Content Marketing

Why is content marketing so important?

Why is the sky blue? Content marketing works because it starts with what your prospects need to know instead of what you need to tell them.

Content is also the fuel of marketing, powering the Big Three disciplines:

  • Search – if you don’t have great content, you won’t rank on the search terms that your prospects use

  • Social – content gives you something to bring to the social media conversation — don’t go empty-handed.

  • Outbound – content offers outperform product offers in email, PPC and web banners.

 

How we do Content Marketing

We’ve been evangelising content marketing for over ten years and we’ve captured a lot of our thinking about it through media development and management for superbrands such as Formula1 and Manchester United.

We’ve learned a hell of a lot about delivering successful content marketing campaigns at scale. At this point, we really do know what works and we’ve captured that in a process:

  • A rigorous methodology

  • Developed over dozens of engagements

  • Built on insight

  • Generated from an intensive first phase

  • Fueled by data

  • Collected before, during and after every step

  • Delivered in long-term, rolling programs

  • Built from modules that reflect what you need

  • That multiply return on investment many times

  • Over ad hoc content marketing

What works is a long-term commitment from your top people. So that’s what we ask for: a commitment to follow the program, learn from the data and stay the course.

 

Content Marketing programs

Our content marketing programs often combine these pieces:

Content Audit

In which we figure out all the content assets you’ve already got, in whatever format or state. (Hint: you’ve got a lot more than you think).

 

Content Strategy

We work in collaboration to determine your goals, personas, priorities and gaps in the market, then turn them into action plans, editorial calendars and KPIs.

 

Content Development

Where we identify ideas for killer content, then write it, design it, produce it and buff it up ready for your audience.

 

Content Distribution

Driving your content to market – and your market to your content – using social media, search marketing, email, pay-per-click, banner campaigns, customer magazine… whatever.

 

Lead Nurturing

By using marketing automation to move prospects along until they’re sales-ready.

 

Content Analytics

Setting up the right metrics and the best ways to track them, whether that means Google Analytics, Marketo, Radian 6 or SEOmoz. We’re technology-agnostic but data-obsessed.

 

The bottom line?

We’re content marketing people and we’ve got a process and methodology that’s as close to guaranteed to work as it’s possible to get in this crazy, mixed-up world of marketing. If you’re ready to harness the power of content, do give us a call.

 

The bottom line?

We’re content marketing people and we’ve got a process and methodology that’s as close to guaranteed to work as it’s possible to get in this crazy, mixed-up world of marketing. If you’re ready to harness the power of content, do give us a call.