Finding the right fit

Every organisation is different, so every content strategy should be different too.

Your business – your content

Perhaps the most vital step towards a great content strategy (and creating great content) is to really understand not just the needs of the business – but also, and more importantly, the needs of the customer. The most compelling content is what the customer wants. It’s the content that keeps people coming back, that people want to share online and that converts visitors into customers. Crucially, this has to be consistent with the organisation’s brand and culture. We work with organisations to help them understand what their customers want, what other companies are doing to service this need – and to build a content strategy that’s unique to you. That works for you.

Your business – your content

Content that counts

While there’s always a place for traditional marketing campaigns, the reality is that these are typically events: create campaign, launch campaign, get results, rinse and repeat. Content marketing differs because the best content can accumulate over time to become an asset of the business; something that has real value. We help organisations understand different types of content and the potential value and need for each. So, product specification pages are needed, but have no real value beyond servicing a need for information – but a library of video tutorials should be created as if they are chargeable, even when they are not. This ‘would someone pay for this?’ test ensures that the quality of content is kept high and that customers value what you create.

Content that counts

A joined-up strategy

All of your content and all of your marketing has to work together: after all, it’s all you, it’s all yours. So, we’re team players – we know that the content strategies we help to devise and the content which we create has to be part of a bigger picture. We work with other marketing, strategy and communications stakeholders to ensure that what we create slots together with what they create. Being team players means that we’re not just fitting in with each other, we’re feeding ideas into each other, shifting strategies on each side to create something that’s a stronger, more powerful whole.

A joined-up strategy