Content Creation

Each stage of the customer journey requires different levels of content. Certainly, within this journey specific details of your product or service will be required to help the customer make their final selections, but these details need to be provided at the right time and in the right measure. If believe that content means advertising you risk pushing away potential customers who become tired of seeing repetitive marketing practices highlighting product features, rather than useful information that can assist them with informed decisions. It is incredible how often the Pareto principle applies within areas of sales and marketing strategy, and we firmly believe this rule should be followed regarding self-promotion. 80% of the time, you should provide interesting industry related information, with the remaining 20% dedicated to promoting your products and services.

Rules of Quality Content

There are several rules to follow; the four listed below are merely a great start.

• Establish Authority with content you are uniquely qualified to make
• Be accurate, on point, concise, articulate and if possible jargon-free
• Make it current & relevant to the customer journey
• Do not forget an appropriate call to action

Useful Content, for the Right Audience, at the Right Time

• 01 Create Something That Provides Value To create content that people want to engage with is not always easy. It has to benefit them in some way. This is the golden rule that we apply to every piece to content regardless of the media used. To do this you have to go beyond simple audience research; you have to create detailed personas. This is fundamental to creating content with value.
• 02 Do Not Try To Jump The Queue It is important to remember that the digital world does not change the type of information your prospects need on their journey from being brand unaware through to becoming a loyal customer. Many IT sector companies fall into the trap of providing too much information too soon. They love the data sheet which is their comfort zone and of course they live and breath their product or service, so are eager to tell everybody about the awesome features.
• 03 A Picture Still Paints A Thousand Words High-speed internet has made our world a much more visual place. Complex and sometimes multiple ideas can be conveyed by a single still image, which conveys its meaning or essence more effectively than a mere verbal description. In addition, the use of short animations or videos can be the most effective means of communication, especially during early branding phases. Our experienced graphics and motion design team will work with you to create effective and compelling visual communications for your campaigns.