Content marketing generates 3x more leads than outbound marketing at 62% of the cost. What would you do with those efficiencies?
Content marketing is the art of using data driven consumer insights with creative, useful, relevant, & beautiful media. Content marketing is the one differentiator between dominant players in the market, and people fighting for crumbs. Creating relevant content like blog posts, eBooks, newsletters, resource guides, videos, visuals, and interactive content that your customers love is no easy task. The upside is that with our proven process we can almost guarantee results for your content. Rather than aiming just at keywords or trying to land headlines, we actually work to improve your conversion funnel and ability to cross sell existing clients.
Benefits of Content
The Story That Got Us Here, Won’t Get Us There
David vs goliath. Cane and Abel. The American Dream
These are all classic stories that conjure a mental script in a just a few words. We take pride in generating that same level of emotional recall in your customers.
Our secret is that we build content marketing campaigns that make your customers feel like heroes. By the time we’re done your customers root for you to win. This foundation of trust is exactly why content can increase engagement, conversions, & finally revenue.
First we strategize to create a winning plan that melds your goals with our audience research. Next we reverse engineer the stories your customers want to be apart of. Finally we deliver the content and promote it to the relevant areas where your brand’s message will have the strongest impact.
Nothing has shifted the marketing landscape more in the past decade than content marketing. It has totally reshaped customer expectations and the work that we must to do achieve results. With the attention of customers getting thinner, we need to do everything we can to keep customers engaged and interested. It’s not easy, but for the businesses that can do it, the returns are massive.
Our Content Creation Process
Content is powerful because it provides a rare opportunity to connect with your customer base, and lend them a helping hand across the void of the internet. Being a trusted figure takes a massive amount of expertise, and we do everything we can to understand your industry. Whenever we make a piece of content we don’t hit a certain word count and call it a day. We always seek to bolster a larger business goal.
An under appreciated part of any good marketing strategy is studying and understanding what the best of the best are doing. We believe that a well trained content marketing team should constantly be testing different approaches to reaching customers, and striving to understand your market. We also like to dig in and actually analyze what your key competitors are up to at any given point in time.
The single biggest factor that determines success in any content marketing effort is understanding the key motivators in the lives of your customers. We gave up on the process of creating imaginary Ian “personas” and tacking cute pictures on the walls a long time ago. Instead we look at real user interaction data on your site and use as much real info as the market and your sales team can provide to generate a content marketing strategy that works. Luckily we also have a many tactics in our toolbox for finding the competitions most popular content pieces as well.
One of the key tactics for any solid content strategy is a thorough understanding of what holes you have in your current conversion funnel for buyers, and the gaps where competitors might be filling your customers in. Our goal is to understand the limitations of our current content strategy and everyone else’s so that we can bridge the gap in users minds and control the buying decision.
There is already a wealth of information on your customers on your site. We dig into your analytics account to figure out what customers interact with most on the buyers journey. From there we create content based off of what has worked in the past and in your industry. This gives us the power to influence the buying process before customers even think to engage with your sales team. If you have CRM data that’s even better. Our central thesis is that a solid understanding of the market (i.e. what content works in your space) and how customers actually buy creates the greatest potential for growth.
The brainstorming stage of our work is where things get really fun, we have a solid foundation of data on your customers, now we can turn that into magic. We take off our lab coats and ditch the spreadsheets. Over the years we’ve developed an unparalleled process for bouncing ideas off each other until we’re black and blue. The end results of our process is a stable full of wild ideas and novel combinations of Nobel worthy content that’s never been seen before while still having a data backed key to success.
You’d think anyone that offers content marketing would have this component down, but the fact is that most content marketing campaigns fail right here. We strive to fill the gap between SEO ready content that’ll rank well over time and a reading style your clients will love.
Let’s face it, attention spans are at an all time low. One of the things that really sets us apart is our ability to design and use imagery and customized diagrams to grab the attention of your customers. This improves overall engagement, increases the chances of customers sharing, and improves ranking performance over time.
Nothing we do exists in a vacuum. We go the extra mile to make sure that you approve of our work before it goes live. We always send over content for final approval and make any additional tweaks you’d like before going live.