Hopkins Guides Businesses to Their ‘Why’
YOUNGSTOWN, Ohio – As Eartha Hopkins works with small businesses in the Mahoning Valley and around the world, her attention is on helping them build digital communities that enable them to thrive.
“Everyone is grabbing for your customer’s attention, so it is your ‘why’ that’s going to establish your digital community and customer base,” says Hopkins, owner of The Literary House. “But it also builds a relationship with them, which gives longevity, helps with sales, and gets them to understand why your product or service helps their problem.”
After earning a journalism degree, Hopkins landed a job with an advertising agency, where she caught on early to the trend toward digital communications. She then shifted her work from journalism and public relations to content marketing, which in turn led to the creation of The Literary House.
“I started The Literary House as a way to inspire young Black writers and creators to step into their gifts,” she says. “I believe that reading and writing are the foundation of education and self-development. My business hopefully creates visibility and exposure that younger generations can glean from.”
With The Literary House, she provides digital content to clients, helping them promote their business and products. But most importantly, she makes sure clients are explaining their “why.” When people buy products, it’s important for them to understand what makes it different and why it’s important.
“I believe that marketing is about 80% of a business. I tell people, you can have the best product, the best service in the world, but if no one knows you exist, then you don’t have a product,” she says.
Tools such as a blog, social media platform and newsletters are used to engage with customers and build relationships.
Having just taken on her first international client – based in the United Kingdom – Hopkins plans to expand The Literary House. She’s done work for Unilever, Olay, Women’s Health and Allure magazine. But her attention is also here in the Mahoning Valley. She sees plenty of creativity within the Youngstown area when it comes to Black-owned businesses and wants to support the growing community.
“There are a lot of small, Black-owned businesses that reach out to me and have a clear understanding of the value of content marketing, but don’t have the resources for the services. Hopefully my business can change that,” she says.
This story appeared in the August issue of The Business Journal and is part of our Minority Entrepreneurship Week. Read about our diversity, equity and inclusion platform HERE.
Copyright 2023 The Business Journal, Youngstown, Ohio.