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Content Marketing

Regardless of whether your product is B2C or B2B, the start of a customer purchase journey is usually online, typing questions into a search engine. This is why you need to have a content marketing strategy to answer those questions for your customers.

Content Marketing

Content marketing, as the name suggests, is about promoting the content you have created both online and offline. Content can refer to anything your target audience would find interesting and useful.

When people talk about content marketing they usually think of articles, blogs, reports… anything with lots of words. In reality, content is any format that you produce that contains interesting and useful information.

For example, all of these are considered content formats
  • Articles
  • Blog posts
  • Case studies
  • eBooks
  • Online learning
  • Email marketing
  • Infographics
  • Images
  • Podcasts
  • Presentation decks
  • Videos
  • Social media posts
  • Webinars
  • White papers
  • Webpages
  • Audio interviews
  • Testimonials
  • Product announcements
  • Comparison tables
  • Calculators
  • Forums
  • Press releases
  • Wikis
  • FAQs
  • Jargon explainers
  • Data visualisations
  • 404 page
  • Reviews
  • Demos
  • Live Streams
  • Conferences
  • Academies
  • Guest blog posts
  • Polls
  • Surveys
  • Ads
  • Guides
  • Templates
  • Checklists
  • Reports
  • Vlogs
Content Marketing.

Regardless of whether your product is B2C or B2B, the start of a customer purchase journey is usually online. Not only will the purchase journey begin online but (depending on the product) 60-80% of the purchase journey will be completed online before the buyer contacts the company selling the goods.

In order to meet your prospective buyers early in their purchasing journey, you need to have the right content. If you featured in their early inquiries there is a good chance they will stick with you, so now you need content that will gradually nudge them towards buying your product or service.

Content marketing will also help your SEO efforts. The best practice for SEO is to have a constant supply of high-quality content to optimise. Both these marketing efforts will help improve your rankings in search engines and ultimately bring the right type of traffic, your target audience, to your website.

Too often content fixates on the company, the size, and scale, the technology used, the product features. People are more interested in what the product will do for them. The better able you are to articulate how your product or service will make the customer’s life better, the more successful your content marketing campaigns will be.

The great thing about content marketing is it can be used to fuel other marketing campaigns.

Paid campaigns tend to generate quicker results but are very dependent on the size of the
advertising budget. Content marketing campaigns can be more of a slower build. But once
your content is of a high-quality and you have applied SEO, your content can continue to
rank without having to regularly update the assets.

  • SEO campaigns will use content to optimise for certain keywords
  • Social campaigns will use content to promote your brand and products across the
    different channels
  • Paid search campaigns will use content like landing pages for clicks
  • Digital PR campaigns will use creative content marketing to generate more awareness
    for your brand

Understand what types of questions people are asking about your product or service.

Help the search engines understand the important messages you are trying to get across to your target audience.

Content assets can be repurposed across a number of different media.

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