There are many reasons why an organisation should use content marketing whether it is the intention to build or reposition a brand and its values, increase sales, engage with and / or retain customers or for search engine optimisation (SEO) purposes. With SEO, the landscape is constantly changing. Techniques to improve a website’s page rank that were once OK may well not be OK now (or in the future). Google is now more focused on rewarding websites with good quality content and punishing sites that use “black hat” SEO techniques.
Leaf Communications has over 20 years’ experience creating strategies and developing great content for the web. We structure out campaigns around four principles:
1. Campaign strategy and planning
2. Content creation
3. Content distribution
Campaign strategy and planning
We’ll create proposals and define a content marketing campaign strategy. We’ll work with you to understand who your customers are and what they want. We’ll identify key words that are important to you for search engine optimisation purposes. Finally, we’ll structure a schedule of activities so that it’s clear what we will be doing and when.
We aim to produce content that is of high quality, that is engaging or entertaining. Content may be any of the following:
- Text: this may entail news stories, product launches, case studies, white papers or thought leadership articles. We tailor articles to your brand and tone of voice.
- Video: Many organisations now use video content to engage their audiences. 70% of people say their perception of a brand improved after watching its video content. Video is ideal for branding, sharing and SEO.
- Graphics / infographics: 90% of information transmitted to the brain is visual so it is no surprise that high quality infographics are 30 times more likely to be read than plain text.
Simply writing awesome text article or creating a funny video isn’t going to guarantee instant content marketing success. Content must contain optimised keywords so that it may be found or you must place it where you think your customers might be looking, eg LinkedIn or Twitter. We can help you manage your social media activity, once we have the content we will publish it in the most relevant places. It may also be appropriate to distribute it to your email database with our hugely measurable email marketing service.
Understanding how we are progressing against our strategy is paramount. We’ll report back to you on a monthly basis with a number of metrics that are easy to digest and show exactly how we are doing.