Content marketing can help your company connect with your target audience in a number of ways. It’s not just about producing content that gets lots of Facebook Likes or Tweets, a content marketing campaign also needs to bring relevant traffic who are interested in what you do.
We don’t just sit in a room and brainstorm a bunch of ideas, it’s about getting a deep understanding of you, your industry and your customers so that the content ideas we come up with are as likely to succeed as possible. Once we have the right ideas, we move into production to bring the ideas to life. As soon as the content is published, we promote the content to publications where your target audience are likely to hang out, to ensure that we’re reaching the right people.
With such a valid emphasis on good content, it’s essential that we start content projects by gaining a true understanding of your business – learn exactly what you do, who you want to see your content and what you want to achieve. The latter could be brand awareness, backlinks, increased traffic or a mixture of them all. Once we know what you’re trying to achieve, we can strategically go through each stage of our content marketing process from ideas creation to execution and promotion.
Using a mixture of channels, including market data, customer research and our proprietary software, we perform thorough background research on your industry.
Based on the research data, we brainstorm content ideas, validate these with influencers, refine the concepts, and then create a design and content brief.
We use the content brief to create the design, copy and technical implementation of the chosen idea.
This phase ensures that launch goes smoothly. We work from our technical checklist, which includes making sure tracking is set up correctly and social tagging is implemented.
Using a mix of owned, earned and paid channels, we promote the piece of content to ensure maximum exposure to your target audience.
Using a mixture of micro-conversions, well-placed calls to action and remarketing, we ensure that we bring visitors into your conversion funnel.
Finally, we review successes and failures and create a lessons learned document to be used with future pieces of content.
The Underground Cookery School
Underground Cookery School came to us after a website migration had gone wrong and they’d lost a lot of their organic search traffic. Our goal was to fix the migration problems and establish them back to the traffic levels they had pre-migration.
We immediately got to work on finding the problems that had occurred during the website migration and, using our in-house developers, fixed the problems quickly.
Traffic returned to the website after six weeks and we’re now helping Underground Cookery School grow their business through Google AdWords campaigns.