What exactly is content marketing and why does it matter?

 

Put simply, content marketing is a way to drive people to your site by giving them material that either amuses or informs, but doesn’t directly advertise.

Key to understanding this principle is realising that content marketing is not writing words about why a specific product or supplier is great. That’s normal marketing. It’s the ‘content’ element that makes this special.

Content marketing is engaging with your community through an idea instead of a product. The aim is to serve the community first, by sharing information, ideas and experiences that benefit others without directly asking for anything in return.

This idea of simply giving information because it’s useful is what draws people to follow a link to your site to learn more. Consider it to be the first step in the sales process, it drives people to your site because they see you as a good, reliable source of information. You then need to have enough content on the site to keep pushing the customer ever closer to purchasing your good or services.

 

As a digital agency, Emporium Media is perfectly positioned for content marketing.

At Emporium Media we’ve brought together some of the country’s best journalists, designers and videographers. These are creatives who have learnt their skills in newsrooms, TV studios, magazine publishers, and web design agencies honing their skills for anything from five years to over a decade.

Our point of difference is our agility. We don’t all work under one roof, we bring together the right people for each individual project. True bespoke solutions to your needs.

On a practical level, this means that our team can be trusted to find a compelling angle in even the driest of material and then create digital and print content that is guaranteed to catch the eye.

Some business owners assume their line of work is too boring to be able to offer “a brand story”. Not true – and that’s where the professional skill of Emporium Media’s editorial team can take over.

Competent journalists are equal parts writer and investigative interviewer, focused on finding the hidden, impactful insights that differentiate their stories from the generic chatter that nobody notices.

It’s that ability that is the cornerstone of an effective content marketing campaign.

 

 

The content marketing process with Emporium Media

Every agency has their own style. Emporium Media takes a methodical approach to content marketing, to offer best results. This is the process we follow:

Content overview

We begin with a full inventory and evaluation of all your available content. We will look at every piece of material you have on file and see if it can be repurposed for distribution across the web.

Content type

Once we know what content we have, or need to generate, we can start filling various silos, such as: Interviews, ask the experts, productivity, galleries, resources, trends, opinion, checklists, surveys, analysis, case studies, best practice, beginners guides, productivity and so on.

Format

The internet devours material and each piece of content can be formatted in various ways for different platforms: articles, slide shows, video, press release, webinar, app, ebook, social, e-learning, email, etc.

Platforms

In consultation with your team we will upload to the sites and platforms most relevant to your customers. This includes both social options, such as Twitter, Facebook, Pinterest, Instagram, Snapchat and LinkedIn, and also specific forums and blogs.

Strategy

Having worked out what content to share, in what format and to what platform, Emporium Media will create a full week-by-week content marketing strategic plan. This ensures material is released in a co-ordinated way, with timing determined according to achieving maximum impact.

Metrics

Once the material has been approved by your team and gone live, we will measure how it spread across the web. This is to better understand where the best results were achieved and make changes for future releases. This could include a range of analytics – from page views and unique visitors to brand metrics, reputation metrics, retention metrics, social metrics, bounce rate and more.

Refinement

With analysis compete, Emporium Media will examine traffic, leads, branding, sales, search results, member feedback, shares and engagement figures to better refine and target our efforts at specific groups.

 

Emporium Media should be your trusted content marketing partner

Emporium Media won’t simply generate content and distribute content without tactical thinking. We are proud to be brand custodians for a range of companies and understand the responsibility that goes with that role.

Every piece of information we prepare for your content marketing campaign is expertly edited with consideration for your desired tone of voice and brand guidelines.

All facts are checked by our sub-editors and sources are credited. Calls to action and invitations for feedback are included to generate an increased response rate.

The content is then be fully search optimised, with particular attention paid to headline optimisation and the terms people are using in their search queries.

Finally, everything we do is given to your team for sign-off before it goes live. If you want revisions, feel free. We don’t charge for revisions as it’s our pleasure to keep working on the material until you are absolutely satisfied with it. Every step of the way, Emporium Media thinks and works as an extension of your company.

That’s why we call ourselves an emporium, because we believe we echo the days when you could go to a single store and be treated like an honoured customer. We will bend over backwards to offer every service you need, from just one agency and with exceptional customer service. We like to believe that we’re not only the most personable agency in Perth, but potentially Australia.