Content

Content Marketing

Building trust via thought leadership

• In an age where the web, social and mobile technologies have changed the way we make buying decisions, traditional “push” marketing techniques are no longer as effective as they once were.

Potential buyers are looking for useful, relevant information to help them make the right purchase.

Today, marketing initiatives from organizations that are solely based on self-promotion, hyperbole, and rhetoric are seen by many people as being less trustworthy. Less credible.

What buyers are looking for is information that they consider as being objective, independent, informative and up-to-date – which is where content marketing comes in.

• Content marketing can be defined as being the creation and distribution of media (e.g. articles, images, infographics, videos, white papers, podcasts, etc.) with the aim of attracting your target audience with information that they regard as being helpful in making a purchasing decision.

The objective is to help drive the customer to take action based upon what they read, see, or hear – ultimately leading to some kind of commercial gain.

We help you define content strategy, select appropriate channels and formats, and create and distribute the content.

We also deploy tools to measure the effectiveness of your content marketing to help optimize efforts and maximize Return-On-Investment.

Content Isn’t Just Text

Content marketing doesn’t have to be words on a page. It can just as easily mean posting a video onto YouTube as writing a blog article.

Increasingly, web visitors are choosing non-textural content such as audio (i.e. Podcasts), video, slide presentations, infographics and more.

Do you have the necessary internal resources to deliver such multi-channel content across an ever-increasing range of online platforms? Unless you’re a marketing or media production company, then the answer is probably ‘no’!

Social Media

Many businesses have dabbled in social media marketing over the past few years, with varying degrees of success.

The most common reason why a social media channel isn’t resonating with its targeted audience is to do with the type of content broadcasted. Tweets, Facebook updates, or Google+ posts should not be purely promotional and self-serving.

If your content isn’t interesting or useful in the minds of your audience, it’s seen as just another kind of spam.

Let us help you develop meaningful, relevant and sharable content, engage and monitor conversations. We can also track and analyze metrics to see how you’re doing.