We craft meaningful, holistic content across all platforms to support and lift your brand.
Content strategy is the cornerstone of highly effective digital marketing campaigns. Without the right content, later processes, including search engine optimization, search engine marketing, video, or social outreach, can attract users for all the wrong reasons, if at all. The result may be a lot of inbound traffic but few conversions.
Fortunately, there are techniques that you can use to properly hone your message to produce content that connects with the right person at the right time.
The key to crafting content is having a clear picture of who the content should be written for. Knowing your audience is critical to undertaking a content marketing plan. Audience Personas can help this process by giving a name and a face to your customers.
Identifying the audience is half the battle. Understanding where they are in the buyer’s journey is the second step. The classical buyer journey follows 3 stages: Awareness, Consideration, and Decision.
Content should be mapped to both the persona and the appropriate journey stage. Each set of content assets should correspond to these personas in each phase. The job of content marketing is to escort the user from awareness through to decision, and ultimately deciding on your product or service.