Content Marketing: A 2023 Guide for Environmental Consultants


Are you a small consulting firm struggling to attract clients or partners?

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If so, you’re not alone.

With so many individuals, businesses, and companies vying for attention online, it can be challenging to stand out. But there is a solution: content marketing.

Why is Content Marketing so Important?

According to the latest data, Google processes 8.5 billion searches a day, which accounts for over 99,000 searches every second. These numbers indicate that everyone, including government agencies and potential teaming partners, are searching for information online now more than ever. And as more people consume content online, producing high-quality content is becoming increasingly important.

Secondly, search engines love relevant, quality content that satisfies the needs of all those searchers. The more content you have on your website, the more opportunities you have to rank for relevant keywords and phrases and appear in relevant search results.

Finally, once search engines start sending all those internet users to your site, the content you produce can help you build relationships with your website visitors. These visitors will be more likely to engage with your brand and ultimately become clients or teaming partners.

What is Content Marketing?

Content marketing is a calculated approach to creating and distributing relevant, valuable, consistent content to attract and engage a clearly defined target audience. Content marketing strives to drive profitable customer action, such as visiting a website, signing up for a newsletter, or making a purchase.

Content marketing can take many forms, including a blog post, a video, infographics, and more. The key is that the content should be valuable and relevant to your potential clients and help them solve a problem or provide them with the correct information.

You can use content marketing as part of your digital marketing strategy and combine it with other master plans, such as search engine optimization (SEO), pay-per-click advertising (PPC), and social media marketing. It can also be used as an autonomous strategy for building brand awareness and driving website traffic.

How Content Marketing Helps Environmental Consultants

Builds Your Authority and Expertise

Creating high-quality content that addresses the interests and needs of your potential customers can help establish your brand as a thought leader in your industry. And establishing yourself as a leader helps to build brand awareness and attract companies looking to team with someone with a positive brand reputation and expertise in their field.

By consistently providing valuable and relevant information, even the smallest firm can establish itself as an expert in their field, leading to more trust and, ultimately, more sales.

Drives Traffic to Your Web Site

By targeting the words and phrases your potential and current customers are searching for, you can increase your visibility in search engine results pages (SERPs) and drive more traffic to your website. Hence, creating valuable content is important because it helps to increase brand awareness and attract potential customers.

Additionally, quality content that drives traffic to your site helps to attract teaming partners by showing that your company is well-positioned in the market and able to generate a significant amount of traffic.

Generates Leads and Improves Conversions

By providing valuable information to your target audience, you can encourage them to provide their contact information in exchange for more information or a free resource.

Quality content is an effective way to generate leads and improve conversions because it helps establish a pipeline of potential clients and allows you to nurture these leads into paying clients. It can also be used with various digital marketing campaigns that drive potential clients from social media platforms to your site.

Sets Yourself Apart from Your Competition

Content marketing differentiates you and your firm from the competition by establishing you as an industry expert and providing valuable information that sets you apart from your competition.

Establishing yourself as an expert is especially important for small firms, since few small firms implement strategies such paid advertising or email marketing.

Yet large national firms use this type of marketing in addition to traditional marketing all the time and are quickly establishing themselves as the company leading the way in their industry.

More Cost-effective than Paid Advertising

Content marketing is organic, builds over the long term, and costs less. Paid advertising on the other hand, can be less predictable and more costly than content marketing.

Through content marketing, a small firm can save money that can be allocated to other business areas. Content marketing also helps attract teaming partners. A small firm that has established authority online is a powerful ally, even for a larger company.

A More Powerful Platform than Exhibiting at a Conference

Content marketing allows for a wider reach and accessibility. When a firm distributes content online, it can reach a global audience at any time. This expanded reach eliminates geographical limitations and the need for physical presence at a conference venue.

Content marketing also has a longer-lasting impact. Unlike exhibiting at a conference, where interactions are often brief and fleeting, content remains accessible online indefinitely, generating ongoing visibility, engagement, and potential leads.

Lastly, content marketing is more cost-effective for small firms, as it eliminates the expenses associated with booth rental, travel, and accommodation.

Overall, content marketing provides a powerful platform for a small environmental consulting firm to establish its brand, expand its reach, and cultivate meaningful connections with its audience.

More Reliable than Social Media

Content marketing is built on your website, which you own, versus a social media site owned by someone else. That means content marketing is more reliable and easier for you to control than social media.

Recent events in social media, such as the change in ownership of Twitter, have highlighted the importance of having a solid content marketing strategy that is built on a platform you control.

Elements of a Successful Content Marketing Strategy

Content marketing is a deliberate method of producing and spreading valuable, pertinent, and consistent information to attract and engage a clients. Content marketing is essential to a successful marketing strategy, and considering the following elements is crucial when developing a successful content marketing strategy.

Define Your Purpose and Goals

The first step is clearly understanding what you want to achieve with your content creation efforts.

Are you trying to increase website traffic, generate leads, or establish your brand as a trailblazer in your industry?

Establishing a clear purpose and goals will help you determine what kind of content to create.

Decide What Type of Content to Create

You can create various types of content, to attract your ideal customer including the following:

  • blog posts
  • videos
  • infographics
  • white papers
  • case studies

While all kinds of content can be effective, blog content is considered the cornerstone of digital content marketing as it allows for regular updates, is easily shareable, and helps with SEO.

Define your Audience Persona

Speaking of your ideal customer, knowing your prospective customers is essential to creating content that resonates with them. By developing a detailed buyer persona (or teaming persona), you can better understand their pain points, needs, and interests. This information is a powerful tool for creating content tailored for your audience.

Outline the Buyer’s Journey

A buyer’s journey is the process a potential customer goes through before purchasing. By understanding the different stages of the journey and how they make purchasing decisions, you can create content tailored to each step.

And don’t forget to analyze the journey of a potential teaming partner, such as a prime contractor. A prime contractor embarks on a journey very similar to a potential customer’s buying cycle.

When creating a buyer journey, include content for each of the following stages of your marketing funnel:

  • Top of funnel: content that is designed to attract and build awareness
  • Middle of funnel: content that is designed to educate and guide them toward a decision (convince)
  • Bottom of funnel: content that is designed to convert leads into paying customers

Research Valuable Keywords

Once you have identified the different stages of your customer’s journey, research valuable keywords and phrases related to each stage. First, think about what terms your customer may use when searching for a solution.

Then, focus on creating content that answers questions and provides information tailored to each step in the buyer’s journey. This content will help potential customers find your business and understand why they should choose you over a competitor.

Don’t forget, the key to digital marketing is to create content that is keyword-rich but still natural sounding.

Create a Clear Call to Action

A call to action (CTA) is a link or button that encourages your audience to take a particular step, like signing up for a newsletter, downloading your statement of qualifications, or calling you personally.

Including a clear and prominent CTA in your content can help increase conversions and generate leads. It is vital to ensure that your CTAs are relevant to the content and align with your overall business goals.

Additionally, it’s essential to test different types of CTAs and their language to see what resonates best with your audience.

Optimize your Website for Search Engines

SEO enhances your website’s ranking in search engine results pages (SERPs). You can do this by using relevant keywords in your content, optimizing your website’s structure and layout, and building backlinks to your website.

Optimizing your website for search engines can increase your visibility in SERPs, drive more traffic to your website, and attract new leads.

However, remember that SEO is an ongoing process that requires continuous monitoring and tweaking to achieve the best results.

Five Steps to Implement Your Content Strategy

Graph describing the 5 steps of a content marketing campaign strategy

Step 1: Perform a Content Audit

A content audit process analyzes the existing content on your website. It helps you understand which blog posts drive the most traffic and which do not.

By performing a content audit, you can identify gaps in your content and ensure that your content is aligned with your audience and your business goals.

If a page isn’t getting traffic, consider updating it or changing its focus.

Step 2: Develop Your Content Pillars

Content pillars are the main topics that your business will cover. The hub-spoke model is a way of organizing your content around these pillars.

The content pillars should tie back to the services or products offered by your business. The content spokes branch off the content pillars and provide more in-depth information on a specific topic.

Step 3: Brainstorm Content Ideas

When brainstorming content ideas, there are many places to look for inspiration. Some practical ways to generate ideas include:

  • Keyword research of competitor websites: By researching the keywords your competitors are ranking for, you can identify gaps in their content and focus on creating quality content that addresses those gaps.
  • Quora: Quora is a platform where people can ask and answer questions. By searching for inquiries related to your industry or product, you can identify common pain points and address those pain points.
  • BuzzSumo: BuzzSumo allows you to see which content gets the most shares on social media. By analyzing the content performing well, you can identify trends and create similar content that aligns with those trends.
  • Reviews of books on Amazon: By reading reviews of books related to your industry or product, you can identify common misconceptions and create content that clears up those misconceptions.

Another way to generate content ideas is by analyzing your data, such as your website’s analytics, customer feedback, or a survey.

Analyzing the content on your site that is already driving traffic and speaking directly to your audience can help you identify the topics that resonate with your target audience, enabling you to create more content that aligns with those topics.

Step 4: Develop a Content Calendar

A content calendar is a tool that helps you plan when to publish content and ensure you are consistently providing valuable information. It lets you see the big picture of your content marketing efforts and helps you stay organized and on track.

When developing a content calendar, consider the following:

  • Frequency of publication: Decide how often you will publish content, whether daily, weekly, or monthly. Your schedule will depend on your resources.
  • Types of content: Decide which content you will create, such as blog posts, articles, videos, infographics.
  • Alignment with business goals: Make sure that the content you publish aligns with your overall business goals, such as increasing website traffic, generating leads, or establishing your brand as a thought leader in your industry. Be sure to include your sales team for these discussions to ensure your strategy aligns with their goals.

It’s also important to be flexible and adjust your content calendar as needed. For example, if you see a particular type of content performing well, you may want to create more. Or, if you see that a specific topic is resonating and driving traffic to your site, you may want to make more content on that topic.

Additionally, a content calendar can help you plan and prepare for events, holidays, or other relevant dates that may impact your industry or business.

Step 5: Track the Performance of Your Content

Analytics is a way of using data to measure, monitor, and analyze the performance of your content. By using analytics, you can gain insights into how your audience engages with your content, which types of content are most popular, and what areas of your content need improvement.

This information can help you make data-driven decisions about your content marketing strategy, such as which topics to focus on, which content to create more of, and how to optimize your website for better performance.

Many analytics tools, such as Google Analytics, can help you track the performance of your content; it’s essential to choose the one that matches your needs and ensure you are following the right metrics.


Content marketing is essential to a successful marketing strategy. By creating high-quality content that addresses the needs and interests of your audience, even the smallest consulting firm can establish itself as a trailblazer in the industry and build trust with potential customers.

Additionally, content marketing drives traffic to your website, generates leads, improves conversions, sets a company apart from the competition, is more cost-effective than paid advertising or print ads, and is more reliable than social media.

However, remember that content marketing is a slow process, and success won’t happen overnight. But, creating a content strategy and consistently providing valuable and relevant content can help establish a company as an expert in their field, leading to more trust and, ultimately, more sales.

Learn why content marketing is important for startups: it builds authority, drives traffic, generates leads, differentiates from the competition, and is cost-effective and reliable.

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