Content – the cornerstone of modern marketing
Having the right content is the key to attract and engage an audience. We specialise in providing content for the business to business sector, including finance, property and technology firms.
How to attract and engage your audience
Whatever platforms you use to reach the audience – your website, social media or email newsletters – the impact will depend on having something interesting and relevant to tell them.
Content works on different levels. Using the right story ‘hooks’ helps to capture readers’ attention, show you understand their issues and can solve their problems or add value to their business. The right content can differentiate your business from competitors and position you as an authority in your field.
Adding fresh content to your website will improve its visibility in the search engines and is the basis for effective SEO. High-quality content can be repurposed and used in different ways – on social media, as a blog post, adapted as the basis for a media article or used by sales staff to explain a point to a customer.
What’s wrong with AI content?
Of course nowadays AI tools can generate articles on standard business topics which, provided they are checked by a human editor, may suffice for certain purposes. While AI certainly has its place in content creation, it can only ever draw on the material that already exists on the web and often the articles it creates are very general and bland.
If you are a thought leader in the field, have a unique perspective or specialist knowledge, you need to develop your own voice. Articles that include expert commentary and genuine insights, with anecdotes or real-life case studies – areas where AI will struggle – can help you stand out in a sea of automatically generated content.
Another strategy is to feature the people within your company – sharing their expertise, explaining their role or less formal pieces that give more insight into their personalities. People find it easier to connect with other people than with anonymous articles, so these type of stories can be surprisingly popular.
Planning a content strategy
It is good practice to have content relevant to all your main audiences, the search terms they use, and for people at different stages in the customer journey. Having a content strategy allows you to take a more strategic approach. We can help you to map out your audiences, identify their pain points and interests and produce compelling content to attract and engage them. Content is even more powerful when used in conjunction with PR and SEO and we offer a fully integrated service.
We specialise in content marketing for financial services firms, property and tech businesses. Good quality content can be all the more important for those operating in an innovative or highly technical field as they may need to do more to help customers understand their product and why they should use it. We are used to dealing with complex topics and explaining them in an intelligent but easy to understand way.
Here are some of the different types of content that we produce:
Articles and blogs – Regular content helps to keep your website fresh, attract traffic and provide content to share on social media.
Case studies – Real life examples are a good way to show the benefits previous clients have achieved and what sets your product apart. They provide valuable ammunition for sales teams.
White papers – A good way to demonstrate your technical knowledge, identify potential leads and capture contact details.
LinkedIn profiles – We can help to write and optimise the profiles of your senior management team and sales staff.
Newsletters – Content can be adapted for use in e-shots or newsletters to send to existing clients and new prospects on your mailing list.
Infographics – A simple way to get across complex issues, they can be used alone in social media or to accompany articles and deliver extra impact.
