CONTENT MARKETING

Content marketing includes the strategic creation, distribution and optimisation of high quality content — all with the business goal of captivating and converting more of your dream customers, using a sustainable, long-term, high-return inbound marketing strategy. 

It begins with strategy development. This is where you define the goal of your content marketing, which content marketing formats you’ll be using, the consistency with which you’ll create and distribute content, whether your content will be gated or ungated, and how you’re going to track the success of your campaigns. Once you have this mapped out, you’ll need to get into the audience and persona development to define who your customers are and where they spend their time. This will guide everything, from the channels you distribute your content on to the tone of voice and topics that you cover in your content itself. 

After you’ve got your foundations laid out, it’s time to get to work and create content. You might write blog posts, engage in video production, conduct research for an eBook, write press releases, or all of the above. Then there’s distribution — because after all, there’s no point creating content unless you’re reaching and engaging your target audience with your efforts. You’ll also need to track the effectiveness of your campaigns and optimise them to ensure your audience are extremely responsive to your content - and that your content is working hard for your business and your bottom line. 

Make no mistake: there are no shortcuts with content marketing. But the payoff is worth it. We're talking increased brand awareness, soaring traffic, more sales. Ready to get started? Contact us today and see how our content marketing agency can create a strategy that sends your traffic, leads and sales soaring through the roof.

Blogs, videos, email marketing, eBooks, infographics, and podcasts are all examples of popular content marketing tactics. 

Let’s start with the one that most businesses are likely to be familiar with: blog posts. Blogging is one of the most fundamental ways for a company to reach its audience online. These pieces of content help you build trust and establish a relationship with your target customers, while also driving traffic back to your website from social media, search, email marketing, and more. On top of this, blogging is still the most effective tactic to use if you want to improve your ranking for target keywords in Google search results or start ranking with a new website. It’s no wonder that marketers who prioritise blogging are 13x more likely to experience positive ROI.

But that’s just the beginning. Despite blogging being one of the most well-known tactics used by a content marketing manager, videos are actually the most common content marketing strategy used by businesses today. Video marketing allows you to engage with customers on social media and YouTube, showcase your product effectively, and convince your target audience to buy, buy, buy. It also enhances your other digital marketing efforts: blogs that contain videos receive an average of 157% more traffic than those that don’t, and a shopper who sees a video is nearly 2x more likely to convert than one who doesn’t.

Then there are eBooks — one of the most effective lead magnets available to businesses today. eBooks involve capturing valuable data from customers (most likely their email), in exchange for a downloadable PDF guide, research report, white papers or other assets. More importantly, they’re a powerful lead generation tool in your marketing strategy — 95% of potential purchasers are willing to exchange personal information for a valuable whitepaper.

Of course, there’s no use creating great content unless you have a way to distribute it. That’s where email marketing comes in. Email is a direct marketing channel that allows you to promote your content, products, and services to your entire database of customers, as well as nurture leads (and eventually convert them into customers). Best of all, this tactic is cost-effective because you’re marketing to your own database — making it the second most effective medium for building brand awareness for small businesses.

Prefer to communicate information visually? If so, infographics should be part and parcel of your content strategy. From collating statistics to step-by-step guides and complex ideas, infographics are an engaging way to distil and simplify information into an easy-to-understand format. Plus, they can also give you an added SEO boost in Google Image Search.

Finally, there are podcasts. Whether it’s an interview or sharing ideas, podcasts are quickly gaining in popularity amongst businesses and for good reason. 63% of podcast listeners have purchased something after hearing a host promote it on their show. What’s more, podcasts are a great avenue to increase brand visibility, engage your audience where they’re spending their time, and build up your brand authority.

When done well and consistently, content marketing services can bring benefits across every stage of the funnel — from awareness to consideration, conversion, customer loyalty and advocacy.

First things first: awareness. Content marketing helps your business get discovered by your audience online, whether it’s through social media marketing, paid advertising, email marketing, or other online platforms. It’s also a great way to boost your visibility in organic search engine results: adding a blog to your website can increase its chances of ranking in search engines by a whopping 434%. You’ll also get more traffic to your website: content leaders experience year-on-year traffic growth of 19.7% on average.

Content marketing is also a valuable tool when it comes to consideration and conversion. Companies with blogs produce 67% more leads than those who don’t — but it’s not just blogs that steal the show. Brands that leverage video marketing services increase revenue 49% faster than those who don’t, and 7 in 10 B2B marketers say video is the most important channel for getting leads across the line. It doesn’t stop there either. Once your leads have converted into customers with your excellent customer service, content is the perfect way to ensure your business stays relevant and top of mind for years to come. That way, your customers stick with you over the competition and refer new business your way — and you continue to grow.

This is only the start of it. Here at OMG, we’ve helped businesses increase organic revenue by 310% and increase search engine rankings by 435%, all by optimising their content strategy. These types of results are exactly what we are aiming for when you work with us - and what we deliver with engaging content. Check out our case studies to see how we helped other brands achieve business success, or get in touch with us today to get started with a FREE audit and 6-month roadmap.