CONTENT MARKETING
On-brand, timely and consistent content.
Compelling content is arguably the most important element of digital marketing strategy. As it is the tangible ‘thing’ a business shares to communicate its points of difference, content must be meaningful and useful to audiences.
A business’ website is the main hub or the “home” of all content - it’s where content lives. The ‘marketing’ in content marketing ensures a single piece of content is disseminated and shared strategically beyond the website to achieve maximum impact and reach.
The process can be broken down into two components:
Content development: content (in all its forms), is developed to address business objectives (e.g.: sell products, drive event registration, membership sign ups, build brand awareness etc.).
Content dissemination: content is published to appropriate areas of a website (i.e.: news section or blog, landing pages etc.). Once live, links to content are shared as appropriate online (i.e.: social media, eNewsletters, external news outlets etc.) to achieve maximum reach.
More than words, content can also include video, imagery and graphics.
Content marketing services
Strategy development: Following detailed investigation, comprehensive content strategy document is produced giving clients confidence to develop and disseminate valuable content themselves. Includes guidance on:
How to produce regular and consistent website content that is on-brand and on-message using pillars and themes approach
How and where to disseminate content
Audience insights
Content production: Content development based on business needs across a range of mediums including:
Website - webpage or news articles
Podcasts - recording, editing
Video - production, editing
Ongoing monthly content marketing: Based on budget, a bulk amount of hours per month is allocated to deliver the following activity (at a minimum):
Develop up to four website news items (including SEO) per month based on business activity/objectives
Develop, test and distribute monthly eNewsletter to stakeholders to leverage website news content
Leverage website blog articles for use across owned social platforms and external outlets (as appropriate)
Monthly reporting to ensure continued improvement
Can be bundled with social media services