You understand the value that your brand offers. But does your audience? Is it part of your messaging? Does that messaging address users’ needs? Is it contributing to the conversations that matter to them?
Socialed Inc. can help your business do that.
Content Marketing lets your brand demonstrate how it understands users’ needs and challenges. It allows your brand to build trust and authority by joining in on the conversations that matter to them. It creates an opportunity to demonstrate how your products or services can help them overcome those challenges or fill those needs.
Our Approach to Content Marketing
Effective Content Marketing beings with data – data about users’ needs and behaviours, and data about competitor positioning and performance. A targeted Content Strategy addresses all of these.
Socialed Inc. develops content strategies that reflect market realities and opportunities. We identify audience values, analyze competitor offerings, and help brands develop messaging strategies that resonate with audience values, build trust and relationships with them, and support business goals.
Identifying goals + KPIs
Content can support a variety of business goals (or even a blend of them) – e.g. lead-gen, SEO, customer support, page views, conversions, to name just a few. Socialed Inc. will work with your team to identify how content can support your brand’s business priorities, whatever they might be.
Your brand knows its market segments. But does it fully understand where they engage with content, what messaging resonates with them, and what content inspires them to take action? Socialed Inc. will help your brand gain a better understanding of your audience’s needs and values so you can engage them on their terms.
Content audit and strategy
Maybe you’ve done some content marketing, maybe not. Maybe your competitors are winning with content marketing, maybe not. Socialed Inc. will assess your industry’s content marketplace, identify content opportunities based on performance and user engagement, and help your brand plan a content strategy what will produce tangible results based on established goals and KPIs.
Competitive content analysis
A competitive content analysis allows you to compare your brand’s content output against the competition. socialed inc. will map out your content footprint, messaging, and engagement + generate key insights into how to bridge any gaps that might exist.
Content planning + production
Content Marketing is a channel that builds equity in the medium- to long-term. It requires sustained commitment and follow-through. Socialed Inc. will work with your team to create an actionable content calendar that aligns your brand’s messaging with market demand , and support them in producing optimized content on a basis that support business goals.
Ongoing measurement + optimization
Markets grow. Users’ needs change. And Content Marketing should reflect that growth and change with them. Socialed Inc. will help your brand measure its content’s ongoing performance. We’ll help you identify new opportunities, adapt to new market trends, and create new forms of content based on your audience’s evolving needs.
Frequently Asked Questions
What is content marketing?
Content marketing is the process of communicating your brands value-proposition, unique-selling-proposition (USP), and/or promotiosn through any number of digital content assets, including product and service pages, guides, blog posts, emails, videos, or social media posts, to name a few.
In most cases, content marketing works by speaking to user/consumer needs and establishing a brand as a trustworthy authority for helping to addressing those needs. For example, a step-by-step guide or listicle will take a user/consumer through the process of fulfilling one of their immediate needs through the use of a brand’s products/services.
Furthermore, since content marketing can span a variety of platforms (e.g. websites, blog, social media, email, etc.) it can help support a variety of channels and goals, such as SEO, sales, customer retention, and branding.
Why is a content marketing strategy important?
Content marketing is important for a number of reasons. But foremost, content marketing is important because nearly every asset a brand uses to communicate with users/consumers is, in fact, a piece of content (e.g. product pages, blog posts, guides, infographics, social media posts, etc.).
Consequently, when a brand is proactively aware of the role that its various content assets play in its marketing efforts, it is better positioned to optimize those asset to generate a preferred or desired outcome – whether that outcome is a sale, a like, a share, a sign-up, or some other meaningful action.
Furthermore, content marketing is important because of its innate ability to support other marketing acquisition channels. This includes, but is not limited to:
- SEO by generating a body of keyword relevant content that supports a brand’s search engine rankings
- Social Media by providing value-added content that fosters engagement and inspires actions
- Email Marketing by either supporting subscriptions goals or supporting drip marketing efforts
- Sales by educating users and consumers about a brand’s products and services
- Digital Advertising and Paid Search by providing value-added content that generates conversions
When is content marketing used?
Content marketing is used throughout the marketing life-cycle, from product-launch to seasonal campaigns to ongoing sales and acquisition optimization. Furthermore, content marketing is employed in this way by startups, small businesses, and multi-national enterprises alike.
- for Product Launches, content marketing serves an integral role in (1) communicating a products value-prop and USP, and (2) educating consumers on the applications and use-cases of the products/services in question:
- for Seasonal Campaigns, content marketing is integral in communicating the contextual or timely relevance of the product/service’s value-prop in questions, and subsequently creating urgency around the product/service offer
- for Ongoing Sales/Acquisition, content marketing (1) maintains a brand’s relevance, (2) reinforces a products/service’s value-prop and USP, and (3) supports marketing goals across a variety of channels, include SEO, Social Media, Email and Drop Marketing, etc.
How does content marketing help?
Content marketing helps brands bolster their marketing efforts on a number of levels. First off, content marketing effectively communicates a product’s or service’s value-prop and USP.
Secondly, content marketing assets helps position a brand as a trustworthy authority with its audience and target market.
Third, content marketing directly supports SEO efforts, allowing brands to rank on a variety of keywords and search terms related to their products/services.
Finally, content marketing supports a full range marketing and acquisition changes, from e-commerce to social media to email marketing.
Essentially, content marketing helps qualified users discover a brand’s products/services by speaking directly to their needs and values. In doing so, it builds trust between a brand and its audience.
Finally, content marketing can be tailored to support a brand’s business goals in that it’s easily track and measured, enables marketers to asses which content marketing assets have produced ROI and which have not, allowing them to optimize their content marketing efforts moving forward.
How does content marketing help SEO?
Content marketing has a direct impact on a brand’s SEO efforts. For starters, a significant portion of onsite SEO is keyword relevance and keyword density, and content marketing assets are in a particularly advantageous position to boost a site’s or domain’s keyword relevance and density.
Furthermore, through content marketing, brand’s can aggressively target certain keyword verticals by developing assets that speak directly to targeted keyword combinations and the needs of users who are searching those keywords. Finally, content marketing allows brands to target keywords on an ongoing basis, beyond their initial product/service pages, allowing them to establish themselves as an authority keyword relevant topics.
In a word, content marketing allows brands to (1) target qualified users through keyword relevant assets, and (2) improve conversions by reaching the most targeted search users through value-added content that speaks directly to their needs and interests.
Does content marketing work?
Content marketing works on a variety of levels and across the gamut of marketing channels. After all, most users/consumers first engage a brand and its products/services through content – whether it be product/service pages, blog posts, videos, FAQs, infographics, email promotions, social media posts, etc.
Indeed, given the range of acquisition channels that content marketing supports, it’s difficult to imaging a marketing campaign that does not leverage or rely on content marketing in some form or another. In this sense, content marketing is arguably the most important and impactful are of marketing for almost any business.
How can content marketing help a business?
Content marketing helps business by supporting their marketing efforts across nearly every marketing channels – including SEO, social media, email marketing, paid media, SEM, and sales.
Indeed, content marketing supports a business’s marketing goals at every level of the acquisition/conversion funnel:
- Top-of-Funnel content marketing improves brand awareness and supports product/service discoverability by speaking to users’ interests, and establishes a brand as a trustworthy authority
- at the Middle-of-Funnel content marketing addresses users’ needs, and demonstrates how a brand’s products/services can fulfill those needs
- and at the Bottom-of-Funnel content marketing showcases how a brand’s various and specific products/services are precisely inline with consumers’ needs, and generate conversions at the sales level