Content Marketing Strategies
72% of marketers said that having a good content strategy was a major key to their success. (B2B Content Marketing)
Being search engine optimisers for over twenty years, equally we have created content planning strategies and provided content marketing services for the same period of time. True content marketing efforts aren’t just blogs, guest posts or overly long landing pages, its about articles that are underpinned by data and research to create effective, lead generating and authority building content. As Web 3.0 begins to revolutionise how we consume content in all its forms, content strategies recognise the value of investing in creative content.
Audiences are now faced with more choices than ever before, a more sophisticated approach has to take place to stand out from the competition. Relevant, consumable but effective content is the new currency to fulfil this by providing tangible added value and a satisfying customer experience
From an SEO perspective, an impactful content marketing strategies earn your website backlinks, visibility and importantly increased interaction from potential clients, in turn this increases your Google authority and in turn deliver more traffic and more conversions.
Over the last twenty years I have brought together my own specialist team of content writers specialising in a range of B2B and B2C sectors including luxury retail, fashion, construction and technology, we produce exceptional content that drives content marketing results for our clients.
Whatever the challenge laid before us, there is always someone within our in-house team who has the experience and knowledge to search and create copy and content to engage your target audience.
Skellig use their unique experience and knowledge with a dash of machine learning and artificial intelligence to produce effective search engine optimisation and content marketing strategies. When we improve your visibility on search engines like Google and Bing, SEO can have a real impact on your business. An evolving discipline, SEO requires experienced and knowledgeable marketers to deliver sustained results for the last twenty years Skellig’s team have been at the forefront of some of the biggest SEO and Content Marketing Strategies in the world.
Whatever the scale of your aspirations for your company, whether seeking a local or national audience, Skellig are the people to help.
Strategies that work
If you want to know more about the benefits of working with a content marketing consultant let’s schedule a free initial consultation today.
What does Skellig do?
I’ve been digital marketing for over 20 years, helping brands get the most out of a rapidly morphing online world.
I helped companies get their heads around the possibilities of Google the very month it was launched. Before that I was immersed in the “traditional marketing” world of display and print advertising. Many marketers struggled to get to grips with the advent of digital marketing (and lots still do) but I was fortunate enough to see the potential… and I haven’t looked back.
Since 1998 I’ve been using and refining a suite of tools and approaches to online marketing such as data analysis, content marketing and digital PR. But I’m not just about fancy strategies and Big Picture Thinking, I use practical, evidence-based tools to get you results, from Pay Per Click (PPC) advertising on search engines, to Paid Social and Search Engine Optimisation (SEO).
How is a Digital Marketing Consultant different to an agency?
Many people get confused about the difference between a digital marketing consultant and a digital marketing agency, and that’s understandable.
In a nutshell: consultants are typically well-connected individuals with a wealth of strategic knowhow they can leverage to bring value to your brand. Agencies on the other hand tend to be larger operations with a narrower focus. Let’s look at the differences in more depth.
Consultants take a different approach than agencies
A digital marketing agency are in the business of delivering campaigns for brands, and usually have a set range of offerings that they attempt to sell to clients. When a company wants to promote new products or services they will either create a digital marketing campaign in-house, or they will hire a digital marketing agency.
In contrast, a digital marketing consultant takes a more strategic, flexible approach. We look under the hood of your current digital marketing operations and offer advice and implementation to get it firing on all cylinders. We’re not interested in selling a pre-determined marketing package to our clients, instead we work as a trusted expert advisor, able to step in at any point of the process and offer our strategic insight.
Consultants work on a different scale
Digital marketing agencies are usually large-scale operations with a big team, each with different specialisations. They are highly hierarchical, and often bureaucratic. They add value by operating at scale. They are a good way for large businesses to outsource the heavy lifting required by some digital marketing campaigns, but they don’t usually offer any long-term strategic insight for brands.
Digital marketing consultancies, by contrast, offer brains over brawn. They are often run much more lean and agile operations than agencies. For example, the Skellig digital marketing consultancy largely consists of me, Martin Jeffrey, though I do work with my own trusted team when needed. But this doesn’t limit the size of clients I work with. A major client of mine is one of the biggest family entertainment companies in the world, and they’ve been with me for 17 years. If a digital marketing agency had only one or two people on their team they wouldn’t have much to offer.
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How do successful brands use content marketing?
Content marketing is nothing new. John Deere created a magazine aimed at farmers in the 1910s; it covered everything farm related, but it helped their business get exposure to an audience wider than ads could typically reach, and much more importantly it demonstrated that John Deere were experts in their field (excuse the pun), a go-to resource for those in the know. This was a very powerful way to endere people to their business. Their sales of farming equipment not only rocketed, they established themselves as an iconic brand that has endured for over a century.
Although content marketing is nothing new, it’s a technique that has massively grown in popularity with the growth of the internet and the proliferation of digital channels.
Content marketing has been used to great effect by a wide range of brands, from pop singer Lana Del Ray getting tens of thousands of comments posting artsy lifestyle photos on Tumblr, to tech giant Cisco shaving $100,000 off of a product launch by leveraging social media content.
Large businesses get value out of content marketing by sourcing high quality content from experts in a range of niches and publishing it on a range of digital platforms. They often call on influencers to help amplify their brand reach and gain relevancy. But the important thing to realise is that every business needs a content strategy that is specific to their business model.
Why is it important to have a content strategy?
If the act of creating and publishing content alone was enough to build brands, more businesses would be reaping the benefits. Unfortunately, it’s not enough to just create content, you need to have a goal you want to achieve so you can measure how effective your campaigns are.
The content you produce also needs to tie in to your sales cycle. It needs to help guide people on their journey from content consumer to customer. To do this you need to understand how your content will relate to prospects at every stage of your sales funnel. And you need to have a way of measuring success. Part of your content strategy design is to discover what goals you want to achieve and develop a framework for knowing when you’ve achieved them.
How Skellig can help you with your content strategy?
By now you should have a clear understanding of what content marketing is, and how it is different to content strategy:
✔️ Content marketing is the use of relevant, targeted content to build your brand reach and engage your audience.
✔️ Content strategy is the plan you put in place to get the most from your content marketing.
I’ve helped many brands develop and implement an effective content strategy over the years. If you want help getting your content strategy firing on all cylinders, get in touch today.