Content Marketing – Iterate Marketing

Reaching Your Customers With Content Tailored To Their Needs

Promotional web content is everywhere. It’s boring, goes unread, and is a waste of company resources. It’s often “me”-focused and doesn’t help customers or engender brand trust. Marketing material is only useful when a prospect is about to buy, not when they are deciding between you and your competitors. We believe that web content must answer to business objectives first. We build, optimize, and promote content to guide customers through your business’ buying process.

Our Process

What purpose will our content marketing efforts serve? Lead nurturing? Customer retention? Sales? We clarify company goals and develop a business use-case for content before creating any content. Once we understand the purpose of a content marketing system, we launch our 8-point content marketing ecosystem:

Customer Insights

Knowing how and why customers buy is essential for guiding them towards buying from you. The core of our marketing methodology is to leverage demographic and psychographic data to match the problems your potential customers have with the products and services you offer.

Competitive Analysis

Creating strategies that ignore hot-today-gone-tomorrow marketing fads is predicated upon a strong understanding of your customer’s behavior and your competitor’s tactics. We provide the analysis and guidance to optimize your strengths, defend against threats from competitors, and implement strategies that your competitors aren’t.

Content Gap

Every sale is dependent on answering the questions and solving the problems your customer has. Often, they have latent, unmet needs that they don’t know or don’t wish to express. Our Customer Insights process identifies the problems your customers have and the best way to deliver those answers. We inventory your on-site and off-site web content and qualitatively judge:

  • Relevance
  • Clarity
  • Engagement
  • Audience Targeting
  • Brand Messaging

We work to fill your content gaps, prioritizing our work based on importance, urgency, and expected ROI.

Content Planning

Ever felt like viral marketing or infographics on social platforms are a waste of time & money? Well, you’re right, because, without a holistic marketing plan that accounts for your customers’ buying cycle, they often are. By understanding your customer, your competition, and your industry, we precisely target the bottom-of-funnel, on-site sales conversions, that make increased traffic an actual investment.

We plan content on a quarterly basis, using shareable Editorial Calendars to plan, monitor and synchronize across organizations. We continually assess our successes, our failures, and the ultimate effectiveness of our efforts.

Content Creation

We focus on creating content that outperforms your competitor’s most successful content types, carving out our own unique niche in your in industry, and creating unique content that makes for happy customers and builds the foundation for lasting SEO.

We start our work with the highest expected-ROI content. For many brands, this means whitepapers, eBooks, long-form content, product or service pages. These pages and content types are crucial for moving customers through the buying process.

Content marketing isn’t a one-off “campaign” – it’s a fixed investment with dividends that accelerate over time. We make safe bets to assure returns, but we know from experience that it doesn’t always pay to play-it-safe. We work to identify riskier, higher-upside investments for our clients after proving return on our early investments.

Content Promotion & Distribution

Too many companies create great content that never gets seen. We promote content through outreach, distribution and placement. Our content is promoted on social networks, blogs, email newsletters, press releases, content-sharing sites, and the paid platforms your customers frequent. Taking “owned media” content from your site and transforming it into “earned media” on third-party platforms is the first step towards high-powered promotion in the digital sphere.

Content Optimization

We optimize our creation process by quantifying the performance of the content we have crafted, learning from our findings, and then refining it all over again. With each piece of content, we track and analyze dozens of metrics to help us find the marketing mix that satisfies your core audience while increasing your market share.

Content Measurement

We ask a number of questions of our content, including:

  • Is it driving leads?
  • Is it driving sales?
  • Is it saving us money?
  • Is it driving retention?

If we answer “no” to any of the above, we go back to the drawing board, refining our approach to content creation consistently over time.

With writers, editors, designers, and developers at our fingertips, we create, optimize and measure the following content types:

  • Blogging
  • Product/Service Content
  • Videos
  • Email Marketing
  • eBooks
  • Whitepapers
  • Infographics
  • Visual Assets
  • Social Media Content
  • Press Releases
  • Case Studies & Testimonials
  • Slideshows
  • Feeds