We want to know your audience better than we know you.
The biggest mistake we see is businesses diving into content marketing without considering the people who they want to engage.
So, what happens? The initial enthusiasm for content marketing starts to waver and eventually you’re left scrambling through Analytics trying to remember exactly why the hell you were so determined to write those 3 blog posts a week.
We will not let that happen.
The first thing we do is sit with you, lock the door and nobody comes out until we’re all agreed on the types of people your company wants to help. Yes, help. Not, target.
By the time you leave the room, you will feel confident that everyone’s energy is going to be channelled in the same direction. You’ll have clarity around the types of customer you want to engage, why you think you can help them, and how together, we will craft the messaging that hooks them in.
But, what about data?
Ah, data. We haven’t forgotten you.
It’s time to do the detective work.
We’ll research where these people are talking, what they are talking about, what they are searching for and what they are sharing. We are desperate to pinpoint the moments that light up their day and to the contrary, the dark clouds that loom over them.
Less clouds + more light = greater ability to clearly see your customers. They are beautiful. Let’s dive into our content marketing services.
What’s going on here then?
We’re not here to tell you that you’re efforts for the past 4 years have been completely wasted.
Nobody needs that.
But, we’re naturally curious creatures. We need to know all the quirks and nuances of your content and what it is that you’ve been busy with.
Why? Because it’s entirely possible that there are small signs of what’s already engaging your audience that you’re completely unaware of. This is a great start and something to capitalise on.
When auditing the content on your site, we consider both SEO factors and engagement metrics to determine whether your current content is optimised for search and valuable to users.
You will find out where the immediate SEO opportunities lie and which pages need a little TLC to improve your customer’s experience.
All of this information then begins to shape your future content strategy.
Competitor Content Analysis
Take what you need and be on your way.
Competition is EVERYWHERE. But as intimidating as that sounds it means there’s a fountain of activity from which we can derive ideas and inspiration.
With competitor analysis, we get our heads down and keep our eyes open. We do our homework on your online and offline competitors to understand what digital marketing tactics they are undertaking to improve their online performance and communicate their message. Nothing they are doing escapes our attention.
The good stuff, we make better. The bad stuff, we ignore.
Our in-house tool, the Keyword Opportunity Finder sits at the heart of our search campaigns. It allows us to compare up to 10,000 keywords across 10 competitor websites. Better yet, we can show you the exact pages that competitors are ranking for. With this in our ammunition, we can quickly identify the keyword opportunities that you need to target.
Content Strategy and Measurement.
Think it, then ink it.
This is where all your research, data and ideas come together.
Having a documented content marketing strategy inclusive of your goals, KPIs and targets is essential. We are not budging on this.
Why? Without a plan, you lose sight on those beautiful customers that you intended to help.
You’ll know exactly what we’re doing, why we’re doing it, who we’re doing it for and how we’re measuring the results. Anyone in your business can pick this up and understand the objectives of our work.
Loud and proud, we’ll send you a dedicated content marketing report each month detailing the success of your onsite and offsite campaigns.
Content Production, Copywriting and Optimisation
Make it stick.
In its simplest form, content is just the medium through which you communicate your message to the world.
It’s time to blow our own trumpet. Our content team boasts a Journalism MA, Marketing BA and a NCTJ Level 3 Diploma in Journalism. They are ready to sculpt and deliver your message.
In addition to this, SEO is integrated into everything that we do. It should be, we’ve been doing it for over 12 years. Your content will not only light someone’s day, but it will get search crawlers all kinds of excited.
Oh, just one more thing before we go. We’ve got BrightonSEO up our sleeve. This means we’re directly connected to the very best designers, developers and videographers in the industry. Producing the right content format for your audience is a breeze.
Sometimes, they just need to hear it from someone else.
Your website isn’t always the best place to get your message across. Occasionally, the opportunity for your content to have the biggest impact is when it finds a home elsewhere.
You can’t deny the phenomenon that is the online influencer. Every culture and subculture has them. They tell us what’s hot, what’s not, who to buy from and where to buy from.
We identify, research and engage with influencers who can introduce you to their audience. In doing this, we gradually extend your network and increase your brand exposure to niche demographics.
There is no better marketing communication than word of mouth.