As a marketing agency, Henderson Robb Marketing knows that an inbound-marketing organization may expect a 62% lower cost per lead than traditional marketing-dominated companies.
At the heart of Henderson Robb’s marketing solutions, you’ll find content.
The list includes, but is not limited to:
- Blog articles
- Case studies
- Social media messages
To spread awareness for inbound marketing services and the value of branded content, it’s our job to encourage our clients to adopt our methodology.
Our single point of focus is always to help grow your business, so we provide these marketing services that cater to your content marketing – and lead generation needs.
Before we dive into content production, it’s important that we stop to consider the importance of a sound content marketing strategy.
The development of a strategy will help you generate a better understanding of where you stand currently and what you need to do to get to where you want to be.
One of the most important parts of our marketing solutions is organizing the development of buyer personas. Even if you already have them in place, it’s important that we evaluate their quality and identify ways to strengthen them. This is a critical first step, as the personas you create will then be used to guide the direction of future content creation.
Aside from personas, we’ll also perform an audit of your existing content. We find that many businesses have a handful of whitepapers or a dozen blog articles that can be repurposed or reformatted to provide a starting point for content creation.
Once we have a sense of what we want you to publish, we’ll also set up a way to organize your content efforts. Depending on the amount of content you agree to publish we recommend a content calendar blueprint that could include:
- Social media
This is a critical step for any marketing agency because it helps you visualize progress, frequency, and publishing patterns.
Content Creation as part of your marketing plan often runs into roadblocks from the get-go.
- “We don’t have time to create content.”
- “Our industry is far too boring for us to create anything of interest to anyone.”
- “Our audience doesn’t use social media.”
As any marketing agency knows, the concept of creating content can be incredibly overwhelming for businesses that are used to traditional marketing solutions. We believe that most of our clients will benefit from a blend of our marketing services, including:
- Social media
- Premium content creation
We revisit your buyer personas to determine which types of content would be the best fit based on where your audience hangs out online.
Whether you outsource your content to a marketing agency like Henderson Robb, or you leverage an in-house team, you need to be sure that those creating the content are well versed in your business and unique needs. This will help you ensure that the content feels authentic and is aligned with your goals.
Content Optimization is one of the most important marketing services Henderson Robb provides to our clients.
Today’s business people are not shy about doing their own research prior to any decision-making. To make sure you’re being found, and found interesting by people looking for marketing solutions online your content needs to be both visible and optimized for it to make an impact on your business’ bottom line.
By using our content optimization service, you can achieve increased visibility and conversions using:
- Keyword research (we call it keyword mapping)
- SEO best practices
- User behavior
- Competitive insight (we call it market intelligence)
This marketing solution informs your strategy, but optimization isn’t just as “task” that can be easily crossed off your list. When thinking of how Henderson Robb approaches content marketing, you should think of it more like an ongoing, ‘evergreen’ process.
If you are looking to get your content into the right hands at the right time, a content promotion strategy is one of the most necessary marketing solutions.
We know from years of experience, many businesses operate with a “if we build it, they will come” mentality, that is why it’s important that marketing agencies are focused on offering a service like out to expand your current reach.
There are an overwhelming number of outlets for content distribution, our job is to identify which ones will generate the greatest return and will save time and budget. We start with an analysis of your current distribution channels, and we include an understanding of how your competitors are promoting their own content.
This includes channels like:
- Social Media
- Service Pages
We use the buyer personas to uncover alternative platforms that might have been overlooked.
Another effective option we offer to help your brand connect with industry influencers who would be interested in sharing the content we create for you. This can help expand your reach in your industry, and it provides instant credibility for your brand.
Having stale, outdated content is worse than having no content at all.
Does this sound familiar? You have a post that you published months (maybe even years) ago that is still driving a significant amount of traffic. If that content is left untouched and becomes out dated, it’s likely that the visitors that land on a piece of content won’t get what they need, and as a result, they’ll leave unsatisfied.
If your business website content hasn’t been updated in several years (this isn’t uncommon), you should start by making a note of which pages should be prioritized based on business goals.
If your C-Suite seems a little skeptical about the importance of this one of Henderson Robb’s marketing services, be sure to remind them that Google loves fresh content.
Swapping out old statistics with fresh ones, removing old screen shots, or replacing internal links with more relevant ones will reinvigorate your brand’s content.
There’s an old business proverb that says, “You can’t manage what you can’t measure.”
The content marketing services we offer will provide you with numbers you can adjust to your content marketing strategy so it aligns with what’s actually working. We need to know what success looks like to your business in order to report on what content is working best for you:
- Driving more traffic?
- Increasing social engagement?
- Doubling Webinar registrants?
- Increasing free trials?
- More phone calls for estimates?
- Requests for membership?
This helps Henderson Robb and you identify more meaningful KPIs (Key Performance Indicators) and set well-defined goals based on these indicators. Then, when it comes time to run a report, we know exactly what information you want and need to know.
To know more about how Henderson Robb marketing solutions can help you develop a Content Marketing Strategy we just need to start at conversation.