Content Marketing

Making content that moves you

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Before we dive into how to create effective content, let's take a step back and take a look at what type of content you might need to create:

Blog posts
Articles
eBooks
Social media posts
Video tutorials
Photos
Infographics
Webinars

The goal here is simple – to provide value to your audience by offering them the information they need to solve their problems.

Once you have your content strategy, you can begin to develop your content.

You need to create an effective strategy for promoting each piece of content you produce so they’re seen by the right people at the right time.

So, if your content marketing strategy involves creating lots of different kinds of content for lots of different audiences, then you need to focus on making sure each piece of content aligns with the needs and wants of your particular target market.

Bridgeway Branding By Peek Creative Limited

Case Study - Bridgeway

Building a stronger, clearer brand in the cloud computing marketplace.

Key points of content marketing

Identify your audience and what they need

Set clear and specific goals

Research competitors and trends in the industry

Create a content plan with topics that align with your goals

Craft compelling stories

Promote your content through various channels

Measure and analyse results of your content campaigns

Case Study - Beaphar

Social media marketing and training for one of the leading pet healthcare product suppliers.

Beaphar Social Media Training - Peek Creative Limited

Our Approach

Peek’s Effective Content Marketing Process

Here are the six steps we follow when developing effective content.

STEP 1

Be descriptive

Use descriptive words in your service names to help customers understand what you offer.

STEP 2

Set goals

Content creation without a clear purpose can lead to uninspired and mediocre content. Consider the business goals you’d like to achieve by creating content for your audience.

STEP 3

Define your point of difference

To be successful online for the long haul, you need to know what sets you apart from others who might compete against you. Your unique brand personality and style will help distinguish your business from others who are producing similar content.

For both individual pieces of content and larger content projects, think about how your brand’s approach to solving problems can influence your messages. You shouldn’t be creating content for its own sake; instead, focus on providing useful resources that help people solve their problems. Put yourself out there by having a clear point of view, taking a firm stance, and developing content that shows off what your business stands for.

Documenting the specifics makes it easier to remember them when creating specific content.

STEP 4

Choose how to measure your content’s success

It’s important to measure the effectiveness of your content and marketing strategy if you want to succeed for any length of time. Knowing whether certain types of content perform better than others will allow you to improve upon them.

Content marketing metrics usually focus on measuring whether people consume your content—whether they read it, watch videos, listen to podcasts, etc. If you want to increase traffic to your site, then you need to develop good content for your visitors.

Content marketing isn’t just for driving traffic; there’s more to content creation than just increasing site visits. Other metrics include tracking things such as:

Conversion Rates: What’s the conversion rate from your email list into sales leads? Are you trying to drive people to download an asset from your website? Gating content means putting some kind of barrier between someone viewing your asset and usually involves the visitor exchanging their email address for access.
Social Shares: You can tell how much your content has resonated by the number of social shares on each article.
SEO effectiveness: What percentage of total monthly visitors come from organic searches? How has this number changed since implementing a more structured approach?

STEP 5

Creating Content Ideas

Coming up with specific ideas for content is often a stumbling block for businesses. But there is one mantra that you can follow: They Ask, You Answer. This is where you address all the common and uncommon questions that your customers and business enquirers have posed to you.

A great way to provide in-depth coverage and gain topical authority in your niche is by creating valuable content specifically addressing the needs of your visitors.

I could write a whole book about this, but on top of your own resources our two most popular tactics for finding other content ideas are using competitor analysis and keyword research to identify gaps and topics for you to write about.

Your content calendar will never be empty.

STEP 6

Write the content

With the content calendar in place, it’s time to write. This is often the point when businesses feel overwhelmed by the sheer amount of content that is needed to be written, and the resources available in-house are often lacking.

We can help.

With years of expertise in writing across many sectors, proven results in the search engines for getting to the first page on Google and bagging the featured snippets for prime position.

Find out more

Webtec

Content marketing for specialist manufacturers

Our Content Marketing services

Creating and distributing valuable, relevant, and consistent content.

Quality content is essential to ensure that your message is communicated in the best way possible. Good quality content will be engaging, accurate and relevant to your target audience. It also helps to increase brand visibility, attract and retain customers, and build trust with potential clients. Quality content also has SEO benefits, helping you to rank higher in search engine results pages.