What is Content Marketing?

Content is everything and everything is content

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Blog Posts Done For You

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“Content marketing is a 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.”

- Content Marketing Institute

Content Strategy

While you may want to dive right into content production, don’t underestimate the importance of a sound content marketing strategy.
The development of a strategy will help you to generate a better understanding of where you stand currently and what you need to do to get to where you want to be.

One of the most important parts of this process is organizing the development of buyer personas. Even if you already have them in place, it’s important that we evaluate their quality and identify ways to strengthen them. This is a critical first step; as the personas created will then be used to guide the direction of future content creation.

We will work together to perform an audit of your existing content. You may have a handful of whitepapers or a dozen blog articles that could be repurposed or reformatted to provide you with a starting point for content creation.

Once we have a sense of what you want to publish, we’ll help set you up with a way to organize your content efforts. We’ll work together to build a custom content marketing editorial calendar. Depending on the amount of content you intend to publish, this may be broken down into separate calendars – blog, social media, and email.

This is a critical step because it helps us both visualize progress, frequency, publishing patterns, etc.

Content Creation

“We don’t have time to create content.”
“Our industry is far too boring for us to create anything of interest to anyone.”
“Our audience doesn’t use social media.”

Sound familiar?

Oftentimes, the concept of creating content can be incredibly overwhelming for businesses that are used to traditional marketing methods.
While your exact content recipe will be unique, most businesses will benefit from a blend of blogging, email, social media, and page content creation.

We commit to learning as much about your individual business so that we can be well-versed in your business and unique needs. This well help to ensure that the content feels authentic and is aligned with your goals.

Content Optimization

Today’s consumers aren’t being shy about doing their own research.

If you want to be sure that your content is being found by those looking for solutions to their problems online, you need to be aware that creating the content is only half the battle. Content needs to be both visible and optimized for it to make an impact on your business’s bottom line.

With content optimization, we’ll help you achieve increased visibility and conversions by using keyword research, SEO best practices, user behavior, and competitive insight to craft your strategy.

However, it’s important to understand that optimization isn’t a “task” that can be simply crossed off your list. When approaching content marketing optimization as a service, you’ll want to think of it more as an ongoing process.

Content Promotion

If your business is looking to get your content into the right hands at the right time, a content promotion strategy is necessary to help you get there.

We know that many businesses currently operate within the “if we build it, they will come” mentality, we’ll work together to expand your current reach.

While there are an overwhelming number of outlets for content distribution, being able to identify which ones generate the greatest return will save time and budget. This starts with an analysis of your current distribution channels as well as how your competitors are promoting their own content.

While this will typically include channels like email marketing and social media, we can use the buyer personas to uncover alternative platforms that might have been overlooked.

Content Maintenance

Having stale, outdated content is worse than having no content at all.

Let’s say you have a post you published months (maybe even years) ago that is still driving a significant amount of traffic online. If that content is left untouched and becomes outdated, it’s likely that your visitors that land on the piece of content won’t get what they need, and as a result, they’ll leave unsatisfied.

If your website content hasn’t been updated in several years (Don’t worry, this isn’t uncommon), you should start by making a note of which pages should be prioritized based on your business goals.

This can be a big boost to your search engine performance because Google loves fresh content.

Content Reporting

There’s an old business proverb that says, “You can’t manage what you can’t measure.”

Content marketing reporting services will provide you with numbers you need to adjust your content marketing strategy so it aligns with what’s actually working.

We’ll first determine what success looks like to your business.
Does it mean driving more traffic? Increasing social engagement? Doubling newsletter signups? More customers coming into your local business?

This will help us identify more meaningful KPIs and set well-defined goals based on these indicators. Then, when it comes time to run a report, We’ll know exactly what information you want and need to know.

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