Content Marketing

Content is an important part of the buyer’s journey and creating a content marketing plan that delivers value to your audience requires time, attention, and a commitment to understanding where you fit in the market.

We evaluate your target buyers and what content they need at each stage of their journey. By understanding the strengths and opportunities in your current content marketing efforts, we outline key initiatives to help your prospects find you, trust you, buy from you, and become loyal customers for years to come.

Our content plans set out an agenda for 6–12 months, so you can execute confidently throughout the year.

Different audiences respond to different types of content. Knowing how your prospects consume information and which topics they are seeking out will help you get your message to the right people at the right time and in a format they prefer.

Through our content planning process, we work with your team to identify topic themes that solve your prospects' pain points, and create relational content topics that will attract and engage them in their buyer's journey.

This approach not only benefits prospects, it also streamlines the writing process and gives you a boost with search engines.

Statistically, technical buyers consume up to 13 pieces of content before making a final purchase decision. For most engineers, over half the buying process happens online before they speak to a company. Through this content, you can compel them with your thought leadership, inform them with your technical depth, and build confidence in them with your experience.

In order to create content that intrigues and informs, you must have valuable, specialized knowledge to offer them. Our experienced marketing writers work with your technical subject matter experts (SMEs) to create content that is highly technical but makes efficient use of the their time.

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87% of U.S. search traffic flows through Google. In order to maximize your investment in content marketing, it's critical to optimize for search.

We help you create authentic content, publish in a consistent cadence, and utilize on-page and off-page SEO best practices so that your content will be easy for the right buyers to find.

EBook

Make the Shift to Content Marketing

In this ebook, we outline best practices for establishing a content marketing plan, taking you step-by-step through the process of the first year. Whether you’re a technical marketer new to this process or an industry veteran looking for ways to strengthen existing efforts, this ebook can help.

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WEBINAR

How to Write Successful Technical Content

We opened up our content development playbook in a on-demand webinar to teach you how to create this content. We walk through the step-by-step process that our technical writers have used for 10+ years with hundreds of clients.

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Frequently Asked Questions

How do I create a content marketing plan?
What is a topic cluster?
What content do I use for different stages of the buyer's journey?

Content marketing starts with attracting visitors to your site. Early-stage content is generally high-level information that visitors access freely on your website such as a solution or industry overview. As you move through phases from attracting visitors to building trust and converting leads, offer premium content featuring in-depth, technical information such as white papers and recorded webinars gated by a form.
How can I reuse content?
What kind of return can I expect with content marketing?

Content marketing is a long-term strategy where you build your own community rather than pay to tap into someone else's. There are several pieces of implementation necessary, including plan development, website design, marketing automation and content development. It typically takes 9-12 months to start to see traction with search engines and lead growth, but the investment pays off as an annuity over time.
Who should create technical content, engineers or writers?