Content marketing or inbound marketing helps you to educate your customers, build trust in your brand online, gain traffic to your website and other online platforms and generate leads and sales.
It is self-published content that you can create and upload to the internet to attract visitors to your website. Content types include copy, images, video or audio or variations on these.
Content (or inbound) marketing tactics include social media, blogging, micro-blogging, podcasting, webinar, video, animation, online conferences, seminars, slide-sharing, email marketing, white papers, infographics and a whole host of exciting media.
Your customers will look at multiple sources online, including your website, social media, microsites, review sites and comparison sites before you even know they’re looking.
What they seek is the ‘truth’ rather than ‘glossy ads’ and fake brands.
Content Marketing responds to these expectations in very different ways to traditional marketing and PR, in that it is user-focused, non-selling, informative and engaging. It can become a central pillar of your Marketing Strategy.
Specialist Content Marketing
Build Trust
It differs from traditional marketing because it’s more user-focused, than brand-led. You’re not trying to sell people your products or services yet. First, you want to to educate them, so they understand how you are different to the competition. It’s a great way to build trust and be ‘open-handed’ about what you do and how you work. In time, it will become a key strand of your Customer Communications.
Gain Online Traffic
Content marketing has many formats but blogs, social media updates, videos and podcasts, are all excellent vehicles for keyword phrases. Search engine optimisation (SEO) applies to your content as well as your website – all can be optimised for search and help you anticipate customers questions and create content that answers them.
Generate Transactions
Content marketing is a great way to differentiate your brand from others in the marketplace. Even if you are selling the exact same products and services as other brands, you are unique. You have your own personality and core values. This is what people most remember about you, and it’s why they come back to you, not because you were cheaper or faster.
How We Maximise Your Content Marketing
In-house Workshops: The content ‘assets’ may be inside your employees – especially in a service or consultancy business. We have a range of programmes designed to get everyone contributing to your content generation.
Open Workshops: join one of our open workshops or book ‘in-house’ training for you and your team. We have a half-day Introduction workshop, a full-day beginners workshop and an advanced workshop.
When you are ready, please get in touch.
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“We have thoroughly enjoyed working with Jo and Kath, and they took time to get to know us, understand our business and understand our requirements. It was useful to have outside assistance to take the time to improve our online presence and we feel the work that Dolezal Consulting have completed for us has helped with that. We look forward to working with Jo and Kath again in the future.”
Sally Hope, Stonehouse Logic
“Joanne is a pleasure to work with – she has great ideas, not only on marketing, but on making a business more efficient, streamlined and, to put it in one word, better!
She is patient and takes her time to listen and understand the business she is working with.
Thanks to Joanne we have new business contacts, have been able to receive funding for projects and have more insight into our customers and can act faster to change. We are looking forward to working with Joanne in the future.”
Alex Jacobs, Northern Secrets
FREE Guide to Content Marketing
One size doesn’t fit all, especially for Science & Technology led organisations. Learn the most successful, impactful and ethical content strategies for your marketing department.