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Business Communications

Content marketing is turning your insight and advice into campaigns that change people's minds and incite action. The caveat, though, is the better your content is, the more willing consumers will be to engage with your brand. Online marketing used to be only about getting traffic to your site. Now it's also about distributing your content where people (and search engine spiders) can come across it.

Nurture your leads. Remember, generating downloads and views is not the end goal of your content marketing campaign – they're just steps towards a sale (or whatever conversion metric you have identified). For instance, lead scoring tools let you walk each prospect through your marketing funnel, scoring as you go, based on behaviors like downloading a paper or opening an email, as well as understanding the demographics of the responders. Running your content marketing campaigns in this kind of environment also puts each campaign in context with every other marketing activity.

Our process regarding content development within any marketing communication project is to provide initial research; review external research; interview key business stakeholders for points of view and to obtain / create copy outlines; provide editing and enforcing one voice to disparate sources of information; provide editing for tense / naming consistency, grammar, punctuation, clarity, compilation of glossary for terms and acronyms. At times a rigorous publishing model will be employed; at times the content is published at our discretion.

Some content is highly technical and, so the number of pages may be lower than something that is boilerplate in nature or repurposed content from another marketing channel. At any rate, we have developed the capability for speed-reading + editing and efficient production processes to ensure accuracy and effective reach and engagement with the target audience or user. This responsibility is normally within a fuller scope of deliverables, which entail various business analytic duties, internal correspondence, project management, and production management.