Content: The 'Neck' of Marketing
If you’ve seen My Big Fat Greek Wedding, you’ll know it’s one of the great comedies of the early 2000s. (And if you haven’t watched it yet, I’m sorry—you’ve missed a gem! Go add it to your list right now.)
My favorite scene is when Toula's mother says, “The man may be the head of the household. But the woman is the neck, and she can turn the head whichever way she pleases.” This quote hit me on a personal level, and recently, I realized it also applies perfectly to content creation. A few weeks ago I had a conversation about how marketing teams can get hyper-focused on how and where people are seeing their content but in the process, they often overlook the importance of the content itself. That’s like focusing on the head without considering the neck.
In marketing, content creation is the neck: it holds everything together and directs where your marketing efforts go. Without strong content, it doesn’t matter how well you target your ads or how many people see your posts—because the message won’t resonate. Let’s break down why content creation is the key to success, and how it fits into a smart marketing strategy.
Why Content Matters
Just like in the movie, where the neck guides the head, your content is what drives your marketing success. The first step in any successful marketing strategy is content creation. Too many brands obsess over distribution: Where should we post? What channels should we use? How can we get more eyes on this? But without quality content, all the exposure in the world won’t help. Focusing too much on distribution and not enough on the actual message can cause your audience to lose interest quickly. You might be reaching more people, but if your message doesn’t land, you’re not building real relationships.
Your content should be at the heart of your marketing strategy. It’s what draws people in, engages them, and keeps them coming back. Whether it’s a blog post, a video, an infographic, or even a social media update—quality content is what builds trust and connects you with your audience.
Content creation involves more than just putting words on a page or images on a screen: it's about telling a story that resonates with your audience, solving their problems, or sparking their curiosity. Content should reflect your brand’s voice and values while aligning with your audience's needs. When you prioritize content creation, you’re not just creating material for today’s campaign. You’re laying the foundation for long-term success. A well-developed content strategy ensures that no matter what trends come and go, your message stays consistent and powerful.
Create Better Content
- Identify your content pillars. What are the 3–5 topics you want to be known for? These should align with your brand values and the interests of your target audience.
- Set a clear tone. Whether formal or conversational, your content’s tone should match your brand personality and appeal to your readers.
- Understand your audience. Use surveys, social listening, or analytics to understand what your audience truly cares about—and create content that answers their needs.
Acquisition: Drive Traffic to Your Content
Once you’ve nailed down your content, it’s time to focus on acquisition marketing. This is where tactics like paid ads, giveaways, and direct mail come into play. The goal here is to drive traffic to your content—but the success of these strategies still depends on what they’re promoting.
Think of it this way: You could have the most targeted, well-designed ad in the world, but if the content it’s driving people to isn’t valuable, you’ve lost your chance to convert that audience.
The first impression your audience gets from your content will either draw them in or push them away. If you invest in great content, the acquisition efforts will yield stronger results. A few of the most effective acquisition strategies are:
- Paid ads: Use Google Ads, social media ads, or programmatic ads to reach your ideal audience, but ensure the landing page they arrive at provides immediate value.
- Giveaways: Create excitement and attract new customers with limited-time giveaways—but make sure your content communicates the value of your brand beyond the freebie.
- Direct mail: This old-school tactic can still drive engagement, especially when used creatively. Send people something that ties directly into your content strategy, such as exclusive articles, guides, or videos.
Retention: The Third Piece of The Puzzle
Retention includes strategies like email marketing, SMS campaigns, and push notifications that aim to nurture relationships with your audience over time. These tools are key to keeping your customers engaged, but their effectiveness hinges on the content you share.
Retention marketing isn’t just about staying in touch—it’s about offering ongoing value. Whether you’re sending a weekly newsletter, a promotional text message, or a mobile app notification, the content must be relevant and helpful.
How to Achieve Better Retention:
- Email marketing: Send content-rich emails that focus on educating or entertaining your audience, rather than just promoting your products or services.
- SMS campaigns: Use text messages to share exclusive deals or important updates, but don’t overwhelm your audience with too many sales pitches. Keep it useful and relevant.
- Push notifications: These are great for mobile engagement, but they need to link back to meaningful content—whether it’s a blog post, video, or product launch.
Just like Toula's mom says, the neck controls the head. In marketing, content creation is the neck—it drives every other part of your strategy. Without quality content, even the best acquisition and retention tactics will fall flat.
As marketers, we need to focus on building strong, valuable content first. Once that foundation is in place, acquisition and retention efforts will naturally follow and thrive. Take a moment to audit your own marketing strategy: Is your content driving your efforts? Or are you trying to push content that isn’t strong enough to guide the head?