A good content marketing agency will provide your partners, stakeholders, clients, and prospects with interesting, educative and compelling experiences, via multiple formats and channels, to position your company as the “go to guys” in your field.
Good content writers will set you apart, and a sustained flow of remarkable content marketing ideas will cultivate relationships, build trust, and keep your company top of mind with people who matter until they ready to speak with you about your solution.
And a content marketing strategy defines why you are creating content. Who is it that you are helping, and how you will uniquely help. When done well you will use a content marketing strategy to set the blueprint first to build an audience and then generate leads and increase revenue.
As well as providing content creation, content strategy, and a content marketing platform, Equinet will provide you with:
Ideation – Based on the interests, fears, aspirations or questions that your buyer personas face at different stages of their buyer’s journey.
Research – Respond to the ideation stage with qualitative and quantitative discovery to inform the content output.
Plan – Based on the concept and research, develop a synopsis and outline the creation process, setting expectations for delivery.
Create – With the idea, research, synopsis and distribution plan in place it’s time to work on the creation of your content and review output before the design stage.
Design – Develop and refine the output whether post-production, graphic design, picture acquisition or some other aspect of completing the asset for final review.
Distribute – Devise promotion across your website, social channels, email subscriber list, on your blog, PPC, outreach, and even syndication.
Analyse – Measure and analyse every touchpoint and conversion event during the distribution process and identify viable opportunities for repurposing the asset.
Adding context to your contacts' experience of connecting with you, adds a dimension previously only enjoyed by companies with resources like Amazon or Netflix. But now, technology enables us to deliver the right content to the right person at the right time.
Content fuels inbound marketing and remarkable content requires inbound to reach its full potential. Working with an agency that excels at both inbound and content marketing increases the returns you can expect from your investment.
A whitepaper sets out an argument for a particular solution to a problem. Or it can take a solution-agnostic approach, highlighting benefits without selling your services. White papers are vanguards of the educational marketing revolution. An excellent vehicle for positioning your company as an authoritative expert in your market.
Less formal than a white paper, an eBook is more concept-centric and relaxed in its approach. But it is nonetheless underpinned by sound research and robust propositions. eBooks allow for a more visual representation of the subject. A more conversational format, providing a framework for wide-reaching analysis.
eBooks are more likely to be constructed around 'how to' type content. And they represent a cornerstone of an inbound and content marketing programme.
Equinet creates this type of cornerstone content with the buyer's journey in mind. Educative and informative offers at the 'Awareness' stage, agnostic of your solution but still wrapped in your brand. And 'Consideration' stage offers, more aligned with how you might help.
Given a choice, many people will choose to view something before reading about it. Historic problems with bandwidth and technology which made video a non-starter for many businesses are behind us now. Today, with universal broadband and smart tech,
Interviewing customers, partners, or experts in your field, can create great top of the funnel content. But it is important to get to the point. To keep a good pace - using short, powerful sentences, and keeping it brief.If you have a product that isn't self-explanatory, then a product demonstration video could save you time and money and improve customer understanding.
Talking head video shot in the studio (at Equinet). Up to three minutes. Script consultation and editing. Professional lighting, audio and autocue. Brand positioning and graphic incorporation in the edit.
Storyboard development. Shot on location. Multiple participants. On-site footage. BBC cameraman, Producer and Assistant. Cutting edge kit. Optional specialist equipment (
An eNewsletter will reach subscribers with regular content, keeping you top of mind. You have an opportunity to repurpose content like your blogs, new hires and curated content; third party posts you believe to be worth sharing. In this way, you will save recipients precious time. Time saved by pointing them towards great content they otherwise might have missed.
Now you have a mix of your content and the cream of what's good in your market. So you have earned the opportunity of promoting a content offer. And if you are using a tool like HubSpot, you will be able to serve up 'smart content offers' - content offers that relate to the recipient persona and their stage in the buying cycle.
Webinars are interactive and intrinsically engaging and create a sense of event around your ideas and information. They can be repurposed for on-demand access creating an evergreen asset that will keep on generating leads into the top of your funnel.
Good webinar software supports activity before and after the event so, when people register, you can ask them to submit questions, and the software will send automated reminders in the weeks and days leading up to the event.
With the best solutions, you can ask participants to fill in a survey after watching and send automatic follow-up emails to those who attended as well as those who did not.
Checklists or cheat sheets are short-form content offers which look easy and quick to consume while still promising value. They could be a comprehensive guide to terms or summary steps to a solution, formatted for quick reference. These offers can be important as they often constitute a first step on the path to gaining a prospect's permission for future communications.
Case studies are a simple yet very effective way to illustrate the benefits of your business or product. They allow your story to be understood by way of a third party. A third party with similar needs to your prospect. So it is not like an advertisement, more of an endorsement.
So, case studies are a good way of aligning the benefits of your product or service with the interests of your visitor through real-life examples of how you delivered value to a third party and helped them accomplish their goals.
Your case studies, as with all of your content, should start with your target personas in mind. As they read, they should get a sense that you are comfortable in and understand their industry.
Your case studies should identify the customer’s goals and their subsequent needs and show how you met those needs and goals. You need to provide specific details and tangible results the visitor can relate to. And wherever possible, you should visualise the results with pictures and charts.
Whether it is for your eBooks, CTA banners or email templates, good design will set your content apart.
At Equinet we treat digital design as a vital and central component of everything we do:
Equinet works across all design from concept to delivery including, at times, brand elements like logo redesign and promotional materials for events and print.