While you spend all your time fighting with the algorithm and trying to perfect your Instagram grid, you're overlooking far more powerful content assets in your business.

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And no, this isn't a "you should be leaning into long-form content or update your website" argument (although, yes, please do those things too).

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Your sales and client-facing materials hold so much more power than a silly lil social post.

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I'm talking things like your...

• proposals
• service guides or media kits
• case studies
• reports or strategy docs
• client portals, downloadable resources, or digital files
• onboarding and offboarding guides

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And you can't forget about your client communication emails. Meaning your...

• inquiry response emails (if someone submits a form on your site, you'd better be sending them an automated response ASAP - but like, make it relevant and you-ified)
• project kickoff or onboarding email (they just gave you their money, don't make them regret it with 'what happens next!?!' questions and uncertainty)
• offboarding email with testimonial or feedback request

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These content pieces shape your brand experience far more than any carousel post ever will.

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Listen. I know it's easy to wrap yourself up in perfecting your marketing (aka the things that attract your best-fit clients), but if you want to retain your best-fit clients? Your brand experience has to match the story you're selling.

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One of the things I'm most proud of with my business is how every single client I've worked with since 2022 (the first two years of business, I was still ironing out the kinks, so I can't make the 'every' claim for 2020-21, but even then it was damn near close) has:

• renewed their contract for an extended period,
• continued working with me in some capacity (be that coming back at a later date when they needed support or funneling into a different offer),
• and/or referred me to a new client.

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Every. Single. Client. 🤯

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Marketing alone doesn't make that happen. But a solid brand experience certainly does.

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So when I say ✨content✨ will help you grow your business, remember that content goes far deeper than social media.

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All these content assets are sitting right there in your brand ecosystem, silently influencing how people perceive your value. Make it count.

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Until next time,

Marissa

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