It’s not enough for companies and brands to think like a publisher anymore, they need to act like one too. Content feeds the search engines; it allows them to build up a picture of trust and relevancy for your business. Content also feeds your audience; it helps them trust you and understand more about you and how you can provide value to them.
Good content works. Content for content’s sake doesn’t. The principles of our content marketing are simple:
The right message to the right person at the right time through the right channel on the right device.
Producing high-quality content, at the right volume and appropriate frequency being promoted in the right way, through the right channels helps you to cut through the noise and connect with your audience.
There are four key elements in any good content marketing strategy:
Content Planning
We create strategies that help brands drive engagement. This is only achieved by effective research and planning to ensure that the target audience has been identified, the right demographics and psychographics have been chosen and the content strategy and narrative resonate. We’ve identified the most effective publishing frequency and the content calendar and campaign management structure is in place.
Creative
Through the planning phase, we will have identified what type of messages we want to deliver and to whom. Previous content published will have been evaluated to know what’s worked before, content published by either you or your competitors that your target audience have engaged with.
All of this feeds the creative team to help them understand more about delivering the right message to the right person at the right time through the right channel on the right device.
Creative ideas are generated and shared, defined and refined to create a clear and consistent message with subtle differences, depending on which channels the creative will be used. All of the creative is designed for one thing, to encourage positive engagement
Editorial
It’s essential that editorial control is in place as defined in the planning to ensure all content meets the brief. Our creative copywriting team will work with you to deliver the message within all content with a clear call-to-action and words which resonate with the audience.
Content Distribution and Promotion
Creating content that engages your audience is the first step, but that content then needs to be placed in front of the audience in a way that will best engage them and allow your audience to build.
Content promotion, content syndication, outreach, social media advertising, PPC, native advertising and more all play a part in surfacing your content to the right audience. During the planning phase, we’ll have identified the right channels to use, how the content will be promoted, the budgets that will be required and the reach that can be achieved.
And of course, with everything being trackable and measurable, then everything is also reportable, enabling us to know which content worked best to achieve the goal.
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