Strategy14 Aug 2023
The power of Content Marketing: How an agency can drive results for your business
In the digital age, the power of content marketing is undeniable. It’s not only about SEO anymore; the role of content for branding is strategic in nature.
Content marketing is becoming more strategic as we advance into the age of AI. Publishing and distributing quality content consistently is key in attracting, engaging and retaining your customers.
How an agency can drive results for your business
Understanding business goals
The first step for a content marketing agency is to understand your business goals. This involves identifying your short-term and long-term objectives, and aligning them with your content strategy and content production plan.
Whether your objectives are to increase brand visibility or association, generate new leads or boost sales, content marketers can help you tailor your content marketing plan to meet your business goals.
A marketing agency helps you identify and understand your ideal customers and creates an ICP, or ideal customer profile.
ICP is built by understanding typical customer behaviour, preferences and pain points of your target audience. This information is crucial in creating tailored content marketing campaigns that resonate with your audience and drive engagement, leads and conversion.
Agencies use various content distribution strategies to build brand awareness, including SEO, content marketing, social media marketing and more.
Combined, these touchpoints deliver compelling content that tells your brand story in a more consistent way. Often a consumer will need to see over 20 pieces of content before they reach out and act.
1. The most human brands win
In today's digital age, consumers crave authentic connections with brands. The agencies who understand this are always looking to help you humanise your brand. This can be achieved by showcasing your values, being more vulnerable and transparent in your communications, and sharing authentic, thought-leadership content that surprises, delights and engages with your audience on a more personalised level.
2. Video is super shareable
Video content is highly engaging and shareable, making it a powerful tool for brand promotion. Agencies can help you create compelling video content that tells your brand story, showcases your products or services and engages your audience in a memorable way.
3. Personalisation
Personalised content is key in today's marketing landscape. Agencies use data-driven insights to create content that resonates with your ICP improving the return on investment of your content creation efforts.
1. Turn macro content into micro content
Agencies can help you get the most out of your content by turning macro content (like how-to-guides or long-form podcasts or informational videos) into micro content (like blog posts or short videos/reels). This approach allows you to reach a wider audience who may consume content in different ways and increase cross-engagement via different media channels.
1. Owned channels
Agencies can help you leverage your owned channels, such as your website and social media profiles, to promote your content and engage with your audience in a more effective way. It may be bringing your value proposition to life, or launching new products or services, or putting a more human lens on what your brand offers.
2. Paid media
Agencies can manage your paid media campaigns, such as PPC and social media ads, to drive traffic by promoting key content articles or lead magnets to drive awareness and leads from your ideal audience.
Agencies use various tools to analyse metrics such as reach, engagement and leads to measure the results of your content marketing campaigns. This allows them to identify what's working, what's not and make data-driven decisions to optimise your next content marketing campaigns.
Frequently Asked Questions
How can an agency help improve my brand awareness?
An agency can improve your brand awareness by developing content marketing strategies and campaigns that align with your brand positioning and personality and may include content such as SEO, blogs, social media marketing and more using various content distribution channels.
How long does it take to see results when working with an agency?
The time it takes to see results when working with a content marketing agency can vary depending on your goals, the content strategies implemented, and the nature of your business. However, most businesses can expect to see initial results in terms of brand awareness and lead generation within a few months.
How do I choose the right agency for my business?
Choosing the right content production and distribution agency for your business depends on several factors, including your goals, budget and the type of content marketing services you need. Look for an agency with broad experience, a track record of producing high quality content, and a team of content experts who can deliver the results you expect. Check out their website, review case studies and ask for referrals from other clients before making an informed decision.
