Content and content strategy
You have a great product or service. Now, allow customers to fall in love with the flavour of your brand. To recognize your expertise. To come to the conclusion that you’re a leader in your field. And to prefer your product or service over any other.
That’s what we do. We create preference through great content. Messaging matters in every way that you touch prospects and customers. It reflects directly upon you and your brand. If what you say is not relevant, insightful and ultimately valuable information that people can use, you will have wasted time and money in creating it.
We help some of Canada’s biggest brands, as well as some of the country’s pickiest entrepreneurs, with their content marketing. That includes Bell Enterprise Solutions, Yahoo! and eSSENTIAL Accessibility. Our areas of greatest knowledge are hi tech, travel and holistic healthcare, but our work spans finance, insurance, industrial and building products, real estate, as well as other B2B and B2C consumer products and services.
What we do for agencies
Advertising and digital communications agencies use our specialized knowledge for content strategy planning, creation and creative direction.
For agencies, we have written and/or produced: communications plans, email newsletters, white papers and download pages, ad copy, brochure copy, sales letters & emails, tweets & Facebook content, style guides, marketing analyses, press releases, ghostwritten ‘expert’ articles. We also help develop brand identity.
What we do for direct clients
We often take on more overall marketing responsibilities for direct clients, including content strategy and planning, as well as execution. Execution includes website builds, content generation, professional Facebook pages, expert articles, and all of what we do for agencies.
Lots of mediums, one message
While we aren’t 100% onside with McLuhan, we believe that medium is an important part of the message. And while a white paper won’t fit into a Twitter post, the messaging of each should align with and support the other. Here is a bit about some of the communication mediums that we use in combination, depending on the message, the audience and client goals:
Your website is often the first point of contact with your company and also the ultimate repository of public information on all that you do. As such, it’s the most important, fundamental piece of marketing collateral you possess. More and more often, to ‘find out more’, you don’t call an 800 number. You go to the website.
What’s most important about a website? What you say, how you say it, how it’s presented, the site’s usability, how often it’s updated and how it’s coded. We have a whole lot more to say about websites here.
One of our mainstays is planning and writing content-based or, if you prefer, information-based (as opposed to sales-based) e-newsletters for business and consumer markets. E-newsletters that people want to read. Yes, in this newsletter-saturated world they still want to read the newsletters we produce (and we can prove that) because we only write newsletters that people find valuable or fascinating. When properly conceived, well-written and intelligently disseminated, newsletters are proven money-makers.
Many companies now treat the newsletter as part of a larger online marketing effort, and some are hybridizing newsletters and blogs, with video integrated. Great idea! Other component parts include Twitter posts, blog entries and white papers.
A Twitter strategy has a specific goal—usually general awareness and thought leadership; occasionally sales. Depending on your business, people that know about you—prospects, customers, suppliers, media, etc.—should have the opportunity to follow your Twitter posts. We say depending on your business, because there are two things that you should know about social media engagement:
1- It’s called ‘engagement’ for a reason. It’s a full-time job, and someone needs to post, comment, repost and respond continuously.Go away for a week and it withers.
2- Social media is without parallel for keeping followers abreast of company initiatives, events and actions in near-real time. But ask yourself: is that of great value to you, or is more infrequent engagement sufficient?
If you decide that social media is a good fit, your posts should follow your content strategy; they should be frequent; and they should be worth reading. A word to the wise: if you’re not prepared to tweet regularly (or have someone tweet for you), put Twitter back on the shelf.
Blogs are one of our favourite tools. That’s because there are few rules. They can be long, short, direct or cryptic. You can express your personality or keep them formal. As long as you have established a purpose and set goals for your blog, you can say pretty much anything that you feel fits.
Blogs can also dovetail with a company newsletter. One way of doing this is to take relevant blog posts, include the first few paragraphs in a newsletter format and send it out to prospects and customers. It’s a good solution for smaller marketing budgets.
White papers are proven business-to-business tools. They fit very well into an email newsletter strategy, and/or you can hang them directly off a landing page on your website. They’re 10- to 50-page opinion pieces that you would normally ask people to register for, so they help to fill the sales hopper. If you want to establish yourself as a thought leader in your field, publishing white papers on the subjects of the day is a good way to go about it.
Like white papers, articles are great awareness tools that can communicate the benefits of a product or establish you as a thought leader. A series of well-written articles, disseminated throughout the year, can raise your profile in your sector of business (via trade magazine publication), or in the public eye in general (via mainstream publication). Pound for pound, articles are much cheaper to create and place than ads and five to six times more effective.
There’s more. We could get into how these tools can be used to sift prospects and guide real leads into the sales process. We could talk about the synergy of SEO and content marketing. But perhaps you have something specific in mind. Feel free to get in touch—we’ll be happy either way: to elaborate, or to listen.