Content marketing may seem like a challenge to get started and maintain, but it helps create a connection with your customers that benefits both of you in the short and long term. Image via Getty Images

For startups and established companies alike, content marketing is king. It is one of the most well-respected methods for growing brand recognition, establishing a reputation for expertise in a field and engaging your target market.

In fact, according to Mailchimp, businesses with blogs obtain 67 percent more leads than other companies and 88 percent of consumers credit branded videos for convincing them to purchase a product or service. Even better, one of the biggest benefits of content marketing is that it allows you to capture the attention of your audience without a hard sell.

So, what is content marketing? Coursera provides a simple definition: content marketing is the marketing strategy of creating articles, podcasts, videos, infographics, and other types of media to engage and retain potential customers. But let’s dig a bit deeper. In order for this content to be effective, it needs to be relevant and valuable. The content should help establish your organization’s reputation as an expert in the field, but it should be primarily focused on addressing the needs of your audience in one way or another.

What are some things to focus on when developing a content marketing strategy? Begin with the end in mind. What are you trying to gain from this strategy? Are you looking to increase brand awareness and build your list? Working to generate immediate sales? Build partnerships? Establishing your goals will guide the rest of your planning and implementation going forward.

Know your audience

It is also critical that you have a thorough understanding of your audience. For starters, this involves understanding your market’s demographics, needs, common communication vehicles, and preferred content formats. In regard to your strategy, you also need to understand what stage of the customer sales journey you are trying to appeal to. Are they ready to buy, or just at the ‘getting information’ stage? Or perhaps you want to connect with existing customers to retain their business and generate referrals.

Keep concise and organized

To make the most out of your strategy, make sure the content is engaging. You may have the answer to your customers’ challenges, but if it is presented in a way they cannot connect with, you will lose their attention. Work to create content that is relatable and easily digestible. As you continue to develop your content, find a way to serve it up in an organized manner and deliver it on a consistent basis.

Track analytics

Also, you want to make sure you are tracking the performance of your content. Analytics will help you understand if and how your content is being engaged with, providing guidance on what to adjust, what to scrap and what to do more of. There are several tools available that will provide these metrics, but before you look to spend on something new, it is helpful to understand the resources you already have through your site metrics, email platforms, etc.

Finally, make sure your content isn’t outdated, and check for broken links or statements that contradict your other content.

Content marketing may seem like a challenge to get started and maintain, but it helps create a connection with your customers that benefits both of you in the short and long term. At the end of the day, many businesses find content marketing is a strategy they cannot live without in today’s fast-paced environment.

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Katherine Rupp is marketing director of LevelField Financial, a Houston-based financial services company.

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Houston mental health nonprofit expands platform statewide to connect more Texans with care

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As mental health conversations evolve, the necessary pivot becomes how organizations across Texas navigate improved ways to help people access the care they need before their challenges become crises.

That’s why Mental Health America of Greater Houston recently announced that it is expanding its Care Connect platform statewide.

The expansion will address perhaps the most persistent barrier to behavioral healthcare—helping people find and navigate services that already exist.

Care Connect’s extended reach comes at a time when more than 3.5 million adults in the state live with some kind of mental health condition and scores of those in need continue to struggle with accessing care despite the growing awareness of mental health needs.

According to President and CEO Renae Vania Tomczak, Care Connect’s main goal was to remove as many obstacles as possible that Texans face when seeking mental health support.

“Care Connect was about a two-year planning process,” Tomczak says. “It really began with asking what challenges people in the Greater Houston Area were facing regarding mental health. It’s not just accessing care, but the difficulty in navigating the mental healthcare system.”

While provider shortages remain a challenge in some communities, Mental Health America of Greater Houston found that many individuals and families struggle simply to determine where to turn, how to identify the right provider and whether services are affordable.

“We wanted to make it easier for people who have questions, who may never have had a mental health challenge before, or they’re a caregiver for somebody who has a mental health issue,” Tomczak says. “We wanted to be the place that people can come to get their questions answered and be connected to care.”

Care Connect combines a vetted network of more than 1,000 providers and services across Texas with personalized navigation support.

Searches generate care results based on insurance coverage, language preferences, ZIP code and clinical specialties.

Additionally, one-on-one guidance and follow-up support are provided by bilingual resource specialists.

The platform also seeks to address affordability, one of the most significant barriers to mental healthcare access. Through participating providers, eligible individuals can receive six to eight counseling sessions at no cost.

“We have several providers who are willing to provide six to eight counseling sessions at no cost for people who do not have the means to pay for services themselves,” Tomczak says.

When provider matches are unavailable, the organization can connect individuals with master’s-level mental health professionals working under the supervision of licensed clinicians.

The statewide rollout builds on the platform’s early success in the Houston region, where it has helped thousands of individuals connect with mental health resources since launching last fall.

According to Tomczak, the decision to expand was driven in part by growing demand from outside the organization’s traditional service area.

“Last month we decided to take this program statewide,” she says. “It’s not just Houston that can use help in connecting to appropriate mental health services, but the whole state.”

The Care Connect program’s promotion through healthcare providers, community organizations and public-sector partners across Texas is now one of Mental Health America of Greater Houston’s top priorities.

Their goal is to create a stronger referral ecosystem that ultimately helps those who need access to mental health care more quickly.

To facilitate that, the organization has also added free mental health screenings to its website so that users will better identify any symptoms related to anxiety, depression and other conditions.

“Once they do that, then where do they go?” Tomczak says. “They’re not sure who to call and who can help them. At that point, we hope they’ll call us and talk to somebody live who can answer their questions and help them get started on the right path to improving their mental health.”

With eyes on the future, Tomczak believes public understanding of mental health has improved in recent years, particularly following the COVID-19 pandemic, which brought new attention to the effects of stress, isolation and uncertainty.

“The more we talk about it and have the opportunity to share that mental health conditions are traceable, the better,” she says.

According to Tomczak, long-term, Care Connect aims to reduce roadblocks that exist between recognizing the need for help and receiving it.

Ultimately, Care Connect hopes to create a robustly connected behavioral health system that gives Texans the ability to access mental health services swiftly and with confidence.

“No one should have to navigate mental health challenges alone,” Tomczak adds. “Care Connect is here to help connect people with resources, services and answers to ensure they get the care they need to take the next step toward better mental health.”

ExxonMobil sets date to make Texas its legal HQ

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Energy giant Exxon Mobil Corp. has set a date to move its legal headquarters to Texas.

The Spring-based company announced this week that the redomiciliation from New Jersey to Texas is expected to be effective July 1. Exxon's board of directors unanimously recommended redomiciling in the Lone Star State in March, and shareholders approved the move to Texas at the company’s annual meeting in May.

As part of the move, ExxonMobil Holdings Corp. will replace Exxon Mobil Corp. of New Jersey and become the publicly traded parent company. Exxon reports that its shares will continue to trade on the New York Stock Exchange under the ticker symbol “XOM,” and that shareholders do not need to take action.

At the time of the recommendation, Exxon said the move would not affect business operations, management, strategy, assets or employee locations.

Exxon Chairman and CEO Darren Woods added that the redomiciliation was in part due to Texas' business-friendly environment and policies.

"Over the past several years, Texas has made a noticeable effort to embrace the business community. In doing so, it has created a policy and regulatory environment that can allow the company to maximize shareholder value,” Woods said in a news release. "Aligning our legal home with our operating home, in a state that understands our business and has a stake in the company’s success, is important.”

The Associated Press reports that about 30 percent of Exxon's employees work in Texas. Exxon's legal headquarters has been based in New Jersey since 1882, when it was Standard Oil Company.

Exxon moved its operational headquarters from Irving, Texas, to the Houston area in 2023.

Exxon was the highest-ranking Houston-area company on this year's Fortune 500 list, coming in at No. 9. Houston tied with Chicago for the second-most Fortune 500 headquarters on this year's list, with Texas leading the nation for the most Fortune 500 headquarters (57).

“Texas is the undisputed headquarters of headquarters,” Gov. Greg Abbott said in a news release. “The world’s leading businesses invest with confidence in Texas because of our welcoming business climate, predictable regulatory environment, and skilled and growing workforce. People and businesses are choosing Texas because Texas works.”

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This article originally appeared on our sister site, EnergyCapitalHTX.com.