Content Creation
Concepts & Ideas Built for Success
Grow your brand with incredible content
Finding new customers is important, but doing the legwork to acquire new business can be a hassle.
That’s what makes inbound marketing so powerful. It’s also why 91% of B2B marketers and 86% of B2C marketers use content marketing to win business.
In a nutshell, inbound marketing is the idea that if you create great content and put it out into the world, people will see it and approach you when they want to talk. But content creation is an essential component of inbound marketing, as any content marketer or marketing manager will tell you.
In order to implement an effective content strategy, you need to have a way to create content!
Below, you’ll find an overview of the types of content creation that clients typically ask about.
Website & Product Copy
Your website copy is essential.
Your website is your digital storefront, and ensuring that your copy is fresh, compelling, and optimized for SEO are huge factors in content creation. It also needs to provide clear navigation while carrying your brand voice, tone, and style.
From your home page to your product list, well-written website copy guides the customer journey. It tells them who you are, what you stand for, why you exist, and — most importantly — why they should buy from you.
In order to write great website copy, I need to better understand your brand. I’ll study what you do, what makes you unique, and ask you questions about your business and your products. Then, I’ll take that information and consolidate it into content that you can place on your website.
Blogs & Articles
For most inbound marketers and content strategists, blogs and articles are the bulk of content creation. In fact, 55% of marketers say that blog content creation is their top marketing priority.
The most effective blogs are informative without being pushy. They provide useful content to readers that keep them coming back for more. But blogs aren’t really about the content. They’re about building trust by establishing your brand as an authority in a niche.
To use a blog as a marketing tool, your blog needs to be a resource, not a sales pitch.
I’ll work with you and your team to ensure that the content we create together is highly-sourced, fits your brand niche, and targets your audience in an effective way.
Blogs & Articles
For most inbound marketers and content strategists, blogs and articles are the bulk of content creation. In fact, 55% of marketers say that blog content creation is their top marketing priority.
The most effective blogs are informative without being pushy. They provide useful content to readers that keep them coming back for more. But blogs aren’t really about the content. They’re about building trust by establishing your brand as an authority in a niche.
To use a blog as a marketing tool, your blog needs to be a resource, not a sales pitch.
I’ll work with you and your team to ensure that the content we create together is highly-sourced, fits your brand niche, and targets your audience in an effective way.
Case Studies
One of the most effective tools out there, you can think of case studies as client testimonials taken to a whole new level.
Case studies usually involve isolating a target market or customer that you want to talk to, then finding a use case from your existing client list who wants to share that experience.
But here’s the catch: Case studies are prepared documentation. They’re a deep dive into a company that you’ve partnered with in the past, and they’re prepared by someone you hire (like me) in order to present your solution in the best possible light to new prospects and customers.
Case studies are powerful tools for inbound marketers and sales teams alike. They leverage the power of testimonials and provide specific use cases that resonate with your target audience in a unique and compelling way.
As far as content creation goes, case studies typically involve an interview, a draft or two, and some negotiation to ensure that all parties are happy with the result.
White Papers
Part research paper, part proposal, and part essay, white papers are designed to promote your product, service, technology, framework, or methodology by using facts and logic.
White papers seek to explain complex processes and help readers understand how the solution your brand provides can solve their problem.
They’re highly effective. 71% of B2B buyers report using white papers in the last 12 months to research purchasing decisions and 61% of buyers share those white papers with their colleagues.
You won’t find flashy headlines inside these documents. They’re text-driven, fact-based reports that give potential clients the information and insights they need to make a purchasing decision.
I can work with your team to generate white papers based on your internal documentation. If you’re unsure how the content creation process goes, I can talk you through those details. (It’s a little different for everyone.)
Keep in mind that white papers are only useful for B2B clients and solutions. If you’re a brand operating in the B2C space, your customers are more likely to respond to emotional-based adverts than the facts-and-numbers reporting that white papers rely on.
White Papers
Part research paper, part proposal, and part essay, white papers are designed to promote your product, service, technology, framework, or methodology by using facts and logic.
White papers seek to explain complex processes and help readers understand how the solution your brand provides can solve their problem.
They’re highly effective. 71% of B2B buyers report using white papers in the last 12 months to research purchasing decisions and 61% of buyers share those white papers with their colleagues.
You won’t find flashy headlines inside these documents. They’re text-driven, fact-based reports that give potential clients the information and insights they need to make a purchasing decision.
I can work with your team to generate white papers based on your internal documentation. If you’re unsure how the content creation process goes, I can talk you through those details. (It’s a little different for everyone.)
Keep in mind that white papers are only useful for B2B clients and solutions. If you’re a brand operating in the B2C space, your customers are more likely to respond to emotional-based adverts than the facts-and-numbers reporting that white papers rely on.
Going Further with Content Creation
These are the most common forms of branded content out there for inbound marketers, but the fun doesn’t end there. From social media all the way to lead magnets and infographics, there are plenty of other tools to help content marketers build their brands.
Do you have a particular content strategy in mind?
If so, I’m always willing to listen and see where I can contribute. Contact me for a free 20-minute consultation. We’ll review how you currently create content and see where I might be able to lend a hand.