Content Marketing

Why content matters more than ever


Content marketing is a strategic marketing approach that focuses on creating and distributing valuable, relevant and consistent content to a clearly defined audience that attracts, retains and compels buyers to take action – fostering brand loyalty.

Consumers today are bombarded with more messages and advertisements than ever before, so the impact of more traditional channels is somewhat diluted. Content marketing has the capacity to resonate more powerfully with your customers because it’s carefully tailored to their needs and interests. It’s a way of conveying your brand’s personality.

Making great content isn’t enough if it’s not suited to the customers you’re trying to target. Research is key. You must understand your target audience. What are their wants, interests, questions, concerns, pain points? How does your product or service fit into their lives? What expertise do you have that is of use of them? What kind of content could you distribute that would inform, educate, entertain and engage in a meaningful way?

Establish a content tone that represents the expertise and values of your organisation. Your content must be optimised and distributed to the right touch points for maximum impact. Publish articles to your website, write a regular blog, upload interesting video content and optimise your social media and other channels.

So, why does content marketing matter to consumers?

People aren’t interested in the “hard sell”, they want good information to research products and services online before making a purchase. They want relevant content that helps them to make good decisions, without being told. Consumers are less responsive to traditional marketing tactics, preferring to learn about companies through articles and word of mouth.

So, what does this mean for your business?

It showcases your subject matter expertise, establishes trust with your customers, increases traffic to your website and social media channels and boosts search page results, allowing your audience an opportunity to share your content.

Compelling content is the foundation for any successful go-to-market strategy. We believe great content coupled with public relations can maximise resources to move prospects from discovery to decision, as they consume content at every stage of the buying journey. Speak directly to the market, build your personality, establish trust and respect with customers, scale and contextualise your company message.

Zadro’s content capabilities include:

  • Integrated content strategy
  • Content audits
  • Customer insights and market research
  • Content creation and distribution
    • Blogs
    • Infographics
    • Interesting gifs
    • Articles or editorials
    • Case studies
    • Social media content including images
    • Email marketing
    • Thought leadership pieces
    • White papers
    • Video production

1 http://contentmarketinginstitute.com/2016/08/content-marketing-stats
2 http://stratabeat.com/roi-of-blogging

In a recent client survey, Zadro achieved a Net Promoter Score of 91!