What is Content Marketing?
Content marketing is a form of marketing that naturally pulls prospective customers to your organization and engages current customers through the publishing and distributing of focused, educational, and valuable content. So let us spin your brand’s best stories into campaigns that are useful and entertaining, while simultaneously building up your sales pipeline.
Why is Content Marketing Important?
As consumers, our buyer’s journey has dramatically shifted over the past decade. In Google’s eBook, “Zero Moment of Truth,” Google reported that consumers checked an average of 10 sources of information before making a purchasing decision. That research was conducted in 2011, before the mass adoption of smartphones and the explosion of content. Indeed, today, it’s estimated that consumers consume nearly 11 hours of content every day.
In today’s media landscape, consumers aren’t looking for products; they’re looking for information to guide that purchasing decision. And content marketing is the way to give your customers and prospects the information they’re looking for.
eCity's Approach to Content Marketing
Research & Strategy
The most important aspect of content marketing doesn’t actually involve the writing or publishing of content. While you could publish content based on assumptions about who your audience is and what content they want to read, that strategy is more likely to result in content that doesn’t resonate with your audience or accomplish your business goals. And in today’s competitive media landscape, that’s a recipe for content marketing failure.
That’s why eCity starts every content marketing project with a brand immersion and content audit process. In this first phase of content marketing, we make a concentrated effort to understand your organization and its business and content goals. Then, we conduct the same level of research on your audience, learning their pain points, content needs, and consumption habits.
Armed with the insights needed to craft a successful content marketing strategy, eCity puts its team of talented marketers and writers to work for your organization.
Each organization’s content and business goals are unique, so we don’t charge by the hour, post, or word. Instead, we work with a monthly retainer and focus on creating the kind of content — including blog posts, white papers, infographics, videos, and social updates — that will move the needle for your organization.
Just because you build it, doesn’t mean they will come. That may be a cliche among content marketers, but it’s a cliche because it’s true. Today, the competition for attention is fierce; great content alone isn’t enough.
Instead, eCity focuses on building a loyal audience over time for your organization, and making sure they see your content through a targeted approach to content distribution.
Simply put, the right audience + the right content + the right platforms = content marketing success.
Let's Get to Work
Are you ready to get started with content marketing that works? Or are you interested in learning more? If you would like to discuss how this might work for your organization, give us a shout. We’d be happy to talk you through it.