We can also provide resources that have experience in the specific industry vertical needed since we work with various clients in all types of industries to generate leads and sales, which range from technology and education to private jet charters and rehab centers. Our writers can even provide a sample piece which we can assemble into small groups to provide options to choose from before inserting them as part of the content marketing effort.

These content marketing efforts can also expand into related campaigns we run to generate leads and sales such as Pay Per Click (PPC) which has certain content marketing specific programs that appear on major publisher sites that run CPC based campaigns to generate more online paid traffic. Another lead generation and branding tactic used is Social Media, which incorporates Social Media banners, headers, curated content and other media since social media itself is considered content that advances the brand and its messaging. Reputation Management employs another form of online content by posting reviews and case studies which serve as 3rd party testimonials in support of or against a business, which helps potential buyers for that firm’s services or products decide if they want to also spend money with them. The biggest area of influence that content marketing typically delves into is either with PR efforts or with Search Engine Optimization (SEO) which is one of the primary means used to drive traffic to websites and landing pages. Content can comprise of text, images, icon, videos and other media that can be published on a website. Content for SEO purposes can also be posted off-site, such as guest blogs, articles, social posts, videos, podcasts and other media options that seek to share helpful information to audiences wanting more detail and insight into particular topics. In doing so, the firm transforms into an online authority on specific subjects, which is a good tactic to branding and staying ‘top of mind’ with target audiences.

One area to keep in mind as the content is created for sales and leads is to employ lead tracking. Proper reporting of online and offline campaigns are often overlooked since it is not uncommon for us to get limited data on what is working on all client campaigns. This is especially true for content marketing efforts since they tend to merge into other campaigns like SEO and Social Media and should be tracked both jointly and separately to properly assess which content tends to have a higher overall impact, reach and recall. We prefer to apply analytics to all our campaigns since it helps us better optimize each program and improve them faster, which then boosts results and ROI, since it lets us and our clients know where their money could be best spent.