Content marketing
What is content marketing?
We use the power of words to trigger action.
A content agency creates copy that helps businesses impart information. Our team of writers and ex-journalists specialise in crafting engaging pieces that make highly complex topics accessible, understandable and appealing to a broad audience.
What we produce isn’t to fill space. It’s to give advice, dispense help and, ultimately, generate leads and sales. We know that every piece of content begins with a story, and we know how to create and tell one that works effectively at every level of the marketing funnel.
We have experience in targeting a myriad of disparate B2B and B2C audiences, through industry trend reports, whitepapers, guides and well-optimised website content – all to be published and promoted through multiple channels for the greatest impact.
Should your audience be international, the copy we create is localised wherever it can be. Rather than simply translated, this means it’s tailored to the tone and nuances that resonate most with readers on a local level, wherever on the globe that may be.
Let your marketing funnel starve your weak competitors.
Good content marketing understands challenges.
We create appropriate and interesting content, whilst keeping to key marketing objectives. We then time it to meet what your audience is looking for at each step in their decision-making process.
At the top of the funnel, we put your business in the right place to make the best first impression — for which there is only one chance to put your expertise on the map.
As people warm to your words and open up to what you offer, our more comprehensive content will help them to consider their options. Here, you start to stand out against your competitors as an expert and visionary, showing why you should be the primary choice.
At the bottom of the funnel, as people start to deliberately look into businesses like yours, our short-form content will deliver the final push and call they need to take action and become a customer.
Our content marketing experts
Trained journalist with a background in local news. Wordsmith and eagle-eyed proof reader. Culture vulture, European explorer and runner.
Catherine
Head of Content
Magazine journalism aficionado, of the Tank content hub. Honed her writing talents on the battlefields of Peterborough’s A&E and beauty counters. Proud recipient of the Andrew Frisby ‘Agency Hairdresser’ mantle.
Humairaa
Senior Content Specialist
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Good to know
What is content marketing?
Content marketing is about answering people’s questions, imparting information, piquing their interest or persuading them to take action. Whatever the form, whether it’s in a news story, on a website, in a whitepaper or an annual report, it needs to be engaging and clearly understood.
We’re experts at taking complex subjects and translating them into pieces that can be more widely understood. People connect with stories, which they can apply to their own lives and situations, and our content team are excellent storytellers.
Ultimately, a content marketing agency works to attract customers with good quality content. Its work is to sell your brand, product, service or expertise to people without arousing suspicions they’re being sold to, and to pass on information without being perceived as spammy.
What is a content strategy?
A content strategy sets direction of what content you need, why, when and reminds how it should be produced.
This is informed from your buyer personas, brand strategy and keyword research. Buyer personas give us the profile of your target clients and, more importantly, their challenges and pain points. These direct the key set of messages we need to weave in to help resonate with those people.
Keyword research, for SEO purposes, will create a plan of organic content that helps your audience find you through their searches in Google. This will be a mix of long-tail informational pieces and short-tail commercial-led landing pages.
To tie all of this together, consistently representing your tone of voice and personality, we’ll use your brand strategy. This is a document that sets the essence and DNA of your brand and gives clear guidelines to our team when it comes to matching your language to key brand messages.
Which businesses can do content marketing?
Any and every business can use content marketing and benefit from it. Whatever the sector — retail, technology, education or hospitality — there are always benefits to be had in growing your audience and maximising your appeal.
If need be, we can start creating content for you straight away. Though, to get the juiciest benefits, we will discuss your marketing strategy and how the pieces fit into that, helping you to achieve your business’s next milestone.
Every piece of content, together with other activities such as PR, digital, social media or technical SEO, should work together to achieve that goal.
Can we help with content translation and localisation?
Business today means appealing to multinational audiences is increasingly necessary, but this brings its own challenges.
Translating copy — whatever its form — is important to truly capture the attention of international readers. However, simply handing it to a content translation agency can mean the subtleties and meaning are lost or dampened in the process.
Because we understand the essence of the message being put forward, having helped to shape your tone of voice and being guardians of your brand, we know how that messaging will sit within the channel and your overall strategy.
We use our network of writers based in various countries around the world to not only act in place of a content translation company and change the language of your copy, but also to apply the relevant distinctions that match up to the customs and conventions of different cultures.
This is what will make it equally as effective as a marketing tool regardless of the country, giving you true content localisation that native customers will trust.
To date, we’ve localised and deployed content into countries including Germany, France, Spain, US, Canada, Japan, Australia, Italy, Romania and Bulgaria.
How does content marketing help to build my brand?
Having a distinctive brand voice is what makes your brand recognisable. People buy from people, not loosely-connected gatherings, so making sure your business speaks with a consistent style and personality is crucial.
Our team of content writers are brand chameleons, slipping seamlessly into different brands’ voices to create pieces that fit perfectly. And, if you’re unsure your business’s tone of voice isn’t quite right, we’ll help to evolve it into what it should be.
We act as the content marketing agency for businesses in finance, software, ecommerce, science, manufacturing, property, leisure and more. Each sector must be thoroughly understood for the content to be authentic and engage readers, but the marketing funnel process remains consistent.