Content Marketing is all about creating and sharing unique content which people actually want to read and engage with. It entails communicating and getting in front of your prospects and customers without going for the hard sell. Done properly it’s a great way to earn trust and credibility thereby attracting new customers and retaining existing ones. Key to its success is producing relevant, reliable and consistent content which can be distributed through a variety of channels including blogs, videos, podcasts, Social Media and digital publications.
As any successful Content Marketing agency will tell you, it’s about having a mix of online content – on your own and others’ websites, as well as on forums and news sites – and offline content with lots of links back to your online presence.
Consumers are becoming increasingly intelligent when it comes to avoiding or blocking traditional marketing activities. They can fast forward adverts on the TV, request not to receive mailshots through the door and skip pages of adverts in magazines. Our Content Marketing services therefore provide a strategic approach to ensure your content is still visible to prospective and existing clients but is subtle enough to educate, influence and effectively change behaviours without using a direct selling approach.
The idea behind Content Marketing is that by providing relevant, informative and frequent content consumers develop a trust and respect for your company which they then reward with new business and loyalty.
We begin with a meeting to get to know you, your business, and objectives. With these insights we establish what you wish to achieve, and start to research which forms of content will fit with your objectives and resonate best with your target market.
Next, we work on the ideas for your Content Marketing campaign and devise an overall strategy to plan out how it will be implemented. Members of the content, creative, and marketing teams will collaborate to come up with creative yet practical content ideas that meet your business objectives, and decide on which platforms and tactics will be used in the promotion stage.
Once a winning idea has been agreed and strategy mapped out, the brief is handed to the creative team to create the content for the campaign. Everything from the copy to the design is carried out at this stage in the process, resulting in engaging content that is ready for promotion across the chosen platforms.
Once the content is signed off and ready to go, we hand it over to the marketing team to spread the message and push it in front of your target audience. Depending on the strategy of the campaign, this could include promoting across social media both organically and through paid ads, placed as content on relevant third-party websites, or promoted through search on your on website.
Combination of strategic, topical and tactical content
Original and actionable content
Personal connection to your target audience
Engaging and thought-provoking
Rich with images, graphics and/or videos
Strong headlines and sub headlines
Content marketing is the description given for the creation and distribution of relevant and valuable content in order to attract a target market to a destination. Content is the collective term used for blogs, articles, infographics, videos and images. Distribution of content can on your own website and Social Media channels or via third-party channels such as ‘influencers’ blogs, online publishers and directories.
It is the job of a content strategist to understand the ‘big picture’ business objectives and develop a content plan which meets this.
Done properly content marketing is a great way to earn trust and credibility thereby attracting new customers and retaining existing ones. Key to its success is producing relevant, reliable and consistent content which can be distributed through a variety of channels including blogs, videos, podcasts, social media and digital publications.
Once you have a fully researched content calendar which meets the business objectives and includes your keywords, good content marketing includes creating original content which is thought-provoking, memorable and engaging – rich with images and videos.
Firstly you need to establish and define your goals, target audience and content channels before setting clear and achievable KPIs (so you know what success looks like). You then assess your current position by reviewing all of your content ‘assets’ such as blogs, videos and images to decide whether you can repurpose or whether you need to create new content. This will enable you to create a content gap analysis and decide which content types will work best. You can then create a content calendar which will plan out your campaign.
Content marketing is all about creating and sharing unique content which people actually want to see. It entails communicating and getting in front of your prospects and customers without going for the hard sell. A content marketing strategy is simply the master plan for your campaign.