Content marketing is the cornerstone of how you attract, engage with and convert customers, so it’s not something any business can afford to overlook.
Companies that publish blogs generate 67 per cent more leads than those that don’t. Meanwhile, B2B buyers will typically engage with between three and five pieces of content before they get in touch with a sales representative.
The effectiveness of content marketing is therefore clear for all to see. But what should you be looking at in order to make this work for your business?
In today’s crowded marketplace, you need to stand out. As such, good search engine optimisation (SEO) is essential. Ensuring that all your content is working towards this goal is therefore a key part of any content marketing strategy. This means much more than just using the most relevant keywords. Search engines today have a lot of tools at their disposal and have become very adept at filtering out poor content.
Therefore, quality matters. And this is something that needs to be considered throughout everything you do, whether it’s a regularly-updated blog that gives users reasons to keep coming back or highly shareable content like videos and infographics that help you earn those all important backlinks.
Blogs are one of the best tools available for boosting engagement and increasing interest in your company, and this is an area we’ve long-specialised in. Blog content helps demonstrate your industry knowledge, builds trust and gives you a space to tell your firm’s story.
For many brands, their blog page is where they get the chance to let their unique voice shine through and highlight their core values, expertise and personality. What’s more, by adding a comments section or sharing blogs via social media, you can start conversations with your customers and uncover new opportunities.
A well-written, regularly-updated blog also helps improve your search engine rankings and drive traffic to your website, as well as helping you generate inbound links from third-party websites – which search engines also view as a sign of quality.
An effective digital PR strategy is vital in ensuring your message reaches the people you’re aiming at, and we have huge experience in helping tailor your content for the right audience and getting it in front of them.
Our digital PR services cover a wide range of opportunities to get your brand noticed online. It could be crafting and distributing a press release, social media management or helping run livestreaming videos or webinars to showcase your firm’s skills and expertise in your field.
This is all about boosting the visibility of your brand. In turn, this leads to higher web traffic, improved authority and recognition within your sector, and more leads.
Quality copy is at the heart of all content marketing activities. Our copywriting services cover every aspect of your digital presence, including blogs, landing pages, guides and how-tos, thought leadership articles, product descriptions, company information and more.
Your website is your digital shopfront, so ensuring you have the highest possible standard of content is vital in presenting a good first impression to potential customers. If it’s hard to read, difficult to understand or just plain boring, no-one is going to be interested in buying from you.
If you’re not sure where to start with this, we have the skills and experience to help. Whether you’re looking to update product pages, populate your blog or perform a full overhaul of your online presence, Axonn specialises in optimising and improving your website copy.
Corporate communications are all about how you define your brand online, and cover all the planning, content production and engagement practices you need to turn users from browsers into customers. This is especially important in the B2B space, where buying journeys tends to be longer and require you to produce engaging content at every stage of the sales funnel.
These communications come in many forms. For instance, written content that can enhance your brand includes blogs, personalised emails, press releases and thought leadership guides. But you should also be looking at visual content such as infographics and illustrations, as well as video content like instructional or promotional videos, interviews and webinars.
Your landing page content is a vital part of your brand’s online presence. It can help you meet a number of goals, but in general, this is where you’ll generate leads and look to turn casual visitors to your site into loyal buyers.
Among the types of landing pages we can help you produce are data capture pages, which are typically used as a gateway to premium content such as in-depth reports or whitepapers, and play a vital role in lead generation by giving you the details of potential customers who are already engaged with the site.
We can also assist in creating click-through pages that highlight the key benefits of your products or services and encourage visitors to take the next step on the buying journey. Company information pages such as ‘about us’ sections also fall under this category and provide a vital space for you to showcase your history, values and vision.
Newsletters are a great way to keep in touch with existing customers and other individuals who’ve expressed an interest in your brand’s offerings. Email allows you to make highly targeted communications, develop meaningful relationships with customers and provide personalised news and offers.
As well as allowing you to build brand awareness, it’s easy to measure the effectiveness of this type of content and gain insight into which efforts are proving effective and which are not, allowing you to tailor your content marketing strategy accordingly. However, making newsletter marketing work for you depends on creating engaging copy, strong visuals, and a good balance between educational and promotional content.