Our journalistic and storytelling heritage combined with our in-depth channel expertise allow us to carry out content marketing campaigns which deliver real and measurable business value.
Ask 10 different people what content marketing is and you’re likely to get 10 different answers. We see it as a form of marketing and communication which spans multiple channels, multiple content mediums, is highly measurable and is able to meet multiple KPIs inline with your business objectives.
Our agency DNA is a combination of journalistic story telling with deep channel expertise, exactly the things needed to execute successful and profitable content marketing campaigns.
Here’s how we do it.
Content marketing is not aimlessly posting a new piece of written content to your blog week in, week out. That will simply drain your precious resource and budget. A successful content marketing campaign starts with an insights piece followed by a robust execution strategy.
All our content marketing engagements start with a full auditing process. We audit your own website to see what content resonates with your audience and what doesn’t. We do the same for your competitors and find out where they’re winning and any opportunities they’ve yet to discover so that you can get there first. We look at the content your market is craving, the medium in which they wish to consume it and how your brand can fill the gaps.
Making you Relevant and Visible Throughout the User Journey
The pre-purchase user journey contains more steps that you probably think it does and to move a potential customer to the next stage of that journey, you need to meet certain criteria and answer specific questions.
Using a combination of industry leading insights tools and the knowledge you share with us about your target customers, we will find out what process they go through as they engage with your business and go on to become customers. We will ensure that you’re visible to them throughout their journey and minimise the risk of them choosing one of your competitors.
Overarching Content Themes
We see it far too often – brands creating content on one channel and then promoting completely different content on another channel.
We see content marketing as channel agnostic, we put together overarching campaigns which all channels must feed into and amplify with a coherent message. We ensure a consistent tone of voice and brand image regardless of platform, content medium or publication. After all, we will have a deep understanding of who your target customers are so we’ll know how to speak to them. Whether they’re browsing Facebook or reading a page on your website, they’re the same people who care about the same thing.
Content and Creative
Being specialists in the agriculture, animal health, fieldsports, country lifestyle, energy and rural tourism sectors, we are able to produce content with the knowledge and passion it needs to succeed.
As a full service agency, we can also produce in-house all the creative assets we need for any content marketing engagement whether that be infographics, interactive landing pages, microsites, photography or video.
Great content isn’t so great if nobody sees it. As part of our content marketing strategies, we include a multi-channel amplification plan.
The content we create where relevant will rank in Google, be pushed out on social media, outreached to the media, have influencers on board, go to your email subscribers and will be amplified through paid media whether that be paid social, display or search.