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Making content work for you
Excellent content marketing is almost unfair. It brings you qualified buyers, helps to convert while strengthening your brand, and continues to generate value for years.
Transforming complex insurance concepts into captivating narratives with Allstate
Leading agents explain the ins and outs of insurance in an engaging video series we created for Allstate
What to look for in a content marketer
Excellent writing and strong ideas are essential for content.
Collaboration. Good content marketing combines writing talent and business knowledge. Your content marketing agency should be able to showcase your team's expertise in a compelling way.
Data You don't know exactly how content will perform until you publish it, but your marketing partner should be ready to learn from the data when you do.
Amplification. In a noisy world, content needs to be promoted to be seen. Behind your content creators, you need marketing power to carve out space so your voice can be heard.
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A deep dive into the facts
We start by getting to know your audience - their questions, interests, and needs. We look at the content your competitors create to identify gaps. We also include content competitors who are vying for your audience's attention, even if they're not looking to get their business.
Getting informed and inspired
Once we understand your business and our goals, it's time to put our heads together and find relevant ideas for your business that will bring value to your audience and improve their lives. When we have some winning ideas, we present them to you for feedback.
Putting pen to paper
Our experienced copywriters use what they have learned and apply your brand's unique voice and perspective to create compelling content. From the start, the content team works closely with design to ensure that your content captures your audience's attention and keeps it with outstanding visuals.
Getting attention for our hard work
Launching your content is not the end. In the age of content overload, your content promotion strategy needs to be as smart as your content creation plan.
Tracking performance and doing it all again
Content marketing doesn't track conversions the same way as digital ads do, but measurement is still essential for generating insights, assessing performance, and planning future content.
Given that content marketing is usually, but not always, focused on raising awareness and interest among prospects, we focus on defining performance indicators centered on engagement and brand awareness, unless your content serves another specific purpose in your conversion funnel.
A piece of content can hit the jackpot and reach a wide audience, but the best content marketers consistently create content - building their audience, adapting to feedback, and sticking with it. We see each piece of content as a stepping stone to the next.
