The Ultimate Purpose of Content Marketing

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Writing is important for your business because it helps you spread your message and build trust with your audience. However, each of these is not an end in and of themselves. They build towards one thing — selling your product or service.

I have a certain level of discomfort talking about the idea of selling. In fact, I was tempted to avoid talking directly about this topic altogether! And, yet, what is the purpose of content marketing except to sell what you have to offer?

However, sustainable sales over the long term only happen when people understand what you are offering, why it is important, and trust you to be the one to deliver it to them. …


Playing the Long Game

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Photo by Savvas Stavrinos.

“Content builds relationships. Relationships are built on trust. Trust drives revenue.” — Andrew Davis

People generally need 5–20 interactions, or touchpoints, with a business before they make a purchase. It may take even more if you’re selling complex or expensive products or services. So, as a business, it’s important to think of how to increase the number of touchpoints you have with potential customers. But it’s also important to understand why this statistic is true in order to design our touchpoints effectively.

Why do people need so many interactions with a business before parting with their money? Well, we generally don’t buy unless we trust the brand, product, or service. And building trust takes time. Thankfully, content marketing is all about slow and steady wins the race (although not necessarily always slow, it must always be steady). …


Part 1: The Role of Individual Nations

The journey toward UHC is incredibly complex and important. The COVID-19 pandemic has highlighted the already-existing gaps in the health sector, reinforcing how essential it is to establish well-functioning health systems. UHC affects and is affected by every aspect of the health sector and beyond. It will ultimately only be achieved with interventions on the national, regional and continental levels. While integration and cooperation across national and regional barriers is necessary, ultimately, each country will require its own unique set of innovative solutions. …


Think About Marketing Differently

A piece of paper filled with illegible cursive writing.
A piece of paper filled with illegible cursive writing.
Photo by Suzy Hazelwood

Write for your business to spread your message.

Do you believe in the value of what your business offers? (If not, this article probably isn’t for you.) If so, you have a message to spread.

This is the case if your business does something that obviously promotes social good (human rights, health, education), and also applies to you if the positive impact of your work is less overt or obvious (construction, retail, banking).

Essentially, spreading your message is marketing. While the term marketing has been construed to connote pushy salespeople trying to manipulate others into spending money, the most effective marketing simply means making sure your valuable message gets to the people who want/need to hear it. …


You can’t repair water damage until you fix the leak.

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Photo by cottonbro from Pexels

I’m under no illusion that the problems in America are fixed now that Trump is going to be out of office at the end of January.

Not only did almost half the country vote for him, showing that there’s still a massive chasm in the thinking/values/beliefs/lack of understanding between the two sides, but even if Biden had gotten a landslide win, the systemic problems the U.S. faces are more serious and endemic than any one individual can create or solve. However…

Healing would have been impossible with Trump in office.

Trump’s primary skill set is uniting and rallying his base and alienating those who disagree with him/are different from him. …


I have centered my career around the idea that writing is important. It’s important for me as an individual, it’s important for society as a whole, and it’s important for our businesses.

You may think that, because your business is in, let’s say, construction or transportation or product creation, writing isn’t necessary for you. Let me try and convince you otherwise. Or maybe you have already been converted to this idea, but have yet to act on it (I’ve definitely been guilty of this). Either way, continue reading!

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Content marketing is the best way to reach your audience.

Content marketing is a way of promoting your business by sharing valuable, interesting information in the form of blogs, videos, articles, social media posts, and so on. Content marketing does not always overtly advertise, but provides information that potential customers can benefit from. This form of marketing invests in the long-term by consistently building trust with your audience. …


Preparing the African Health Workforce

As we look to strengthen Africa’s health systems using new and exciting technological advancements, it is essential that the continent’s health workforce is considered in the design and roll-out of these technologies. The health workforce is one of the primary consumers of new technologies in health, therefore the success of the innovations is dependent on their buy-in and training. They are central to the success of these potentially groundbreaking and revolutionary innovations.

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Digital health is increasingly being employed to improve health systems and the efficient use of resources in Africa. Technological innovations could make a significant impact on improving health outcomes by disrupting the current status quo. In order to fully integrate these technologies, benefit from new ways of providing health services, and to actually improve health outcomes, especially in the context of COVID-19 and future pandemics, priority must be placed on the input and buy-in of the health workforce. …


A Very Brief Feminist Manifesto

It’s not about proving we can do anything a man can do.
It’s not about never needing help from anyone.
It’s about arm strength.

I’m not trying to argue that all women are just as strong as all men or that there are no physical differences between the sexes. However, I do think that we as women don’t do ourselves any favors when we use those (fairly minor) physical differences as an excuse to become helpless.

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Photo by Esther

I love to travel and sometimes I do so alone. If I can’t carry my suitcase from my bedroom to the car, how do I think I’m going to lug it from the carousel to the taxi once I arrive at my destination? And then up the stairs of my theoretical AirBnB? And then back to the airport on my way home (when it’s probably even heavier with all the souvenirs, fancy cheese, and delicious bottles of wine I’m taking back with me)? …


Rest in Peace, RBG

All morning, I’ve had a line from “Heart of the Matter” running through my mind. The song is originally by Don Henley, but it was India Arie’s voice singing to me today:

“I got the call today I didn’t wanna hear, but I knew that it would come…”

I’m not exactly sure why this song came to me. It’s about finding out your ex has started dating someone else — and that’s not what triggered it. …


Nairobi, Kenya

I saw a monkey in my kitchen today.

I woke up this morning feeling groggy and happy.
It’s Sunday.
A no-pressure day in the middle of this weird season of isolation.
Today I will make sure it really feels like a Sunday.
I will not open my laptop.
I stumble to the kitchen and put my pre-prepped coffee on the stove.
I open the door to my tiny kitchen balcony to let in the fresh morning air.
The rainy season is beginning, but Nairobi never gets too cold.
The views from my one-bedroom, third-floor flat are lovely.
Trees out the front, trees out the back. …

About

Joelle Mumley

I am a writer and entrepreneur living in Nairobi, Kenya. I find most things interesting. www.kupangamawazo.com www.campinginkenya.com

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