Content marketing: strategy and campaigns

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Content marketing helps buyers who are on different types of buying journey to find information that is interesting and helpful to them.

Our in-house creatives produce branded content, videos, GIFs, digital ads, blogs and infographics to help your brand get seen online. We create dynamic content that gets results.

Content is king. Content has not always dominated the online world, but today content marketing is a prime strategy for any progressive company.

If it were called information marketing perhaps that would help to alleviate some of the 'bullshit bingo' surrouding content marketing. But, to be fair, content comes in many forms: words, video, audio, information graphics (infographics), private, encrypted, public, automated, self-help, dispersed, tagged, blog and social media. In this context, sometimes the content is the medium, and perhaps information doesn't cover the vast range of content types and publishing channels available to today's content generator.

Make the most of the content you already have

Some people refer to content marketing as search plus (SEO plus). Certainly content marketing complements search optimisation programmes (SEO), keyword research, logical website structures and information architecture (IA). At The Allround Creative Agency, we're not precious about what it's called but we are interested in what good content can achieve for our customers.

The good news is that content marketing should not be a drain on resources as most companies have years of archived content that can be revived. Also, most are regularly generating up-to-date-content but may be struggling to get it in front of potential customers.

The new opportunity that content marketing highlights is that individual items and strands of content have a longer shelf life than previously, and they can be re-written or re-purposed for different types of reader and different media outlets.

Tailor core content for specific audiences

The same core information, for example, can have assigned to it a narrative or commentary for viewers or readers from different industries, so that terminology and issue are sector-specific. For example, a product brochure or demo can be fashioned to speak directly to prospects from multiple sectors such as finance, legal, manufacturing, each of whom has separate interests, perspectives and needs.

Fresh, slightly tailored, relevant content helps to overcome the blandness of generic sales material.

Content audit and publishing channel review

A sensible approach to content marketing is to have someone help you to conduct an audit of the content you already have and the content you are likely to need in the future to influence sales. Relatively new terms like content wrangling and content curation are filtering into everyday speak. They are common sense terms for indexing, filing, and calendar and campaign planning so that content is found and activity measured.

Another interesting aspect of content marketing is dissemination, or getting your stuff out there. Back in the day, we were all victims of interruption marketing when advertisers could interrupt us in the middle of something else we probably preferred to be doing, watching TV or listening to the radio. Now we can generally avoid being interrupted, if we choose, and we go to look for information, especially online, when it is timely to do so.

Today we can all be content publishers, with maximum reach at low costs

We can all be publishers. This is where content marketing works for your company and the buyer alike. If prospects are researching, you can provide relevant background content; when they compare suppliers, the same; looking for a demonstration, they can see your video on YouTube, perhaps; looking for more information about your credibility or SLAs, the same, and personalised too ... and so on along the buying path until they make an enquiry or make a purchase, if your content is well structured.

As in all aspects of marketing, at The Allround Creative Agency we try to develop marketing programmes that are easier to use than not to use.