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Content Services.


Content marketing is a strategic approach which is focused on creating and distributing industry-related, relevant, and branded content which attracts and retains a defined audience. This strategic content can drive profitable customer action.  And strong content strategy will aid in keeping your marketing funnel full. There are so many different types of content that can be used to drive traffic to your website. But how do you know which one is the best option?

Content’s Role & Tools

Content marketing enables the inbound marketing process. Inbound marketing leads find your business more organically, specifically through meaningful engagement online.

Content marketing is the creation of content that effectively attracts customers and guides them through your customized sales process.

Content marketing should utilize strong, engaging content for each stage of the customer funnel. All social media posts, videos, podcasts, etc. flow from the cornerstone content. Businesses that are serious about content marketing work with inbound marketing and content marketing agencies like Concept.

Content marketing does not eliminate the need for outbound sales like cold calling. However, content marketing, being the key ingredient to a successful inbound marketing, enhances the sales experience for the customer. Inbound marketing brings businesses its most informed customers who are collaborating with sales and customer service.

Utilizing Concept to help you develop a strong, strategic plan and content is key to gathering those important qualified leads. A strong content strategy should include:

Figuring out where in the sales journey your customers may be will help you figure out what type of content and tools are best utilized:

Another crucial step in developing strong, optimized content is to create a content marketing strategy plan. And when you develop this plan, there are some items that need to be considered:

And within a strong content marketing plan, you should have:

Set Goals and Objectives

When establishing content marketing goals, start with some questions. They might look simple, but don’t assume you know the answers and skip this part. Discuss them with your team and make sure you’re all on the same page.

  • Why are we doing this?
    Even if you think you know the answer, spell out why you’re doing content marketing and why it’s important. And the answer shouldn’t be, “Because everyone else is doing it.” Forget about what your competitors or the rest of the world are doing and come up with a specific reason tied exclusively to you.
  • What’s the overarching goal?
    There are a variety of ways to answer this question. Some answers will focus on hard metrics like brand awareness, lead generation, or actual transactions. Other answers will focus on softer metrics like prospect engagement or establishing your company as a thought leader in your industry. There is no right or wrong answer. No matter what, though, answer this question early in the process.
  • What is our unique story?
    Even if you think your business falls into the cookie-cutter category, it has a unique story. If you don’t know what that story is, then you may want to go through a process that focuses on company messaging before you move forward.

Research Your Market

Your content marketing plan should be based on credible primary and secondary research. Primary research includes interviews with internal and external stakeholders. Secondary research includes relevant reports, studies, or surveys. Your content marketing plan needs to include your research findings in these core areas:

Know Your Target Audience

A content marketing plan is dependent on identifying which target audiences you are focusing on. If you don’t know who you are trying to reach, regardless of how strong your content is, it will not be successful. Be sure to ask questions like:

Assess Your Existing Content

If you’re going to plan your future content, it probably makes sense to evaluate your current content, right? In particular, if you’ve already developed a healthy library of content, you’ll want a trained editorial eye evaluating each piece to determine its value (or lack thereof) as engaging, educational content for your target audience(s), its relationship to new messages and themes, and whether it deserves a spot on the new content roster.

Do a Competitive Analysis

Your competition is vying for your customers’ mindshare on a daily basis. Anyone in the decision-making seat — your prospects included — has limited time to consume information and will select the one with the most applicable content.

Utilize the tried-and-true method of a SWOT analysis when doing your competitive research. This will help you identify your strong areas and your weaker areas. By identifying these, it can help you figure out what content should be added or built upon.

Identify Channels and Tactics

Successful content marketers include an arsenal of tactics in their plans in order to achieve their goals.

Content comes in many forms that you can create. Below are some of the most popular formats used by marketers.

  • Blog Posts
    Posts should provide valuable content for your audience that makes them inclined to share posts on social media and across other websites.
  • Case Studies
    Case studies, also known as testimonials, are your opportunity to tell the story of a customer who succeeded in solving a problem by working with you.
  • Templates
    Templates are a handy content format to try because they generate leads for you while providing tremendous value to your audience.
  • Infographics
    Infographics can organize and visualize data in a more compelling way than words alone. These are great content formats to use if you’re trying to share a lot of data in a way that is clear and easy to understand.
  • Videos
    Videos are a highly engaging content medium that are shareable across social media platforms and websites alike. Videos require a bigger investment of time and resources than written content
  • Social Media
    Posting on social media, however, is pivotal to amplifying your brand’s reach and delivering your content to your customers where you know they spend their time.

Execute & Measure

Now it’s time to finally put all of your hard work into place and launch your new content. Prior to launching your new content, be sure to take stock of where your current metrics are and what your goals are after launching.

The Concept Difference.

Concept is a unique sales development and marketing agency. We specialize in helping our clients track all leads through any portion of the sales funnel. We develop a custom reporting dashboard for each client, so they have complete visibility into how their leads and campaigns are performing. With our partnerships with Salesforce and HubSpot CRM platforms, our clients are also able track their conversions from various media buying platforms. At Concept, we connect all sales and marketing efforts back to actual closed deals and prove true ROI.