SOCIAL & CONTENT

How will you be able to write about our industry? How will you know which topics to choose?

We’ll take the time to get to know your business inside out and build a strong collaborative relationship with you. Together, we’ll identify the topics that most resonate with your audience and develop content they genuinely value. 

Do you only do digital content?

Not at all. For the right campaign and brief, we integrate offline channels such as direct mailers, PR and printed marketing. That is all determined as we unpick and understand your business, audience and goals. 

How will we know whether our campaign is working? How will we measure success?

We use a wide range of measures to get a rounded picture of your campaign performance. 

Instead of focusing on obvious metrics such as the number of ‘likes’, we dig deep into commercially relevant stats like website traffic, event ticket sales, email open rates and direct sales enquiries. 

What is content creation in marketing?

Creating content is all about building a relationship with potential customers by offering them something of value up front – often through digital channels, but not always. 

Providing valuable content builds familiarity, gains trust and encourages reciprocity. In other words, because you give your prospects something useful or interesting, they are more likely to keep you in mind when the time comes to buy. 

What types of content should my business be creating?

The type of content you produce depends on the nature of your business and your industry, as well as the experience and expertise you can draw on. 

If you provide a service, aim to give readers a sense of what it would be like to work with you. If you make products, aim to give them the information and advice they need to choose your offer over competitors’. There's a place for being 'salesy'. Be mindful of always directly pushing sales. Sometimes we like to be amused, educated or intrigued instead and that can longer term lead to being more receptive of sales-focused content. 

What is marketing automation, and how can it save time?

Marketing automation uses software platforms to carry out tasks such as sending preset email sequences or posting content to social media channels at certain times. 

It saves time by taking over repetitive or standardised activities, freeing up humans to work on more creative aspects of the campaign or improve its performance. 

How can consistent content build brand awareness and trust? 

When you post content consistently, you build up your image as a business that has broad knowledge and a consistent, reliable approach. It helps an outside audience better understand what you offer and what you're like as a business and brand. 

You can think of it as a virtual ‘preview’ of the future working relationship: your content plays a similar role to the one that you would play if you and the reader were working together for real.  

How do you create a content strategy that aligns with marketing goals?

It’s all about knowing who you want to reach and the outcomes you want to achieve. 

As part of your marketing strategy, you will decide who your target customers are, what problems or situations they might be facing and why they might buy from you. 

Your content strategy aligns with this by intersecting with customers’ most likely ‘touchpoints’ on their journey from initial, high-level interest through to researching a purchase and ultimately deciding to buy. 

For example, you could create a general overview of the type of product/service you offer, a more specific buyer’s guide and a ‘what to look for’ article, aiming to support customers as they progress towards a sale.