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According to the latest data, 90% of Marketers utilise content marketing as part of their overarching marketing strategy, with over 60% measuring its success through conversions and sales.

Content Marketing
Content Marketing
Content Marketing

When incorporating content marketing into your overarching strategy, it is important to develop content that strikes the right balance between useful and engaging, while building the kind of trustworthy reputation that will keep you at the forefront of your customers’ minds.

With that goal in mind, it’s worth asking the question: how does content marketing work, and why should you use it?

The pitfalls of paid ads

In the eyes of some firms, paid advertising is the be-all and end-all of online visibility – but, while paid still has its place in today’s marketing landscape, we’re seeing the rise of content as a means of generating higher levels of online traffic.

This rise is likely to reach stratospheric levels when you consider that Google are phasing out third-party tracking cookies – meaning ads will be less personalised, and companies will need to create new ways to generate organic traffic in the absence of traditional ads.

Besides, even when ads are personalised, there’s no guarantee they’re getting noticed – according to one study by Adobe, a remarkable 92% of respondents said they don’t pay attention to advertising they encounter online, and, with ad blocking software ever increasing in use and popularity, it’s clear that other strategies are required for brands who want to get noticed.

What is content marketing?

Content marketing isn’t a complicated idea, but it can feel counter-intuitive – because the content you produce might not directly involve selling your product or service.

Instead, the goal, for any good content marketer, is to drive organic traffic by providing the relevant content that prospects are using search engines to look for.

Of course, it’s not just about attracting visitors to your site – content marketing is equally about establishing your brand as a trustworthy, authoritative presence whose content is not only well-written and attractively presented, but informative, useful, and pertinent to the needs of the visitor.

So, what should we write about?

Before jumping into the content, it’s important to bear in mind that content marketing isn’t limited to copy (though copywriting is absolutely a part of the process). ‘Content’ is a broad church that encapsulates images, videos, podcasts, articles, and any other media that can be published online.

It’s also worth noting that, though content marketing is more than an overt call to purchase your product or service, that doesn’t mean you should create content aimlessly or irrelevantly. Your bakery won’t get very far if your content marketing strategy involves a blog dedicated to tips and tricks for getting mystery novels published.

What, then, does relevant content look like?

A sportswear brand, for example, might produce content that solves a problem, cures a pain point, or gives information pertaining to sport and exercise – perhaps an article titled “How to Select the Right Running Shoes” or an interview with a health professional on “Top 5 Ways to Avoid Football Injuries.”

In either case, the sportswear brand doesn’t necessarily need to point out that they sell various kinds of running shoes and shinpads – the goal is to convince your audience that you’re a brand that cares about their needs and concerns without explicitly attempting to sell them anything at all.

A helping hand from Platform81

Here at Platform81, we have the experience, resources and capability to dedicate serious amounts of time, effort, and craftsmanship to your content marketing strategy.

Thanks to our eagle-eyed understanding of the topics and issues that surround your brand, Platform81 can identify and exploit an array of relevant content ideas, creating authoritative pieces that cement your brand’s standing as a safe pair of hands with consumer interests at its core.

Our team of marketing strategists are masters of engaging content and know how to maximise content marketing to help boost your online presence and organic traffic alike.

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