At the core of communication is the written word. In years gone past marketing communication was a far simpler process that was largely built upon advertising and PR, both predominantly delivered through printed media.
Today this is considerably more complex, with more sophisticated audiences using a far more diverse range of media, primarily digital. This means that content has to be multi-purposed – written in a way that consistently expresses core messages but delivered via many other channels, in addition to PR and advertising in print media.
The key objective of content marketing is to create high quality content that audiences value and to deliver this to them consistently over digital media, building audiences and driving traffic to your website.
We create content for you that consistently expresses all the key messages that we identify in our strategic development. We then use this content on your website and re-purpose it so that it is delivered to your audiences through as many relevant channels as possible. This can include blogs, e-zines and other online media, but also takes in social media. The line between content marketing and social media marketing is becoming ever more blurred.
The content can also then be re-used in other ways, such as e-blasts, sales letters, brochures, white papers, speeches at industry events, case studies, newsletters, exhibition materials and printed direct mailshots, consistently reinforcing your messages to your audiences and bringing your marketing and sales communications together.
The end result is that your audience receives consistent messaging via a range of marketing and sales channels and will then start to recognise these messages and be positively influenced by them.