I-COM’s award-winning content team has been practising content marketing since long before the term became a marketing industry buzzword. We recognised a number of years ago the benefits of producing creative content that can increase brand awareness, drive consumers to your website, generate revenue, and raise the profile of your brand in the eyes of search engines and your customers.
As such, we pride ourselves on the content we create for our clients: all to the highest standards; all backed by as much knowledge of your industry and target audience as possible; all with measurable objectives; all with detailed production and promotional plans.
If you’ve heard enough and would like to speak to us about what our Manchester-based content team could do for your brand, get in touch today. Call 0161 402 3170 or fill in our contact form. If not, read on to learn more about content marketing’s importance to your digital marketing strategy.
What is content marketing?
Simply speaking, it’s the creation and delivery of the content your audience is looking for, in all the places they are looking for it.
For some people it pays to be a bit more blunt when explaining content marketing. To borrow a definition*:
Your customers don’t care about you, your products or your services… they care about themselves, their wants and their needs. Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you.
Why is it important to do it well?
Because, to be honest, the likelihood is all of your competitors are already doing it, and probably better than you.
Recent research** has found that 91% of B2B marketers and 86% of B2C marketers already use content marketing.And if they’re not, you have the perfect opportunity to take advantage and blow your competitors out of the water on the web.
What are the benefits?
Before deciding to invest in content marketing, you probably want a bit more detail about what it can do for your company. In truth, it’s one of the only digital marketing methods that can consistently offer all of the following benefits:
- Improve your website’s Presence, Awareness AND Conversion: It can target all three of the key ingredients for online success.
- Improve your brand image: By becoming a publisher of content that interests/educates/entertains your target audience, you will be more likely to be viewed in a positive light by those people - even if they have never dealt with you before. Provide true value to people in a crowded marketplace and reap the rewards.
- Demonstrate expertise and thought leadership: Show people you are an authority in your industry and you will build trust among the customers and clients you want to reach. More trust = more business.
- Improve SEO and build your online brand: Search engines such as Google now want to show users what they deem to be the biggest brands within a specific industry or topic. So to compete with the big boys or maintain your rankings in Google you need to build your online brand and get people across the web talking about you and linking to you. Content marketing is one of the best - if not the best - ways of achieving this.
- Drive leads: When you combine all these factors, your website is more profitable than ever.
Who do we do it for?
B2B, B2C, niche, mass market - you name it, we can do it. Regardless of what you do, we can create and execute successful content marketing strategies for you. We’re used to getting our heads into technical and complex businesses and writing like an insider.
We said earlier that content marketing can help you improve your website’s Presence, Awareness and Conversion. Let us shed a little light on how our content strategies do that.
We use a results-focused framework that identifies your target audience and, crucially, how close they are to making a decision as to whether they want to buy a product you sell, or pay for a service you offer. We tailor the content we create to potential customers at each stage of the decision making process and aim to move them closer and closer to the point at which they choose your company.
What about our approach to creating and executing a content strategy? The graphic below sums up quite nicely the four stages we go through:
What can we create for you?
Our content team can create a huge range of content in different formats, including (but not limited to):
- Blog posts
- White papers
- Industry reports
- Press releases
- Visual one-pagers
- Animations/visual storyboards
- Slide decks
- Case studies
Standalone strategies, consultancy & training
We don’t necessarily have to produce content for your company. Instead, we can work with and help your marketing team create the content that can take your brand to the next level.
We can create strategies for you to implement yourselves, or just help out on an ad-hoc basis and make sure you’re working as effectively as possible. Alternatively we can run training sessions for your team. Wherever you need help creating content, we are here to help.
Examples of our content marketing work
We created around 1,000 pieces of content over the past 12 months alone, so we just wanted to pick out a couple of content marketing campaigns of which we’re particularly proud of, to help you get a flavour of what we can create for you:
For more information, read our Christy Towels case study.
To speak to us about how content marketing can help your business, get in touch with us today.
Call 0161 402 3170 or fill in our contact form.
The website is now out performing all previous versions in my time at the firm (10 and a half years) in terms of lead generation. A very big thank you from myself and everyone here at JMW for all the hard work and effort the I-COM team have put in.
Thank you for the absolutely fantastic job that you have done for Jonathan Fawcett Limited. I am extremely grateful for everything that you have done for us during the last few months. I-COM has given us exciting new direction and at the same time captured the aspects of the company that are worth preserving. Business is so often about making choices, and we definitely made the right decision in choosing I-COM!
The new website places the customer at its core, using our extensive knowledge of our audience to make sure it responds to the way they shop for shoes and accessories today.