care provider might create comparison guides. Product feature videos for the different hearing aids they offer could also help.

Decision Stage

At the decision stage, your audience is ready to buy something or schedule a service. Offer content that addresses any concerns or objections. Be sure to provide a clear call to action. This could include free trials, product demos, or customer testimonials.

Engage, Build Awareness, and Drive Conversions with Content Marketing

Content marketing is a powerful tool. It can help you engage your audience, build brand awareness, and drive conversions. Attract and keep loyal customers by creating content that resonates with them. So, get creative and start crafting content that captivates and converts! Need marketing help? Reach out to Darwill!