The catch-all is ‘content marketing’ but that really over-simplifies things. It’s actually a diverse mix of digital, editorial, creative and good old fashioned strategic thinking, designed to generate, nurture and convert leads.
Whether you’re just starting out with content marketing, or have a fully dedicated resource and just need some fine tuning to make it work, we can help.
Why a programme?
Because content marketing is an iterative process. A continuous series of small experiments to discover exactly what works, test new ideas and importantly, get your lead flow working better than ever, at the lowest possible cost.
It’s a lab testing mentality. It means stirring things up. Tweaking the formula. Continuously inventing (and it’s why we’re ‘ologists’.)
Ready to find out how we could help boost your lead pipeline?
The five pillars of effective content marketing
From awareness through to advocacy, we’ll map, create and optimise your content strategy against your commercial and marketing objectives.
It could mean a personalised digital campaign, an unusual content format, a CRO re-think or a roll-our-sleeves-up research job on a target persona. Either way, it’s about bringing purpose to your b2b marketing efforts (and budget) and getting results.
A carefully scoped plan in the context of your challenge and your audience.
27 painstakingly developed processes (and counting), covering all of the marginal gains that deliver results.
A genuine focus on creativity and editorial excellence to elevate content performance.
A blend of newsroom level journalism and digital wizardry, producing content that really stands out.
Tactical promotion and conversion activity with a healthy dose of curiosity built in.
A 10% minimum time commitment to R&D – technologies, channels and creative next practice – to find new ways to engage and stay ahead of the pack.
An understanding of programme performance and yield at a granular level.
Investment in an attribution framework, delivering 100% transparency on ROI.
A programme of incremental improvement to drive better results.
A dedicated team sweating the small stuff to improve performance and reduce acquisition costs.