“Content” marketing is the process of creating resources of value as defined by your ideal online audience’s information-gathering behaviors, that position your organization as a trusted source, and reliable service provider. All marketing efforts, regardless of approach, must tie back to the consumption of goods and services.

This requires having a deepened level of understanding of your ideal client’s biggest challenges, online search behaviors, and external factors that influence their decision-making. We work closely with clients to understand these variables, and inform them on how to speak about their services online.

The distribution of consistent, high-quality, engaging online content to new audiences is enough to convince someone to consume your services.

Read more about content marketing here.

No. Content marketing is cost-effective for small businesses owners because it focuses on storytelling to effectively communicate a business’s value and authority to online audiences through owned and earned media (which are often low-cost or free).

We offer a variety of service packages for new small businesses (in their first 1-2 operational years) seeking new client acquisition, established small businesses seeking to scale their online reach into niche segments, and marketing teams looking to outsource their content development and acquisition strategy.

We also offer packaged and one-off consulting services for new and established business owners looking to work alongside a seasoned marketing professional to optimize or deploy a live marketing campaign.

Read about our services on our pricing page.

To market any service business, you will need to conduct the following:

1. Gather the intelligence you need to validate demand for your business.
2. Develop value-based messaging to effectively promote your services.

All efforts that follow, including the content generated to disseminate your value-based messaging, should tie back to the evidence you procure through conversations with clients, questions received at events, and feedback delivered online.

Read how to market a service-based business here.

Absolutely. We work closely with clients to underline their online audience’s search behaviors and any external factors that may influence their decisions. This includes creating an ideal client or student profile, followed by content in the format best appropriate for search and social appearances: text, audio, video, image, or cross-media.

Our content strategies range from quick results (4-6 months) to long-term visions (1-3 years).

Common content we product include: email newsletters, blog articles, podcast episodes, short-form video (reels, shorts, stories), long-form video (webinars, explainers, testimonials, how-tos), social media posts, ebooks, press releases, website copy, and landing pages, among others.

The key to understanding your potential impact and success on social media apps is to understand whether your target audience is even active on the app and the issues and concerns they face.

We always recommend building a content marketing strategy that digs into the research behind your target markets, their industries, marketplace behaviors, and interests. Then you can build content to publish on the apps in the formats they require with the confidence your efforts will bear fruit.

Read how to optimize your social media posts here.

For better or worse, the tools accessible to us all make it easy for bad or inexperienced actors to create and publish content as “domain experts.” Below are ways to vet the authors of the content you consume. Consider these tools of information literacy as it relates to new business marketing.

• If they’re a member of a professional organization in their field.
• If they have case studies of past work with clients relevant to your industry.
• If they maintain certifications or professional development through work with third parties.
• If their education background and professional experience is relevant to the domain knowledge they share.

Marketers use their trade secrets, professional knowledge, and tools to uncover patterns of consumer behavior that help you understand your successes and your failures.

Read more about marketing literacy here.