how content marketing works?

Could Fred Flintstone Describe How Content Marketing Works?

Table of Contents


Is content marketing so easy a caveman could do it?


Does Fred Flintstone, the most genial of cavemen, throw up a blog or video on, have prospects click, and the dough starts rolling in?

We’ll explain in this post how it’s a little more complicated than that.

Why You Should Care?

If you’re a business owner or marketing professional looking to expand your skills, you’ve heard of content but have questions. Learn precisely what content marketing is, how it works and why it is a steadily performing tool in any marketing strategy.

What is Content Marketing? 

2 x 280 characters should do it:


Content marketing fuels your efforts by keeping your brand in front of your audience and connecting with potential customers. It also gives you the chance to increase traffic to your website, establish trust, develop brand personality and support the conversion funnel where prospects become aware of your brand and progress downward to the point where they become actual customers.

A content marketing strategy is a non-intrusive way to reach your target audience and help them with their pain points and challenges through valuable information like industry news, case studies, guides, and more. Content marketing differs from traditional advertising because it focuses on customers rather than a business’s products and services.

Hypothetical Content Marketing Efforts

Learn how content marketing works?

Let’s say you have a travel agency and want to create brand awareness while helping your customers achieve a trip they’ll never forget.

You understand that your buyer is having a rough time putting together a travel plan that will not make them choose between eating or traveling. So, you establish a documented content marketing strategy that will answer their questions, plus let them know you’re the ultimate guide to building the perfect travel plan. 

You decide to use Instagram to create educational social media posts about the benefits of a complete travel plan, industry news, testimonials, case studies, and other content assets.  Next, you offer them a free guide to help them see hotels, airfare, and the best dates to travel.

Once they have downloaded the guide and given you their contact information, it’s time to nurture them with an email campaign.  You’ll soon determine which leads are interested in buying your services or are still considering purchasing in the future.

This example is a glance at how content works, but there are still a few details ahead. Check out our past blog post on creating content that converts!

The Benefits of Content Marketing

How content marketing works for your business?

Before we see how the gears grind, let’s explore some of the benefits of content over traditional marketing:

Customer engagement: by crafting your content for your blog, social media platforms, landing page or website, you’re more than likely to reach your potential audience and the conduit — search engines like Google. 

Brand awareness and thought leadership: by talking about your industry and educating your audience about what you do, you’re allowing them to find answers and learn more about or process. They’ll see you as a reliable source of information and a credible company. 

Lead generation and nurturing: if you have a free eBook and offer it in exchange for your audience’s contact information, you’ll quickly gain potential leads to nurture them down your sales funnel. Likewise, an email campaign will let you connect with your prospects and provide insight to see which contacts are ready to become a customer based who opens and engages with your email content.

Sales enablement: content marketing isn’t just for the marketing department; your sales team can share the content your team creates to help your audience find the answers they need. If you create a video FAQ on your website, the sales team can copy the link and send it to prospects instead of wasting time regurgitating stock answers.

What Do Content Marketers Do?

What content marketing does?

Content marketers are responsible for creating content that resonates with their ideal buyer persona, follows their brand’s tone of voice, and uses easy-to-follow language. 

These are some of the skills they need to have: 

  • The ability to do deep research on a specific subject
  • They need to understand a brands voice like it’s their own
  • Understand basic search engine optimization (SEO) concepts like keyword optimization
  • Strategy and analysis capabilities to identify which assets work and which don’t
  • The ability to produce content in various formats and with key players like influencers, actors, designers, writers, videographers, etc.

Content Formats and How It All Works

Our top eight content formats will succeed in your marketing efforts!

  • Blog Posts
  • EBooks and Whitepapers
  • Infographics and Visual Design 
  • Videos
  • Case Studios
  • Website Copy
  • Newsletters and Emails
  • Social Media

Blog Posts

These deserve your attention because they help your website become discoverable by powerful magnets like Google. In summary, you have two significant advantages: you’ll educate your audience about your industry and help the search engine rank your content better on a results page (SERP).

With a blog, you have an opportunity to bring people to your site and increase the chances of conversions. For example, let’s say you saw this post on one of our social media channels, clicked on it, landed on our site, read it, saw our eBook, downloaded it, and PRESTO! Now you’re in our monthly newsletter. It’s not too much more complicated than Fred Flintstones’ POST-CLICK-CUSTOMER model.

EBooks and Whitepapers A.K.A. Lead Magnets

If done right, your audience will find enough value in these types of content that they are willing to exchange their contact information for it. It’s not a sale but an indication that your visitors get the answers they need while engaging with your brand. Next, nurture them with an email campaign to get closer to the decision stage.

Newsletter and Emails

Emails are crucial in a content marketing campaign if done right. You have a chance to connect with your target audience even further and lead them down the marketing funnel. To have a successful marketing campaign, you must align your emails or newsletter to your buyer’s context. Let’s say somebody visited your website, downloaded your eBook, and gets an email notification thanking them and inviting them to read more about another topic of interest. It takes twelve touch points or more for people to purchase, so emails are a critical component to splash water in your prospect’s face and keep them engaged.

The power of content marketing

Infographics and Visual Design

This format suits an audience that might not like to read a whole blog post. On the other hand, maybe your buyers prefer quick information. So, infographics or visual design could be the best way to present your content. Remember that content marketing is consumer-centric, so you must choose the type of format according to what different segments of your audience like to interact with.

Infographic elements for content marketing


People are consuming at least six hours a day of video content. As a result, it’s increasingly common for brands to use video, especially with TikTok, Instagram Reels, and YouTube Shorts on the rise. So how would you integrate video into your content marketing mix?

Videos for content marketing

Case Studies

This type of format is a valuable tool for closing sales. It gives you more credibility by showing your prospect a feel of the service through another person’s experience. Think of it as a more elaborate written testimonial where you detail the specific steps that benefitted your customer.

Website Copy

Your site is an essential tool, and the copy is crucial. Visitors will probably bounce (visit one page and exit) if you have very long and dense text on your site. Your writing should convey the essential information to help those visitors understand: who you are, what you offer, and how they can connect with you. There are many templates, but a skilled copywriter can help you distill your copy into easy-to-read nuggets that convert.

Social Media

It’s last but certainly not least. These platforms are vital for distributing your content, but which social media is right for your business? It depends on your ideal customer. Understanding your audience, business value proposition, and products and services in full detail will help you choose the right channel to delight your audience with meaningful content. 

Yabba Dabba Content! 

Flintstones content marketing

Here is a formula that would make Fred Flintstone cry out his catch-phrase of contentment:

Put out content so that people will find it and engage with it. Keep pumping out content to keep their interest until they become a customer.

How content marketing works is simple right?

Not really.

This introduction sketches principles, not details. A successful content marketing strategy is a tremendous amount of work. If you want a company that doesn’t go back to the stone ages but can certainly roll a barrel on a round stone, check out Content with Teeth. Tap HERE for a free consultation, or call us at +1 (888) 552-9235.

If you’re just passing through, leave a comment and share this post!


Chuck D of Public Enemy thinks your marketing automation is like ripping one on an airplane

Is Public Enemy Right About Marketing Automation?

Do you believe the hype on marketing automation?

As a connoisseur of old school rap, we wanted to view marketing automation tools through the prism of Public Enemy.

Why Should You Care?

What if you ain’t down with Public Enemy? What if Neil Sedaka is more your speed? What if you see the phrase marketing automation and your eyes instantly glaze over like when a work meeting extends into the Hour 2 mark …

You should read this post because we aim to make this topic interesting through the prism of pop culture. We show how you can use marketing automation to drum up substantial new business and, besides, we compare it to flatulence. Where else you gonna see that comparison? Keep reading!

Cue Up the Marketing Automation Example

We recently received a LinkedIn invite to connect with someone who most likely automated the organic LinkedIn outreach.


Marketing automation done poorly alienates the prospect

This message is impersonal, generic and sloppy. The person didn’t bother with a personalized first name placeholder and addressed me as “Hi there.”

The Connect Request seems generic in the icebreaker, building lukewarm intrigue by mentioning that the sender is “moving into” our geographic location defined generically as “the area.”

The Call to Action has a typo where there is a “form” instead of a “from.”

In processing this invite in seconds, I got a completely inauthentic feeling that I was being splattered by a massive automation gun and, consequently, blew the dude off.

If Chuck D got this message, he might compare it to smelling a fart from a passenger next to him on an airplane. The Public Enemy frontman isn’t pretending that he didn’t SMELL automation and is calling bullsh*t.

Is a Marketing Automation Strategy Hype?

P.E.’s 1988 song Don’t Believe the Hype enjoyed immense critical success. Frustrated, confounded and suppressed by the establishment, their message to the audience was don’t buy into media lies and propagandistic marketing. The group’s leader, Chuck D, espouses that we be critical thinkers in spite of what’s presented. Hype and reality do not go hand in hand. Hype is talk without the walk. 

Is marketing automation innovation or just spam? Is a marketing automation platform like HubSpot kitty litter for media and business elites to gush over in their insatiable thirst to cash in on the latest trends?

Marketing Automation Is Hype!

If you were remotely familiar with Public Enemy and Chuck D, a hard-scrabbled King to his sidekick Flavor Flav’s Jester role, you would assume the seer armed with a mic feels marketing automation is a steaming pile of bull excrement:

An automated cold email addressed “Dear Friend” isn’t intimate. It’s robotic. You’ve got our stats, but you don’t know us.

We’re just a cell in a massive Excel file. We can sense your automated “intimacy” is just you calculating a spreadsheet formula. You don’t care about us.

You spit out words in an automated SMS but we can’t hear you. Nuttin’ but noise! You didn’t segment your list and mistargeded us. We reply STOP to the disinterested bot hawking cheap carburetors.

As technology rushes, we lose touches. We believed initially in social media too. Now we understand why the people who build this stuff don’t let their kids use it.

Automated Marketing Campaigns: As Inauthentic As the Guy Who Sold You a Used Buick Sending You a Holidays Card Where He Misspells Your Name

Is Chuck D still living in the ‘80’s or does he have a valid point about the inability of marketing automation to effectively and meaningfully interact with humans? 

Given the pro’s and con’s of marketing automation software, today’s digerati might chalk up P.E. as old school with critiques of marketing techniques and marketing automation tools as outdated as the group’s standard definition videos.

Marketing Automation Origin

Back in the day, prudent marketers utilized Print, Radio, TV and Billboards to hawk widgets. Today, traditional media has been supplanted by internet marketing, of which marketing automation plays a central role. 

Today, marketers use software like HubSpot to create automated marketing workflows and marketing activities from launching campaigns to creating and scheduling posts, email campaigns, SMS/MMS, social media management and other “touches.” 

Marketing automation is more efficient, cost effective and requires less bandwidth to nurture incipient and long-standing customer relationships. In so doing, it has morphed automation into a CRM (Customer Relationship Management), allowing integration to automate repetitive tasks and carpet bomb your contacts with some level of finesse and at a lower price point while scoring invaluable customer data.  

Is There a Correlation Between Marketing Automation and Robots?

Marketing automation naysayers cite similarities. Times Magazine estimated that 2 million jobs will be replaced by robots by 2025. Robots are cleaning floors at Wendy’s, checking in guests at hotels, taking blood pressure readings at CVS, harvesting vegetables, erecting buildings and keeping malls secure as guards. Marketing automation is replacing sales people. Touch point marketing teams promoting face-to-face customer relations, flyers, street teams, personal trend influence marketing and site sampling are facing extinction. Call centers are leasing their space.   

It’s All About the Benjamins!!!


Companies that implement this kind of lead scoring enjoy 28% better sales productivity and 33% higher revenue growth than companies without lead scoring. Marketing automation saves money and time. Done well, nurturing can result in 50% more sales leads at 33% lower cost per lead.


2 Types of HubSpot Marketing Automation Features

Content with Teeth (CWT) is an official HubSpot partner. We will discuss automation in one of the most dynamic marketing automation platforms.

A Sequence is email based. A Workflow is more dynamic because it sets enrollment triggers to automatically enroll prospects or contacts with an assortment of data points from clicking on a button in an email to past purchases.

Is Marketing Software That Automates Across Multiple Channels Just Another Dumb Trend?

We have jumped on the marketing hype train. A few years ago, chatbots were the rage. They allow automated messaging in Facebook’s Messenger and other platforms. We saw an ad on Facebook promising hundreds of leads for a bargain, $0.99 a warm body or something similarly ridiculous. As connoisseurs of clickbait, we signed up for the webinar and bought the course north of a grand. 

The entrepreneur promised a 30-day money back guarantee. He answered questions diligently on a Facebook Group as we students got into the course. After 30 days, the dude ghosted, leaving students in the dust. Chatbots were a thing … yes, a scammy thing.

Marketing Automation Ain’t Hype!

Marketing automation helps and can be particularly effective when used with a content strategy. According to a ReportLinker press release:

The marketing automation software market was estimated at USD 3.60 billion in 2020 and is expected to be USD 11.46 billion in 2027, registering at a CAGR [Compound Annual Growth Rate] of 17.76% through the forecast period (2021-2027).

Businesses big and small are investing in marketing automation software like never before. Sorry Chuck D.

Need a Reliable Worker in 2021? Get a Bot …

In 2021, people talk about the “Great Resignation” where employees would rather work on their own instead of toiling for companies both big and small. In a tough labor market, employers from enterprise companies to start-ups can replace marketing efforts with automation.

A “bot” is available 24/7. If a prospect lands on your website on Friday night at 3am, marketing automation tools like chat workflows in HubSpot can respond and nurture a conversation that is sent to a human Sales Dedicated Representative the following Monday morning to follow up. Furthermore, a platform like HubSpot can conduct lead scoring to prioritize the most promising leads for that SDR. 

Marketing automation is always working, requires no expensive benefits and is reliable once you have mastered the basics.

Combining Inbound Content with Outbound Marketing Automation

Content marketing, inbound or whatever you want to call it, typically snails, taking 3-6 months to create engagements.

Says Neil Patel on the long-term outbound strategy:

Do you know that it takes at least 3 months to get rewarding traffic from search engines?

To see a considerable uplift in numbers from the search engines, you’ll really need 6 months. HubSpot shared that their organic traffic grew by 538% in a year, solely by relying on their personas to dictate their keyword usage.

Marketing automation is a short-term fix. Prospects get your emails, texts or social media messages and can respond immediately.

When you combine inbound with outbound, you shorten the cycle to gain traction from your content. For example, a dynamic inbound blog post (more content), coupled with the outbound method (marketing automation), is a recipe for immediate engagements and effective lead generation.

Hey Chuck D, the “Hype” Worked For Us

Recently, we ran a HubSpot workflow triggered by contacts in our mass list opening an email blast promoting a blog post on how to use LinkedIn to develop buyer personas. We enrolled 255 people in the Workflow, landed three meetings and enjoyed interest from one business owner who ultimately signed a long-term contract with Content with Teeth.

With the addition of this previous client into a long-term retainer, we were able to pay off the cost of developing the blog and automation mere weeks into the new contract.

Best Practices for Automation

Here are some suggestions for marketing automation in general.


Hit ‘em on air, sea and land with email, SMS, social media and multiple channels. People learn differently. Some from reading, others from video. Some prospects might rely on email while others engage more with a message on their phone or a LinkedIn message.


Use placeholders beyond your name. “Dear Friend” isn’t cutting it. Consider adding name, company into your messaging to disguise your automation to prospects who are growing more savvy to impersonal messaging.


Break your lists into parts.  CWT had a list of 2,500. We whittled it down to 1,000, then segmented it by business owners, marketing people and local Florida-based businesses. If we send a humorous “Florida Man” satirical post to the owner of a small business in Omaha, she is going to ignore it or unsubscribe because the content doesn’t align with her interests.

Hubspot Marketing Automation Best Practices

Here are some marketing automation tips for the HubSpot sales and marketing platform.

Don’t Spam

Don’t overload your contacts with messages. Build in delays, so you give people a breather. We recommend at least three days between messages.

When creating marketing automation in a platform like HubSpot, it is a good idea to give prospects a delay or spacer between outbound messages


In picking a particular delay, we recommend using “Delay for a set amount of time”.

Using set delays when creating a marketing automation strategy can lesson prospects from feeling bombarded

Be careful with “Delay until event happens”. That means if the contact gets an email and opens it, they immediately get the next email or message. This could be useful if the prospect is eager and you want to convert them. From our experience, however, the contact gets bombarded with emails and unsubscribes. You now have lost a lead.

Go Omnichannel

Marketing automation is more than email! You can use the SMS platform Message IQ that integrates with HubSpot. You can also integrate LinkedIn Sales Navigator with HubSpot to gather more data on your contacts.

Use If/Then Branches in Workflows

If/Then branches follow conditional logic. IF the prospect opens your email, THEN they receive an additional action like another email or text message.



Use If/then branches or conditional logic in HubSpot automation to lead prospects into further actions as they engage more with the content

You can create different “branches” as shown by the Interest and No Interest ones above. BE VERY CAREFUL deleting an If/Then branch.



Be careful when deleting an action in a HubSpot marketing automation workflow, so you don't lose hours of work

You don’t want to lose HOURS of work from a complex workflow by mistakenly selecting “This action and all after it”, removing all branches below this particular action.

Open Letter to Public Enemy’s Chuck D

If you run into Chuck D of Public Enemy at Ralph's, don't mention marketing automation


You run into Chuck D at Publix. He is shopping for Henny and you forget his name, just remembering him blankly as one of the faces on that CNN ‘90’s special.

 You ask him to take a selfie and he flees. He just got off a flight in Florida where some dude next to him beefed automation. He isn’t having it!

 Chuck, hire us to write creative content for the Public Enemy blog. We will combine it with marketing automation that disguises the stench with personalization, omnichannel outreach and other effective marketing automation strategies.

 We will prove you wrong that marketing automation is hype! It Will Take a Nation of Millions to Hold P.E. Down circa 2021.

Content with Teeth is a HubSpot marketing automation provider. If you have questions on how to wring results from marketing automation and generate leads, please get in touch.