Audience Based Content at the Right Time
Once we understand what’s important to your audience, then we can start to target them with the right content at the right time. The way to do that is with content: everything from blogs and articles to infographics to white papers and eBooks, and more. Anything your audience can find online which will draw them to your website is content.
By designing that content around what they’re looking for at each stage of the buying cycle, you can guide them all the way through the decision-making process.
The content we develop with you is adapted to your audience. When they type a question into Google or other search engine during any stage of their research, we want not just for your content to be highly ranked in the search results, but for it to demonstrate to clients and potential clients that you’re a reliable source of information in your field.
These micro-queries can help you develop a bond of trust with your audience. First they know you. Then they trust you, then, over time, they even grow to like you. By providing content at all stages of the buying cycle, you can nurture your clients to reach that point, encouraging them to engage with you further and ultimately to make a purchase.
Business and Audience Based Content Strategy
We will work with you to develop a documented content strategy that considers your overall business challenges, your market segment focus, your target markets, and the behaviour and insights of your audience at each of the different stages of their decision making journey.
This content strategy will define not just the kind of content you create, but also how best to use it to meet the needs of your website visitors, generate and nurture leads, and ultimately achieve your overall marketing goals.
Positioning the right type of content to each stage in the decision making process is key. For instance, potential clients who are still in the early stages shouldn’t be given content that pressures them to buy your product. Pressuring your potential client before they’re ready is the quickest way to turn them off. Your content at this stage should be helpful and informative, aiding them in solving a problem or getting the information they need, which will ultimately lead them to a decision to buy down the road
Strategic Content Marketing
Our content marketing strategy is part of the initial business and digital strategy we developed with you, and the alignment of that strategy with the needs of your clients.
Content Marketing services can include:
- Content Marketing Strategy (documented)
- Website copy
- Research or conversion documents like white papers, guides or e-books
- Blog posts
- Email Responders
- Landing Pages and Thank You Landing Pages
- Social Media profiles
In order to create and use your content effectively at all stages of the buying cycle, you’ll need a Content Management System (CMS). A CMS is a tool you can use to manage and control the content of your website. You can add pages, post blogs and other content, edit existing pages, remove outdated or irrelevant pages, and much more, without having to call your IT department for every little change you want to make.