Content Marketing

OUR CONTENT MARKETING OFFERING

There are many options available when it comes to carrying out content marketing, which is why we don't offer one standard approach or plan for content marketing. Instead we'll assess your needs to determine how we can best assist you.

In comparison to other forms of digital marketing, content marketing typically requires a higher level of involvement from your team in order to create content that is genuine and accurate. After establishing an initial strategy, some of our clients are comfortable handling all content marketing efforts in house, while others prefer to have our team of writers handle the bulk of writing.

Based on your specific needs, we will recommend some combination of the following activities:

Personas

Personas are fictional characters that represent your main or targeted customer segments. They are a key component to a successful content marketing plan because they help us understand what types of content will be relevant and interesting to your audience. In addition to gathering information from you, we also conduct market research and review existing site analytics to create your customised personas.

Content audit and recommendations

If your website has existing content, our content strategist can review all website content, including text, imagery and videos, to identify areas for improvement and leverage existing areas of strength. The audit may also contain tactical recommendations on optimal website usability, including site navigation and calls to action. The audit can take your entire website into consideration or focus on one or two key areas, depending on your goals.

Content catalogue and guide

Based on our understanding of your objectives and the needs of your target audience, we create a comprehensive catalogue of content pieces that could be published on your website. We will also provide guidance on the purpose, style and tone of each item.

Editorial calendar

For clients who plan to publish content on an ongoing basis, we can provide an editorial calendar outlining a schedule for regular content publication. This is particularly helpful for clients who plan to handle all content creation efforts in-house.

Copywriting

Our experienced team of writers can create content for your website on an ongoing basis or as a one-off service (e.g. full site copywriting). Using a combination of the tools listed above, our writers create content that is unique, relevant and compelling to your target audience.