Content Marketing
Enchant Your Audience
Content needs to be highly relevant to your audience. It provides value and supports marketing activities such as SEO, social media outreach and marketing automation.
Content Marketing Research
- Who are your audience? How are they split into groups and how do content preferences differ between groups?
- What are the hot topics in your market? How do these vary across audience groupings?
- Which stages of the buying cycle are you targeting, what do they want to know at each stage?
- What content do competitors produce, what is working well for them? How will your content cut-through and elevate your brand?
- Which content formats are most popular with your audience? Which is most appropriate for each stage and message of your content?
- What actions do you want to see taken after someone consumes your content?
- Do you learn anything when people consume your content? Can your audience hand-raise in different ways to indicate specific interest, or sales readiness, through their choice of content engagement?
We can help you with market research, competitor research and buyer profiling to develop insight into these areas.
From content to customers…
Mapping Content Marketing to the Buying Cycle
In addition to specific content, we need to determine appropriate messaging to convey at each stage – linking back to brand and solution/service/product differentiators.
The Magic Begins…
Creating Engaging Marketing Content
In some cases, you may have subject matter experts in-house who can be interviewed and used to generate insightful and engaging content. In most cases, there is a need to pull together threads from influencers and authorities on a topic to create something greater than the sum of its parts.
External experts, customers and even your customers’ customers can provide valuable insight and information. In turn, this can be used to create compelling content. Using external references in your content improves credibility. Furthermore, this also provides another avenue to promote the completed content.
Good content marketing allows individuals to access product-centric content when they are at the appropriate stage. We can help you achieve the right balance here and always provide links to help your audience find more when they are ready.
Content should have a long enough lifetime to result in a significant ROI. Consequently, we suggest shattering larger content items (e.g. white papers) into smaller chunks (e.g. infographics, videos and blog posts). This approach enables you to push the same information out in multiple formats, over a longer timeframe. Maximum value can thus be extracted from all research and information gathering efforts.