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Content marketing is the process of planning, creating, distributing, sharing, and publishing content to reach your target audience. It can boost factors like brand awareness, sales, reach, interactions, and loyalty.


Why is content marketing important?

Content marketing when done right, can educate your prospective customers about your products and services, from showing them what is available, to solving their problems using those products/services; It can build relationships between the business and the customer base, leading to a sense of community and brand loyalty. Simply put, it can be used to boost conversions.

Let’s discuss some common types of content:

1| Social media content marketing

Social media platforms allow businesses to share a wide range of different content types to a targeted audience easily. When planning a content marketing strategy, social media should not be overlooked. Social is not merely a place to encounter target customers before they are in the market, but it is also the place to develop and cultivate relationships with existing customers through the content they are interested in, before encouraging them to take an action

2| Infographic content marketing

Infographics display content, information, and data in an easy-to-understand, graphic format. With a combination of statistics, simple images, and short statements, infographics are an excellent way to communicate your content effectively. They perform well when you are trying to condense an educational piece or a complicated subject down, so it is easier & faster to comprehend.

3| Blog content marketing

Blogs are beneficial for a number of reasons, they can help with SEO, build trust and show authority in your industry. Blogs can also help drive sales by showing context and providing customers with the information to make an informed decision.  Make sure to link to the specific product pages to support the sales process.

4| Video content marketing

Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. (Insivia)

Video is a powerful tool. Due to its versatility it can be used to promote products, share insight into a business or even explain how to do something. Videos are more engaging, more memorable, and more popular than any other type of content out there.

5| Paid Ad content marketing

Paid advertising can help you reach new audiences, retarget existing audiences and be at top of your customers search intent. Examples of paid ads are Google PPC and paid social ads. PPC ads are great for ensuring your website is found in searches whereas Social ads can be used to target an audience that is not actively searching.

“Content marketing is like a first date. If all you do is talk about yourself, there won’t be a second date.”

David Beebe

Modern marketing is less invasive than traditional methods, customers want to be wooed not pushed into the purchasing decision. David Beebe describes content marketing like dating, his point is that you need to look at your target audience and ask them what they are looking for, give insights into the brand, engage the audience with informative content, and then suggest the products/services that could be valuable to the customer.

Consumers are in control – they choose when, where, and how they interact with brands.

You need to look at content marketing as a long-term relationship, you want to make a good first impression and build on the relationship with time.

Where to begin

1| Understanding your goal(s)

Content should never be created just for the sake of it. Instead, consider your business goals and strategy, does the proposed content work towards either of these to help your business. For instance:

  • Are you looking to raise awareness for your brand?
  • Do you need to build your email list?
  • Is this a nurturing campaign or a converting campaign?

In other words, ask yourself ‘How is this content supporting our overarching strategy?’

2| Define your audience

Step 1 & 2 go hand in hand when defining what you want to achieve from the campaign, you need to look at who this goal will be targeting. For example, if you are raising awareness of the brand, your target audience will be based on an ideal customer who has not previously interacted with your brand, however raising awareness of a new product or service would include retargeting existing customers.

3| Choose content types and distribution channels

Depending on the type of content you choose, might predetermine the distribution channels you choose. By understanding your goals and bearing in mind your audience, you can narrow down your content type. Blog content works well for all stages of a campaign, you can attract, engage and delight through a blog, have a sign up for updates to obtain email addresses, provide insightful information to keep customers engaged and include specific product related content to convert. Blogs can be shared easily through social media and email sign ups.

4| Set the budget

Now you have decided what content you are going with and how you’re distributing it, you need to consider any costs that will be incurred and set the budget for the campaign.

Are you creating the content in house or outsourcing? Will you be using paid adverts to promote it?

5| Set KPIs

KPIs or Key Performance Indicators are quantifiable values are used to measure the effectiveness of a campaign against the set goals. Therefore, demonstrating how effectively a company is achieving key business objectives.

For example, if your business goal is to raise brand awareness, you would monitor the site traffic, social media followers, subscription sign-ups, and mentions. However, if your business goal is brand loyalty your KPIs would be returning customers, promoters, product reviews, and referrals.

6| Create & distribute

As it says on the tin! Now you’ve planned it’s time to push the button.

7| Analyse and measure the results

This is where your KPIs shine. Use them to measure whether or not you achieved your goals, if not, were you close to achieving them?  

Where were you successful/unsuccessful and what would you do differently?

Ready to start your own content marketing strategy?

With so much power in the hands of the consumer, it can be difficult to work out how to approach them. With a comprehensive content marketing strategy, you can start attracting, engaging and retaining customers through the buyer journey.

If you want to grow your audience through an effective content campaign, get in touch today!

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