You know that having a content marketing strategy in place is a vital component of your overall digital marketing strategy. If implemented correctly it will positively impact your business by helping to attract more visitors of different intent to your website leading to an increase in your overall online visibility and sales. Contrast is here to guide you through this process from initial strategy all the way to content production and promotion.
You’ve most likely tried to implement a content marketing strategy yourself, so know first hand how difficult it can be to balance a mix of top of the funnel content whilst making sure you are still targeting the bottom of the funnel too because you’ll see a quicker return on investment here. On the flip side you might not even know where to begin as there is so much content you could write about or how to prioritise all of the potential posts for the best commercial return. When it comes to promotion it is very easy to publish and pray that the traffic just starts rolling in, which is rarely the case. What you need is an experienced professional to help walk you through all of this, to reduce wasted time or money which is where Contast comes in.
Contrast is here to work with you through the process, from conceptualisation, production and delivering content that connects not only with your target audience and brand but also meets your business objectives. Our key focus when it comes to content marketing is to make sure we thoroughly understand your target audience, we work with your in-house team to create and deliver unique and highly-relevant content that meets the needs of your target market. Furthermore, we will help expand your content reach, by producing content that will educate your existing and prospective customers in regards to your products, services you offer and also boosting your conversions. In essence, content marketing will help your business to connect with your audience to show them how your products and services solve their challenges, creating a sense of community around your brand.
We have helped an array of businesses in multiple sectors such as AirPOS in the SaaS market, ARB & Grounds in the horticulture industry to eCommerce company Internet Gardener; achieving results such as a 553% increase in organic traffic which led to an extra 6 figures in turnover within 12 months. For more information of the businesses we’ve worked with and the results we’ve achieved read our case studies. The Contrast content team comprises of content strategists, copywriters and digital PR specialists who all work together to make this possible. We are located in Nottingham city centre but we don’t let this limit us as we work with businesses of all sizes all over the globe. Find out how we can help your business grow, get in touch with us to learn more.
Working in collaboration with your team, we’ll be able to understand and suggest a plan of attack. We’ll then help to build a strategy around this which aims to support and sustain your business growth in the short, medium to long terms with a real positive impact on your bottom line. We’ll achieve this through creating engaging content, distribution and promotion of your content.
To evaluate the performance of your website content, we recommend conducting a content audit. Everything we do is based on data, throughout this phase, we will consult our various business intelligence tools to make sure data is at the heart of what we are trying to achieve, which means all decisions made during this process are informed, collaborated and centred on performance.This will highlight content pieces that you might need to further optimise as you may have missed a few angles. Alternatively you might find that you have a lot of content that is thin and getting no traction, bloating your website and doing more harm than good.
There is no point in reinventing the wheel to help speed up the insights phase; it is worth looking at what your direct and indirect competitors do. In doing this we will try and reverse engineer their content and look at what worked and what didn’t. On top of this it will also highlight potential content gaps between yourselves and your competitors. With this data it will allow us to take inspiration from it rather than directly copy their strategy as at this point you are following, not leading.
Creating ideal customer personas should be a foundational step you should take when creating a content marketing strategy. Doing this will allow you to get clarity around your target customers and the target content that will resonate with them. To get this understanding we’ll work with your team to build out these profiles by looking at multiple data sources and more importantly speaking with your end customers.
If you have a solid understanding of your customers and the market, you can then look to build out a content strategy based on your current position in the market and your respected business goals. This will encompass many of the services we mention here so we can then make a complimentary strategy that builds off each of these stepping stones and nicely ties them all together.
With a thorough understanding of your target audience and which content pieces have been successful or not for your competitors, you are now able to ideate potential content topics for your business. This will also take into consideration keyword research and the success of these previous content pieces based on traffic, links and social shares as all we have access to is third party data.
One of the most time consuming and hands on aspects of content creation is producing ongoing ideas. When outsourcing to a third party agency like us, we can take this off of your hands and with an agreed content strategy we can move forwards in getting content produced tailored to your business. Once the written content has been finalised it will be passed onto our specialist team to meet your requirements whether that be design, development or videography assets that need to be created to coincide with the content piece. This will then all be compiled together to create the finished piece and published once approved by you.
To help with the medium to long term success of the content we need to look to secure coverage and build links to your content pieces. With the amount of content out there it is not normally or simple as just publishing the content and it starts ranking in the top few results. Though we might be able to achieve this with securing a handful of topically relevant and quality links through manual outreach.
We don’t believe you should have to wait for the results so we like to use paid social promotion in conjunction to drive targeted traffic based on your ideal customer personas. This way you can start to see conversions quicker from this paid traffic to your new content whether this be lead generation or physical sales.
Our approach to content marketing begins with us getting an in-depth understanding of your business, customer and the industry in which you are operating in. Then follow by auditing existing content and any assets that you may have that will benefit the strategy. At the centre of everything we do is to utilise data, this is to make sure what we come up with is based on informed, collaborative and based on performance.
With all of this data at our disposal we will then build this out into a content strategy with an accompanying content calendar. Depending on the in-house resources we can help produce this content or help guide your team to take over this production.
To start with, we’ll dig into the data to get a better understanding of your business and what content resonates with your target audience. After we’ve gathered enough data and got a better perspective on the scope of the work, our team of experts will get together and brainstorm multiple content ideas. Our ideas will be cross-checked against the data to make everything aligns with the objectives. Working in collaboration with you we will make sure what we bring to them fits with their business value and follows the client’s brand guidelines.
By this stage, we would have had a clear picture where the opportunities are in terms of content and have already developed a coherent plan and strategy. Now our in-house team will work on executing the strategy and working collaboratively amongst the relevant team members to make sure the delivery of the content is the best possible. This is crucial for us as an agency and ensures everything flows within the content and works best for your objectives.
The final aspect is making sure that your content is seen by your target audience. We do this in several ways such as manual outreach to try and drive referral traffic to your new content, build links to your content allowing your content to rank better meaning you receive more organic traffic. Though these tactics can take longer to take effect,we like to pair this up with some paid advertising through social media to begin with.
“The work that Contrast have done in a short space of time is nothing short of breathtaking”
- Ryan Hamill, Sales Director, AirPOS
The content team here at Contrast can make your business shine by producing innovative content that will enable you to engage with new markets and create revenue for your business. Discuss new marketing assets by filling in the form below or get in touch with us by calling 0115 882 8000.