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Why Content is the Queen of Hearts


By Jane Copeland

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When I started this blog four years ago, I was sharing a lot of content. In fact I was posting twice a day. It was worth it though, because that’s how I started and grew my business – by creating and sharing content. 

Over the years I have focused less on blogging. Instead I’ve focused on Facebook advertising and email marketing. However, Facebook is getting busier and more competitive everyday as businesses realise how effective it is.

Because of this now more than ever it’s important to “stand out” and position yourself as the go-to-person in your industry. Sharing useful content is one way you can do this.

There’s no better way to establish yourself as a person of authority in the market you serve, than though content marketing. You may be familiar with the saying that “Content is King,” but I’d argue that it’s actually closer to the Queen of Hearts, since it’s much more relationship-focused these days. Heartshare is the new marketshare after all.

Don’t let any of this intimidate you. Find out how you can put together a good content marketing strategy for your business in today’s article… .

why content is queen of hearts edited blog graphic


What is content marketing?

Even if you are not  familiar with the term, you’re probably consuming different forms of content daily.

The term content marketing refers to using digital content to educate and entertain an audience in order to increase awareness about the author, the brand and company and to build a sense of authority for that brand within an industry.

Here’s a list of  various mediums that fall under the umbrella of content marketing:

  • Blog posts
  • Emails
  • Newsletters
  • Videos (YouTube, Vimeo, etc.)
  • Social media posts
  • Infographics
  • Podcasts
  • Content upgrades and opt-in forms

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The goal of content marketing is to build brand awareness and to ultimately drive traffic and leads.

Here’s an example of what a simple content marketing strategy looks like:

  1. Create content that entertains, educates or inspires.
  2. Share that content on a blog post.
  3. Use Facebook advertising to drive traffic to that blog post.


What type of content should you share?

What content you share will depend on you, your brand, your audience and your goals.  However here are 5 tips to help you create content worth sharing and reading:

  1. Be useful. Share content that lets consumers learn something or gives the useful advice, tips or information of how to get the most out of a product.
  1. Write content that inspires them to join you in your vision.
  1. Be authentic and transparent. What I’ve found works well is to be honest with your mistakes and challenges, and share what you learn from them.
  2. Tell real, compelling stories.  Tell stories and case studies that are relatable and resonate with your audience.
  3. Give your best stuff away: Try to give away as many useful things as you can. Create templates, guides, checklists, etc. anything that the reader can take away from the post.

You may not be able to do all three at once, but you should try to weave some combination of the three with each type of content. This is how you’ll draw your audience closer so you can form a connection with each person who visits your website.

Spend time creating a message that is benefit-focused and really solves a problem for your reader. Before you produce any piece of content, you should sit down to determine what problem you plan on solving. Ask yourself: “What is my audience struggling with?”, “How can I make this easier for them?” and “What do I want them to feel?”


Use content upgrades and opt-in offers

As noted before, the ultimate goal is to capture leads. If you’re using blogging as part of your content marketing, one way to do this is  by content upgrades and opt-in offers.

Both of these tools involve providing a valuable (and exclusive) piece of content in exchange for your reader’s email address but they go about it in different ways.

Content upgrades are generally at the end of a blog post and relate specifically to the content of that blog post. You can think of this as an extension of the article, a take-home resource that pairs well with it.

You’ll usually  see opt-in offers (lead magnets), on a homepage, sidebar or landing page. They’re generally above the fold so readers don’t have to perform too many actions to find them.

By the way, find out more about how to put together a content marketing funnel to grow your business in my program, 6 Figure Funnels

I suggest using a combination of both content upgrades and opt-in offers to capture as many email addresses as you can. Both of these offer an incredibly fast way to build an audience IF what you are giving away is considered highly valuable and a “must-have”.

Quality vs quantity

Before we wrap things up, I want to mention one last point that refers back to the “Content is King” phrase. This old-school way of thinking stresses the importance of producing massive amounts of content and really focused more on quantity over quality.

I want you to throw out this outdated notion and view content more like the Queen of Hearts. It’s about sharing content that is high value (to a specific audience) that connects and draws people in.

Content is the Queen of Hearts because it wins the crowd. 

To start with your content strategy, focus on producing quality content that educates, entertains, or inspires your reader to take action and in no time you’ll be stealing hearts.

Is content marketing in your business? Leave a comment and let me know.

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Jane Copeland - to view all of Jane's blog post click here

Jane Copeland is an Australian entrepreneur and head of The Business Made Beautiful Academy – an online business school for women utilising her unique Next Top Coach ™ System. She is also a digital marketing authority, publisher of the award winning blog and author of the book Boardroom to Baby. Jane's obsession with internet marketing and her teachings, have helped many people across the globe to stand out from the crowd and redefine their version of success. Learn more about Jane’s programs here.