To market your business, you can spend either—or both—of two fundamental resources. You can spend money or you can spend time. Content marketing is one of the most popular types of marketing, and it can be done by spending time, money, or some combination of the two.

The concept is simple.

When you share content to build and retain the attention of an audience, that’s content marketing. The content can be articles, white papers, infographics, videos, a podcast, or any number of other methods of communicating information to your audience.

One way to implement content marketing for your business is through blogging. To build a blog you can write articles and publish them on your own website or on other blogs. The best blogs are consistent and post regularly. This usually means that they might post daily, weekly, or monthly content on relevant topics. If a sporting goods store posted an article about knitting, that would seem very out of place to their audience, even if the store’s owner was interested in knitting.

The best blogs also share their blog posts on social media to increase the number of people who will read them. Sharing content can be a great way to bring more attention to the blog and as such, to the business.

Content marketing is a reputation booster.

A well-planned content marketing strategy can help you showcase your expertise and build authority in your industry. It shows your consumers and your peers that they can trust your opinions and direction because you’ve demonstrated impressive knowledge in your area of expertise.

The content you produce allows you to communicate with your target audience using your own brand voice. This gives you the opportunity to guide and control some of the information they consume and position yourself as an expert to those people.

SEO loves content marketing.

The content you create can help search engines (like Google) understand that you have expertise in your industry. This is called Search Engine Optimization (SEO). Search engines check your website to see what it’s about so that they can suggest your website to people who search for something relevant. The difficult part is that it’s automated, so rather than a person checking your site, search engines let their computers do it.

Producing content relevant to your business helps search engines understand that your site would be relevant to people searching for a business like yours. The search engines have one goal, and that’s to give the searchers content that is as relevant as possible. There are millions of possible results, and search engines deliver the search results sorted by most relevant first, so rankings are often highly competitive. The more positive reputation you’ve built for your website, the better your SEO, and the higher you rank. More content means more information to help search engines understand what your website is about.

Effective content marketing is easy.

The best content provides some form of value to your audience, to convince them to keep coming back for more. The thing to remember is that the content you produce is about them, not actually about you. The effectiveness of your content can be much higher by focusing on content that your audience will benefit from and enjoy, rather than your own personal tastes.

Luckily, if you love the work you do then there could be a lot of overlap between what you like and what your audience likes. If that’s the case then something to watch out for is industry jargon. Avoid using industry terms that your audience may not understand so they can consume the content easily.

Content marketing doesn’t have to be a ton of work.

Building new content consistently may seem like a daunting task, but there is a tactic you can use to ease the workload. Evergreen content is content that isn’t time sensitive. It can be posted today, a year ago, or three years from now, and it’s still relevant.

Producing and stockpiling great evergreen content can make it easy to post consistently. Evergreen content can also be re-shared on social media to build more attention for older content.

This article was originally commissioned by Onslow Creative. Due to technical issues a link to their website is currently unavailable.