content marketing
Is your brand clearly communicating its value-prop? Is it speaking to the right audience, at the right time, in the right way? Is it joining conversations your customers are already having? And is your brand making meaningful contributions to those conversations?
Content Marketing creates the opportunity for your brand to engage targeted users by speaking to their needs + values, while also building conversations around its products + services. By building a Content Strategy around critical data-insights, your brand can articulate its USP to consumers in a way that generates awareness, trust, and sales.
our content marketing process
Not all Content Marketing Strategies are equally suited for all brands, and not all content types are equally capable of resonating with all audiences. At anderson pigeon, we develop Content Marketing Strategies + campaigns that align with your brand, its audience, and their shared values, and inspire action that support your brand’s business goals.
goals + kpis
It’s not enough to start, join, or have a conversation. That conversation should also reflect both your brand’s goals and your audience’s needs. At anderson pigeon, we map those goals against Content Marketing opportunities, and identify KPIs that can be tracked + measured throughout your brand’s Content Marketing campaign
audience analysis
A Content Marketing Strategy is only as effective as the audience it targets and the values it conveys. At anderson pigeon, we will help your brand understand who its current audience is, who its target audience should be, and how its content can engage and communicate its value-prop to all relevant different segments.
content audit + strategy
An effective Content Marketing Strategy requires an actionable understanding of how your brand is positioned in the content landscape. anderson pigeon will assess your brand’s content footprint, compare it against leaders in its industry, and roadmap an actionable Content Strategy around your brand’s business goals.
competitive content analysis
Every brand produces some kind of content. But how does your brand measure up to the competition in terms of content footprint, messaging, and engagement? anderson pigeon will help your brand identify + contextualize those gaps, scope and roadmap a strategy for closing them, and implement the tactics to do so.
content planning + production
With a clear understanding of what content your brand should be invested in, anderson pigeon will then develop an actionable content calendar around market data, such as search trends. Our expert content strategists will plan + produce artfully crafted content that speaks directly to your audience’s needs and supports business goals.
measurement + refinement
A content strategy’s value is determined by the results it produces and outcomes it affects. anderson pigeon will closely monitor + measure the performance of your brand’s Content Strategy, and ensure that it continues to evolve alongside audience needs, and adapt to changing market conditions and consumer trends.
content marketing faqs
Have questions about what Content Marketing is all about and what it can help your brand accomplish? Want to know more about the value it can offer both your brand and your audience? Check out these FAQs to learn more about how Content Marketing can help your brand reach business goals.
what is content marketing? ›
Simply put, Content Marketing is a form of inbound marketing that communicates your brand’s, product’s, or service’s value-prop and/or USP to its audience through original, branded content. There are also many different types of content brands can use in their Content Marketing efforts, including blogs, guides, images, memes, GIFs, and video – to name just a few. Furthermore, branded content can be promoted on, and target users through several different channels, including organic search (SEO), paid search (SEM), social media (facebook, youtube, twitter, instagram, etc.), and email marketing.
Simply put, Content Marketing is a form of inbound marketing that communicates your brand’s, product’s, or service’s value-prop and/or USP to its audience through original, branded content. There are also many different types of content brands can use in their Content Marketing efforts, including blogs, guides, images, memes, GIFs, and video – to name just a few. Furthermore, branded content can be promoted on, and target users through several different channels, including organic search (SEO), paid search (SEM), social media (facebook, youtube, twitter, instagram, etc.), and email marketing.
why is content marketing important? ›
Content Marketing is important for a number of reasons. First, it allows brands to communicate their value-props and USPs on their own terms. Second, it allows brands to speak to their audience’s needs, establish trust + relevance with their audience, and demonstrate how their products/services address those needs. Third, it allows brands to contribute to conversations that consumers are already having about their needs + values, and build relationships with those consumers by helping them navigate and overcome the challenges they face. Finally, Content Marketing supports SEO efforts by creating keyword rich content that offers solutions that users are already searching for.
Content Marketing is important for a number of reasons. First, it allows brands to communicate their value-props and USPs on their own terms. Second, it allows brands to speak to their audience’s needs, establish trust + relevance with their audience, and demonstrate how their products/services address those needs. Third, it allows brands to contribute to conversations that consumers are already having about their needs + values, and build relationships with those consumers by helping them navigate and overcome the challenges they face. Finally, Content Marketing supports SEO efforts by creating keyword rich content that offers solutions that users are already searching for.
how and why does content marketing work? ›
Content Marketing works by generating ROI and supporting a brand’s business goals on a number of different levels. First, it allows brands to generate awareness of their products/services by communicating their value-prop and USP to a target audience. Second, Content Marketing generates demand for a brand’s products/services by demonstrating how they align their audience’s needs + values. Third, it supports a brand’s SEO goals by positioning the brand and its products/services in front of users who are already looking for them (even if they’re not yet aware of the brand or its offering). Finally, Content Marketing helps a brand establish authority + trust with consumers, allowing it to build the kind relationships with their audiences that inspires them to take actions the support the brand’s business goals.
Content Marketing works by generating ROI and supporting a brand’s business goals on a number of different levels. First, it allows brands to generate awareness of their products/services by communicating their value-prop and USP to a target audience. Second, Content Marketing generates demand for a brand’s products/services by demonstrating how they align their audience’s needs + values. Third, it supports a brand’s SEO goals by positioning the brand and its products/services in front of users who are already looking for them (even if they’re not yet aware of the brand or its offering). Finally, Content Marketing helps a brand establish authority + trust with consumers, allowing it to build the kind relationships with their audiences that inspires them to take actions the support the brand’s business goals.
how does content marketing help SEO? ›
In a nutshell, Content Marketing supports a brand’s SEO goals through the creation of value-added content that ranks on targeted keywords. More specifically, Content Marketing involves creating content that speaks to users’ needs + values. In doing so, a brand produces content assets that are relevant for (and rank on) keywords that users search whenever they’re looking for a solution to a specific need. Consequently, a well-executed content strategy will position a brand, its content, and its products/services in front of users who are already looking for them – even if those users aren’t already aware of the brand or its products/services.
In a nutshell, Content Marketing supports a brand’s SEO goals through the creation of value-added content that ranks on targeted keywords. More specifically, Content Marketing involves creating content that speaks to users’ needs + values. In doing so, a brand produces content assets that are relevant for (and rank on) keywords that users search whenever they’re looking for a solution to a specific need. Consequently, a well-executed content strategy will position a brand, its content, and its products/services in front of users who are already looking for them – even if those users aren’t already aware of the brand or its products/services.
how does content marketing drive sales? ›
Content Marketing helps drive sales at several levels of the conversion funnel. At the Top-of-Funnel, Content Marketing generates awareness of a brand and its products/services by appealing to users at the research phase of their decision-making process – i.e. what options exist to fill their needs, how take advantage of those available options, what users should be looking for in a product/service when making a purchasing decision. At the Middle-of-Funnel, Content Marketing generates demand for abrand’s products/services by establishing trust + authority through thought leadership and addressing users’ needs + values directly. At the Bottom-of-Funnel, Content Marketing generates sales/conversions by demonstrating how a brand’s own specific products/services are best-suited for filling a users’ needs.
Content Marketing helps drive sales at several levels of the conversion funnel. At the Top-of-Funnel, Content Marketing generates awareness of a brand and its products/services by appealing to users at the research phase of their decision-making process – i.e. what options exist to fill their needs, how take advantage of those available options, what users should be looking for in a product/service when making a purchasing decision. At the Middle-of-Funnel, Content Marketing generates demand for abrand’s products/services by establishing trust + authority through thought leadership and addressing users’ needs + values directly. At the Bottom-of-Funnel, Content Marketing generates sales/conversions by demonstrating how a brand’s own specific products/services are best-suited for filling a users’ needs.
