Content Marketing Buyer’s Guide

Content marketing is the creation of high-quality, valuable content to attract, inform and engage an audience, whilst promoting the brand itself. It refers to the act of sharing knowledge in a consumable format, some examples of which are:

• Blog articles
• Videos
• Podcasts
• Social media marketing
• Emails
• Webinars
• Infographics

Importantly, the content is not about you or your brand – it’s about the audience. True content marketing delivers value by informing its audience. It is proven to be one of the most effective ways of creating brand awareness, maintaining relationships with your target audience and bringing in new customers/clients.

Great content locates you on the internet. Search engine algorithms reward websites that provide quality and engaging content and useful, relevant information.

We will work to create a diverse and bespoke content marketing strategy to increase your brand’s visibility to your target audience.

We will plan and execute your project in a strategic manner, as content marketing can boost traffic to your brand’s website and increase your social following. It can also help to displace your brand’s competition.

Delivering a flow of relevant, high quality information will make your prospects feel connected to you. The brand that delivers quality content is the brand people are going to trust.

1. Increases your brand’s visibility:

As prospects and buyers search the web for goods and services, content marketing means your brand constantly comes up on their searches. People are spending more time researching before they buy, and brands can provide the answers they need through content. Informative content like blogs and infographics work wonders for early-stage brand awareness. When prospects are getting ready to make a purchase, they will want more immersive collateral such as white papers, eBooks or product videos. Providing these resources sets brands apart from your competition.

2. Increased brand preference:

Content marketing helps to further establish you/your brand as a thought-leader in your industry, which strengthens your relationships with buyers.

3. Develops lasting relationships with your audience:

Social media allows your audience to follow you once they have found you. They are thus continuously aware of your brand thanks to your content posts and can be updated and informed of any products and services offered by your brand.

4. Improves brand awareness and recognition:

As prospects and buyers search the web for goods and services, your brand frequently appears in response to their searches.

5. Creates loyalty and trust, with both your current customers and prospects:

Content marketing is about nurturing a relationship with your audience and providing it with the information it needs and seeks. The content you create becomes a part of its buying journey. If you succeed, you can capture your audience’s ongoing business and loyalty.

6. Helps you to build authority and credibility:

Having a healthy content profile boosts SEO (Search Engine Optimisation) performance. With every update to its search algorithm, Google and other search engines change the way they look at websites, checking content and social media indicators for SEO ranking. Increasing a website’s ranking can bring it higher visibility, which in turn increases website traffic. This is valuable traffic, as these website visitors are reaching for the product or service you offer, which means they are, more than likely, warm business leads.

7. Positions your brand as an expert in your industry:

Keeping your audience constantly engaged in your brand with a continuous delivery of fresh content will increase the strength of your brand – if you believe in it, chances are your customers will too.

8. Generates traffic to your site to improve lead generation:

The strength of a good content marketing strategy is in providing the information and answers your target audience is looking for. With Curzon PR’s SEO services we can help to create content for the user and content that search engines will favour.

9. Opens a channel of communication through social shares and comments:

If a customer is satisfied with your product or service, they are likely to share their experience with other prospects through social media.

10. Helps your customer move through the purchase decision more quickly:

When customers are looking for a product or service, they are more likely to make a purchase from a brand they are aware of, recognise and trust.

Month One

• We will have an initial strategy meeting with you to discuss your brand and your target audience
• During this meeting we will ask you to share with us any interesting plans or activities you have for the brand

We will then:

• make an inventory of existing content and other resources or pieces of information that can be turned into new content
• analyse your brand’s competitors, markets, what customers/prospects want and say etc
• create a quarterly plan that takes into account the brand’s promise and value proposition

Month Two

• We will start month two by creating and/or improving your social media accounts

We will then:

• source, aggregate, curate and optimise content for all the social media marketing channels chosen via the strategy meeting
  write blogs with keywords that will be picked up by search engines to boost your website ranking when customers and prospects are searching for products and services that your brand can provide
• test, evaluate, and adjust your social media marketing plan
• set up proper content planning, collaboration and scheduling processes
• create a quarterly content marketing plan and send you weekly social media content calendars (for your approval)

Month Three

At this stage we will:

• continue to create, source, aggregate, curate and optimise content across all social media marketing channels, keeping you updated via the weekly content calendars.
• continuously monitor metrics and keep you informed on them via bi-monthly reports.
• create a quarterly review for your project.
• work on a quarterly plan for the next three months.

Months Four to Twelve

Finally we wil:

• continue to create relevant content for your social media channels and blogs to increase awareness of your brand to your target audience.
• make suggestions where an event or activity may be beneficial to your brand’s social media activity.
• constantly review the activity on your account and analyse the results of the content marketing campaign.