The web offers a world of choice but, rather than a generic pitch of products or services, a good marketing and PR campaign uses mixed approaches and includes content marketing services. This form of marketing doesn’t involve direct sales, but instead focuses on creating and distributing valuable, relevant and consistent online content, attracting and retaining a clearly defined audience, driving profit for the customer.
Content Marketing Services
What is content marketing?
Content marketing is one of a number of digital marketing strategies and approaches. It has four key objectives:
- Raise brand awareness;
- Create engagement;
- Get qualified leads;
- Drive conversions.
It’s no wonder this effective technique is so in vogue, and gaining followers all the time in the form of large, medium and small companies that use this strategy in order to increase their leads and online traffic. Simply put, generating one’s own audiences is all that matters.
The methodology is focused on creating quality content. This content should be neither commercial nor advertorial, but rather aimed at providing solutions to those who need them the most.
Once the content has been created, it is time to distribute it using a strong content marketing strategy. This distribution should take place among both current and potential clients, in order to generate as much interest as possible in your company’s website.
What we do
We use content marketing to provide our clients with relevant, worthwhile content which will attract and transform potential customers into actual customers.
We do so by creating and sharing valuable free content which helps to solve our clients’ business needs. We aim to provide as much value from our clients’ content marketing to as much of their target audience as possible.
By building trust and rapport with potential consumers via editorial and creative content – such as articles, images, graphics and videos – we create sustainable brand loyalty, provide valuable information to consumers, and stimulate the future desire to engage and purchase.
Building a content marketing strategy
To truly understand our clients’ brand, target market and audience, we assess their current activities, editorial identity and style, as well as their ongoing digital marketing challenges.
For a country and continent as diverse as Brazil and Latin America, research is paramount, since our clients and their audience come from a wide range of sectors and backgrounds, each with specific needs.
Through data analysis and workshops we gain strategic insight into audiences’ hearts and minds, allowing us to provide a flawless user experience.
Using our industry expertise and innovation, we develop a content strategy – including brand editorial character, detailed personas, style guides and editorial calendars – and work closely with our clients’ team to implement it.
Strategies that go beyond plain text
Our content marketing work focuses on the long-term strategy, and we are committed to achieving lasting value for our clients. Our ultimate aim is to grow our clients’ audience across the best channels for their business, increasing engagement and building communities.
We create value-rich content and place it so that relevant audiences and search engines can easily find it. Shrewd clients recognise the value of investing in creative content in all forms. Depending on the target audience, these can be:
- Infographics: usually a visual interpretation including statistics, charts, graphs or other key information. They can be hugely effective as they can be shared on social media and posted on websites for years.
- Exclusive website pages: this can be tools, resources or compelling case studies, for example.
- Podcasts: this gives our clients visibility in a new world. Through giving valuable information and advice for free has a proven track record of increased sales.
- Videos: through using other platforms, such as YouTube, promoting products and services is key to market growth.
Other examples include ebooks, white papers, email marketing, and more. The key is what we can do to add value, as this is our driving force.
The four steps of the buying cycle
- Awareness – prior to this step, customers have a need but may not be aware that a solution exists.
- Research – once aware of a solution, customers will conduct research to educate themselves.
- Consideration – customers begin to compare different products on the market to ensure they buy the right product at a reasonable price.
- Buy – customer makes the purchase.
Traditional advertising and marketing focus on the second step of the buying cycle. Content marketing taps into the first two stages, by raising awareness of solutions and educating consumers about a product which they may not have considered before.
Potential customers see our content, find value in it, and by the time they contact our client, they are already convinced they want to make a purchase. This means that clients don’t have to engage in any high-pressure sales tactics, as the trust that usually needs to be built up during an extensive sales cycle has already been created before they know the potential customer exists.
If carried out correctly, the return on investment for content marketing can be phenomenal. It can also bring additional benefits by supporting other digital marketing channels.
The benefits of Content Marketing services
A well-thought-out and executed content marketing strategy, in the medium term, can lead to some major benefits for your company:
- Generate brand awareness. By speaking to your specific audience, content marketing allows you to generate brand awareness that is not invasive. Nowadays, consumers seek content, and they are the ones who curate it. A good content marketing strategy matches your company’s content to user searches, helping to establish it as a reference.
- Find out more about your audience’s interests. The increased traffic resulting from content marketing allows you to get to know your audience better. What are they looking for? What are they working towards? What are their hobbies? What is their age range?
Analysing the information obtained will allow you to further refine and improve your content, together with your Content Marketing Services strategies. Little by little, a virtuous circle is achieved. - Improve your website’s SEO. A strong content marketing campaign will have an influence on organic positioning. If your content is interesting and high-quality, your brand can leverage it to increase consumer satisfaction.
- Set your company apart from the competition. Over time, consistent quality content will position your brand as a specialist in its niche. This will help to stand out from the competition and acquire more users as a result.
- Reduce advertising costs. Content marketing services provide different investment strategies for companies, without the need to make a significant portion of their budgets available.
- Retain customers. Relevant and useful content, which provides solutions for your consumers, tends to encourage repeat visits.
- Streamline interactions with leads and customers. Content can improve the links between a company and its users, and may even end up being a prompt for interaction on the company’s website or social networks.
- Build credibility and trust. Good content typically increases the authority of a company in its market sector. Your content acts as a demonstration of your in-depth expertise, thus generating an image of authenticity and improving user perceptions.
- Create a “digital asset”. “Evergreen” content is timeless and will always remain current. As a result, it can be reused without requiring too much additional work. It remains indexed in Google forever, making it a “digital asset” which generates long-term income without undue effort.
Don’t underestimate these benefits which Content Marketing services can bring to your company. These services do not require large budgets, and are a great help for your digital marketing strategy.
As an established PR and Content Marketing agency, we can help you to develop the most appropriate strategy for your company. For more information, do not hesitate to contact us.
FAQ about Content Marketing Services
Welcome to our Content Marketing FAQ! We at Sherlock Communications understand that navigating the world of content marketing can be a bit overwhelming, especially in the Latin American context, so we’re here to provide you with answers to some of the most common questions. Whether you’re new to content marketing or looking to enhance your strategy, we’ve got you covered.
Content marketing is crucial because it allows businesses to connect with their target audience in a meaningful way. By providing valuable and relevant content, you can build trust, establish authority, and drive customer engagement. It’s a cost-effective way to reach your audience and differentiate your brand in a competitive market.
Crafting an effective content marketing strategy involves several key steps. First, define your goals and target audience. Then, conduct research to understand your audience’s preferences and pain points. Create a content calendar, plan your content types, and allocate resources. Consistency is key, so stick to your schedule, measure your results, and adapt your strategy as needed.
A content marketing strategy is a comprehensive plan that outlines how you’ll create, distribute, and manage content to achieve specific business objectives. It includes defining your target audience, content topics, formats, distribution channels, and performance metrics. A well-defined strategy ensures that your content efforts align with your overall marketing goals.
Content marketing works by delivering valuable, informative, or entertaining content to your target audience. This content can take various forms, such as blog posts, videos, infographics, and social media updates. When executed effectively, content marketing attracts and engages your audience, drives organic traffic, and converts prospects into customers or loyal followers.
Content marketing works because it’s based on the principles of building relationships and providing value to customers and the target audience. It caters to the information needs of your audience and positions your brand as a trusted source. When people find your content helpful, they are more likely to engage with your brand, make purchases, and recommend your products or services to others.
Content marketing matters because it’s at the heart of modern digital marketing. In an age where consumers actively seek information online and connect with brands in a human-like way, content marketing allows you to meet their needs and establish your brand as an industry leader. It fosters long-term relationships with your audience, boosts brand awareness, and ultimately contributes to your business’s growth.
A well-executed content marketing strategy offers numerous benefits, including increased website traffic, improved search engine rankings, enhanced brand authority, higher customer engagement, lead generation, and conversion. It also helps you stay relevant in your industry and adapt to changing market dynamics.
Storytelling is a powerful tool in content marketing because it helps you connect with your audience on an emotional level. It humanises your brand, making it relatable and memorable. Effective storytelling engages your audience, holds their attention, and can lead to stronger brand loyalty and customer relationships.
To integrate SEO into your content marketing strategy, conduct keyword research to identify relevant and high-ranking keywords in your industry. Incorporate these keywords naturally into your content, optimize meta tags, headings, and images, and focus on creating valuable content that answers user queries.
Regularly monitor your SEO performance and make adjustments to improve your search engine visibility. This will increase the chances of having a well-positioned content on Google or other search engines of your preference.
Social media plays a crucial role in content marketing by providing a platform to distribute and promote your content to a wider audience. It allows you to engage with your followers, build a community, and encourage content sharing. Social media platforms also provide valuable insights into audience preferences and behaviours, which can inform your content strategy.
Repurposing content involves taking existing content and adapting it into different formats or for various channels. To maximise its impact, identify your most successful content pieces and repurpose them into videos, infographics, podcasts, or social media posts. This approach extends the lifespan of your content and reaches different audience segments and is one of the many tactics our content marketing services cover.
Data and analytics are essential in content marketing for tracking performance, understanding audience behaviour, and making data-driven decisions. By analysing metrics like page views, bounce rates, conversion rates, and social media engagement, you can fine-tune your content strategy, optimise your efforts, and achieve better results over time.