A content marketing strategy that works for you
At The Content Marketing Team, we work closely with you on developing your content marketing strategy alongside a wide range of content marketing services, all individually designed to drive your digital marketing activities forward.
Our team of experts create engaging content, aligned with your campaign objectives, which is then published and promoted across owned, earned and paid media, for the best possible reach and return.
Our content marketing services include:
- website copy
- search engine optimisation (SEO)
- UX writing
- conversational design
- blog posts
- social media
- explainer videos
- case studies
- white papers & reports
- how-to guides
- website design and development
Plus much more besides. Contact us to find out how we can help you better engage your customers.
What is content marketing – and why do we need it?
Joe Pulizzi, founder of The Content Marketing Institute, defines content marketing as
“a strategic marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action by changing or enhancing consumer behavior.”
We believe that great content helps to build trust with your audience – a relationship, if you like – early in the buying cycle, which can, in turn, improve conversion.
The aim of effective content marketing is therefore to create an interest in your brand’s products or services rather than explicitly promote your brand itself.
Your audience should see you as a trusted and valuable source of information, to whom they will come when they make a decision to purchase.
What are the processes for creating effective content?
We find that a systematic approach to the creation of good content pays dividends in the long run.
Firstly, like any great relationship, we want to get to know you. Find out who you are. What you like. And dislike. Who your customers are. And who you would like them to be.
We then develop customer personas to reflect these customers (you may have just one or you may have several that you need to individually target in order to grow your business) before mapping out their buying journey and any obstacles to buying.
Lastly, we agree goals for each piece of work, in order to be able to assess its effectiveness once it has been published.
As a team, we believe that effective content should be well optimised, visually engaging, relevant, consistent with your brand and appropriate in tone for your selected audience. And so we spend our time designing content that is the perfect match for you.
Once created and signed off, we work with you to publish and promote the resulting content across owned, earned and paid media, for the best possible reach and return.
It is not enough to produce good content. In order for it to be great, it has to work. And to measure this, we assess it against a number of different, previously agreed, performance indicators for short, medium and long term impact.
Setting the tone: ensuring your brand voice is consistent
Matching your audience’s preferred tone is key. So is ensuring that your brand voice is consistent throughout. Fans of cask beer may well prefer an entirely different tenor to consumers of caffeinated energy drinks. Just as followers of classical music might be addressed differently to fans of hip hop.
There’s no ‘one tone fits all’ when it comes to effective content marketing. Knowing all about your customer personas should then determine how you engage with them – and selecting the right tone is an important aspect of that.
How does content marketing work?
Done well, effective content marketing will help rank you highly on search engines precisely because it is relevant to someone’s search (remember that 93% of online experiences start with a search engine and that 70% of the links that are clicked by a user are organic, not paid.)
And if it’s relevant, your chosen audience is more likely to stay on your page, lowering your bounce rate.
Effective content marketing needs to be measurable
One of the keynotes of effective contenting marketing is that it has pre-determined metrics and that its effect can be measured.
Typically, these measures can be considered over a short, medium and long term. So, for example, early stage indicators of success might be page visits, post likes, content views and downloads, social engagement or an increase in the number of followers.
More medium to long term stage indicators of success might include lead generation, revenue allocation and sales.
These effects can take time to materialise but they tend to be long lasting. It’s not a short term fix. Rather a longer term investment.
What does content marketing cost?
At The Content Marketing Team, our prices are simple and transparent: we charge all of our services at a flat day rate. Therefore the cost of your content marketing campaign will depend on its complexity and the time it takes to design, develop and promote your content.