Content Marketing

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
Content Marketing Institute

Putting Your Content to Work

Gone are the days of relying solely on a direct mailer or radio spot to fulfill your marketing needs. Content marketing is a mind shift that focuses on creating content with a specific purpose — adding value to your audience. Encompassing a number of other service lines, content marketing is an overarching strategy to putting your content to work.

Our Content Marketing Team works with you to create truly useful, valuable content that drives brand awareness, generates inquiries, and matures your leads into bona-fide customers.

Developing Your Strategy

A major benefit of content marketing is the ability to tie your tactics and actions directly to marketing and business objectives. We take the time upfront to help define and determine the ROI of your strategy. Validating your return will provide sales support and justify your team’s marketing efforts.

An effective content marketing strategy can be broken into three distinct buckets of action: creating content, distributing it efficiently, and promoting the content so your target audience can find it.

1. Creating Relevant Content

We help your brand develop engaging, relevant content that truly solves a problem that your audience has. We are here to support your content efforts with in-depth content strategies, editorial calendars, and the tactics necessary to reach your marketing and business goals. Different types of content include:

  • Blogs
  • Gated Content — ebooks, guides, checklists, whitepapers, etc…
  • Organic Social Media Posts
  • Videos
  • Co-Branded Content
  • Interactive Content — demos, webinars, calculators, etc…

2. Distributing to the Appropriate Channels

Often overlooked, determining the appropriate channels will help your content reach your target audience. Using customer journeys, audience personas, and content marketing funnels, we are able to decipher what marketing avenues are the most effective for your audience. Some of these channels can include:

  • Organic Blogging
  • Social Media Platforms
  • Email Marketing
  • Earned Media
  • Influencer Marketing

3. Promoting Your Content

The final piece of the content marketing pie is the promotion or amplification of your content. It’s important to ask the question “How will my target audience find this content?” and we are there to determine the best strategy moving forward. Largely covered in our advertising service line, content promotion can come in a number of effective methods. Here are few of the most common paid promotion channels that we support:

  • Social Media Advertising
  • Programmatic Display
  • Paid Search
  • Direct Publisher Display
  • Paid Influencer Marketing

Related Work