We are bombarded with content every day. A coworker forwards a blog post about your industry. You download an e-book while researching new company software. A podcast murmurs in your ear – sharing useful tips for climbing the corporate ladder and achieving lofty business goals. The list goes on; content is unmistakably waiting for us in every channel, ready to be consumed. But to make it into our view, it needs to demand our attention.
Creating content assets like blog posts, e-books and podcasts are an essential part of content marketing. But they are just one piece of a holistic content marketing strategy. If you're cranking out marketing assets today with no clear or documented strategy, you may be getting frustrated with your content marketing efforts, claiming they aren't contributing to your marketing goals.
The answer? You need a team of dedicated content marketers to steer your ship of quality content strategy, creation and syndication. Hiring a content marketing agency that embraces and implements a robust content marketing strategy will ensure you're not just publishing content to have a voice, but that you're putting the right messages in front of the right audiences to inspire action.
Content marketing includes a series of tactics aimed at creating useful, relevant information, in various forms, to attract and lead a specific audience to take a action. The best content inspires your audience by helping them solve a problem.
Content marketing is different than traditional advertising because the message behind traditional advertising says, “Buy this product or service now because it’s the best.” While a content marketing asset says, “Here’s some information to help you decide if this product or service is right for your needs. And if it is, this is what you can do next.”
Determine the Goal
Like all business initiatives, you need to start out with a content marketing goal. Do you want to generate leads? Increase brand awareness? Enable your sales team? We help you pinpoint what it is you'd like to achieve with you content and then set out to ask "what is the best possible content we can create that will add the highest value to your target audience.
The most successful content marketing agencies take time to extract information from stakeholders. Our content strategists host a series of interviews to discover your product or service’s strengths, what makes your company stand out from the competition, what you want prospective clients to know and how your company measures success. In-depth, thoughtful answers to these questions will help generate dynamic copy later in the process.
Competitor Research and Audit
Taking a deeper dive into your competitors and the content they create helps us understand where we can stand out in the content creation process. During this time, we'll audit how often your competitors are publishing, what types of topics they cover and what position they take in their content.
Clearly defined target audiences and personas are an essential piece to every documented content strategy. At Bayshore we work with stakeholders in your company to identify your ideal buyer’s pain points, needs and expectations. The best personas are created based on research findings, stakeholder interviews and interviews with current customers.
This is where we bring it back to your goals. All the discovery work of understanding competitors, defining audiences and extracting knowledge informs your content marketing strategy. Your strategy will dictate what kind of content assets will be developed, the targeted personas for each piece and where to reach those personas on an ongoing basis.
Many business owners and internal team members will try to take on copywriting, knowing what they want to write, but not being quite sure how to write it. That’s where copywriters shine. Copywriters won’t try to convince you they know everything about your business or industry. But they are inherently skilled at simplifying complicated information while still being persuasive. Our team of digital content writers will write about your brand, products or services in a way that engages, informs and converts prospective clients.
Syndication and Optimization
Once a piece of content is written, we make sure it gets into the right hands by syndicating it on social media platforms such as LinkedIn and Facebook, in addition to industry news publications. If the goal is for prospective customers to find your business through search engines, we will ensure the content is best optimized to be found through Google or Bing.
Analyzing and Reporting
The final step is determining how the content asset is performing. At Bayshore Solutions, we use several tools like Google Analytics, HubSpot and DashThis, to measure the effectiveness of a content marketing strategy, then we make the necessary changes or improvements to further improve results.