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Content Marketing

Content marketing is a bit of mystery to a lot of people. Quite simply, great content is the foundation of all effective digital marketing.

What is content?

‘Content’ means any word, image, video, or sound file that you use to communicate with your audience. Search engines would not exist without content. Neither would YouTube, Facebook, LinkedIn or Twitter. What those websites do is amass vast collections of content and make it easy to search and consume them in realtime.

Any time you tweet, update your website, write a blog post, post on Facebook, or upload a YouTube video about your business, you are engaging in content marketing. A lot of the time it’s free to do, and that’s why so many billions of pieces of content flood the web.

But how do you cut through all the noise and get your messages in front of your target audience? How do you get people engaging with you? And how do you get them to tell their friends? Why would they buy from you because of it? How do you know if your content is even working for you?

Who needs content marketing

Every organisation can benefit from a well-thought-out content marketing strategy. A good strategy involves identifying where your audiences are most likely to consume content, brainstorming ideas for content, creating an editorial calendar, content guidelines for staff, policies around how to deal with feedback, tone of voice, and a lot more.

The benefits of content marketing

As consumers become more discerning and products and services become more commoditised, the human connection between a brand and its audience becomes vital in setting a business apart from its competitors. Apart from a superior customer experience, the best way to foster a connection is by telling stories. Every business has its own unique story to tell, and the most successful businesses in the digital economy are the ones with the most authentic, engaging stories.

The benefits of a good content marketing strategy are enormous. Brands can amass online communities of millions of fans and followers, who spread the word on new products and services, provide valuable feedback on product ideas, defend the brand when the inevitable PR crises occur, and are fiercely loyal repeat customers.

If you’re in business, you’re probably doing content marketing right now, whether you know it or not. Get in touch today to find out how you can do it better!