Ever thrown a pebble into a pond and watched the ripples spread? That’s exactly what happens when you put valuable content out into your industry – except these ripples don’t just fade away. They build, they bounce, they create new patterns, and sometimes they come back to you in unexpected ways.
The six-week success story
One of our clients, a law firm, published an article about Public Works compensation. Nothing flashy, just solid, useful information their audience needed. Within six weeks, they were sitting at the top of Google rankings for those keywords. But here’s the interesting part—it wasn’t just about the Google ranking. That article became a resource, a reference point, and a reason for people to trust them as experts in this specific area. That’s the thing about content marketing – it’s not just about being found; it’s about being found for the right reasons.
The digital touchpoint explosion
Remember when business touchpoints were pretty straightforward? (Touchpoint means any time someone interacts with your business – seeing your social media post, reading your email, visiting your website, or walking past your shop window.) Back then, the magic number was 8-10 touchpoints before someone made a purchase decision. That made sense in a world where print media still dominated and social media was in its infancy.
But in 2025 we’re looking at 30-40 touchpoints (sometimes even more) before a customer decides to buy. Why such a dramatic increase? Our digital world has exploded with opportunities for interaction. We’re not just scrolling through one social media platform anymore; we’re bouncing between multiple platforms, checking emails, reading newsletters, browsing websites, watching videos, listening to podcasts, seeing different screens on digital billboards, and engaging with interactive content.
But here’s the clever bit: each piece of content you create can appear in multiple touchpoints:
• That article on your website
• The social media posts promoting it
• The newsletter featuring it
• The Google search results finding it
• The industry discussions referencing it
• The presentation slides quoting it
Suddenly, one piece of content is creating six or more touchpoints.
Bursting the misconception bubble
Before we dive deeper, let’s clear up some common misconceptions about content marketing:
“It’s just blogging.” If you think content marketing is just blogging, that’s like saying cooking is just turning on the stove. Sure, blogs are part of it, but content marketing is a full feast of options – from detailed guides to quick social posts, from email newsletters to video content.
“You need to be everywhere.” Nope. You need to be where your audience is, and you need to be there consistently. Better to do three channels well than ten channels poorly.
“One viral post is all you need.” The “viral post” dream is like hoping to win the lottery. Sure, it might happen, but building sustainable business success on that hope? Not smart. Consistent, valuable content beats viral one-hit wonders every time.
“Content stops working once it’s not new.” This is our favourite misconception to bust. Good content is like a good wine – it can get better with age. Those articles you wrote years ago? They’re still working for you, still being found, still establishing your expertise.
The long game that keeps giving
Here’s something interesting about our clients—they tend to stick around. Not because we’re charming (though we like to think we are), but because they see the immediate and long-term impacts of their content strategy.
The immediate impacts are nice – better engagement, more website traffic, and increased enquiries. But the long-term effects are what make article writing a no-brainer investment.
• Building industry authority
• Creating a content library that keeps working for you
• Developing a consistent brand voice
• Establishing genuine expertise in your field
Think of it like compound interest for your business reputation. Each piece of content builds on the last, creating an ever-growing foundation of authority and trust.
Making your content echo
So how do you create content that echoes through your industry? Here are our tried-and-tested tips:
- Focus on Value First. Before you write anything, ask yourself, “Will this actually help someone?” If the answer is no, it’s not worth creating.
- Think Multi-Purpose. Create content that can be sliced, diced, and repurposed across different platforms. One in-depth article can become multiple social posts, newsletter content, and presentation material.
- Stay Consistent. The most powerful echo comes from consistent ripples, not occasional splashes. Regular, reliable content builds momentum over time.
- Keep It Real. Your industry expertise is unique. Share real insights, real experiences, and real solutions. That’s what creates genuine authority.
The beauty of the content echo is that it builds over time. That law firm article we mentioned earlier? It’s still working for them. Those social media posts from last year? Still being found. That newsletter series from six months ago? Still being referenced.
When everyone’s fighting for attention online, creating content that echoes is clever business. If you want to throw your pebble in – have a chat with us about how to get the best ripple effects.