Content Marketing

Content Marketing Services to increase leads & generate sales

Inbound marketing engages prospects and customers, and builds trust and authority

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As a business owner you may be hesitant about content marketing. You may think you don't have the time or the journalistic qualities to write content for your website, and don't even know what to write about.

That's why most business websites are pretty static, with very little change in the information. Because of this, these websites get little respect from potential customers looking for information, and search engines alike.

Your business gets found with content marketing

Content marketing is a strategic approach to creating and publishing quality content that is valuable to your target audience at every step in their customer journey. The objective is to achieve your business goals by creating an online presence that attracts and retains your ideal client and drives profitable customer action.

Your website gets found based on the content that you publish on it. No matter how nice your website design, if the content doesn't answer the questions of your ideal client, then search engines will not show your website when someone types in a relevant search!

In this age of media abundance,
every business has an opportunity to deliver a relevant customer experience at the right moment

Mawazo-content-marketing

Tell your story with our content marketing services

Every business has a story to tell, and every story has an audience. With our content marketing service we help you tell your story. We help you produce the content you need to gain trust and authority from your targeted audience, and establish your thought leadership.

The basis for your Content Marketing is a solid Digital Marketing Strategy. It defines your ideal client, how you solve their needs and how you differentiate yourself from the competition. 

Step-by-step content marketing services

Our content marketing services help you create great content, develop an audience, and track results. Based on your digital marketing strategy we:

  • keyword research on the basis of digital marketing strategy
  • content strategy focusing on the needs of ideal clients
  • content calendar to ensure a regular rhythm
  • content creation and regular publishing of content
  • repurposing content in social media, Google Business Profile, outreach and email marketing, ebooks etc.
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Keyword Research

 We carry out extensive keyword research to find the search terms that your ideal clients are using when they are looking for information on your product or service.

Content Strategy 

Based on this keyword research we establish a content strategy that focuses on the needs of your ideal clients and maps out the topics for your content.

Content Calendar

The next step is to map out the content creation process in a content marketing plan. Much of this content may already be available within your company, either in written documentation or in the collective knowledge of your team.

Content Creation

Based on the calendar our content marketers create and post regular content in the form of web pages, articles and blog content. We optimize them for search engine ranking (search engine optimization), and publish them to your website.

Repurpose Content

All content becomes part of a content platform which you use to distribute and repurpose content in as many types of content and on as many platforms as possible. Here are some examples:

  • From every blog post we create 30 social media posts and spread them out over one year after its publication (social media marketing).
  • Content gets translated into posts on your Google Business Profile, which is great for local SEO.
  • Articles get transformed into videos posted on YouTube and published on your website.
  • Newsworthy information is used for the timely publishing of press releases and distributing them to news outlets.
  • Relevant content gets used for email marketing, such as newsletters, sales funnels and email drip campaigns. 
  • Over time the articles form a Pillar Page and / or an eBook on your website which serves to establish trust and authority with your audience.
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You are a content marketing specialist

Over the years we have found that every business has unique expertise to share. There is a wealth of information already available inside your company, and you are producing new content every day!

When we interview business owners and their team about their industry, then we always find that they have knowledge and experience and stories to share. We help you capture these stories and thoughts and turn them into insightful content for your inbound marketing.

Examples of the rich content within your company includes slide decks from training sessions, case studies and whitepapers, product brochures and videos provided by your suppliers, etc. There is also the untapped potential of the collective knowledge of your team, from salespeople to technicians.

And this content grows on a daily basis! For example, your team will answer questions of your customers with emails and phone calls, giving them the information they are looking for.

Unfortunately, most of this content is never put to use on your website.

Content marketing benefits

Content marketing is an effective way to reach your target audience and build trust with them. It helps you establish yourself as a thought leader in your industry, and it can help you generate leads and increase sales.

Content marketing can help you:

  • Reach more potential customers by increasing visibility on search engines,
  • Establish trust with your target audience by providing high quality content,
  • Generate leads by providing website content that encourages people to take action,
  • Increase sales by providing good content that educates and informs potential customers,
  • Build relationships with your target audience by engaging them in conversations,
  • Differentiate yourself from the competition by establishing yourself as an expert in your field.
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Case study content marketing: pillar page for Conceptinero

A Pillar Page or Hub Page is like a directory of content on a main topic, with subtopics and a number of articles for each subtopic. We create Pillar Pages based on the content marketing strategy and use it to create the content calendar. The Hub Page becomes a guide for the articles that need to be written over time.

A diagram of a hub page with a bunch of blogs connected to it

Our client Conceptinero provides consulting services for the SR&ED programme of the CRA. We created 28 blogs which together formed a comprehensive Pillar Page on their website:

A man is standing in front of an hourglass holding a laptop.

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Frequently Asked Questions about content marketing

  • What is content marketing?

    Content marketing is the process of creating and publishing content that is valuable and relevant for your target audience at every step in their customer journey. The objective is to attract and retain your ideal client and drive profitable customer action. 

  • Why is content marketing important?

    Content marketing is important because it helps businesses attract and retain customers by providing valuable and relevant information. It also helps establish trust and credibility with potential customers, and can be a cost-effective way to reach and engage with a target audience.

  • How do I get started with content marketing?

    To get started with content marketing, you should first define your target audience and create a content marketing strategy that outlines your goals, budget, and the types of content you will create. You should also identify the channels you will use to distribute your content and create a schedule for publishing and promoting your content.

  • What are the benefits of content marketing?

    SEO services are techniques that help website owners improve the visibility of their website on search engine result.

    Content marketing offers a number of benefits to businesses, including:

    1. Increased Visibility: Content marketing helps to increase your visibility online by creating content that is optimized for search engine ranking and shared across multiple channels. This can help you reach more potential customers and build brand awareness.

    2. Improved Engagement: Content marketing helps to engage your target audience by providing them with valuable information

    at every point in their customer journey.

    3. Increased Sales: educational content helps build authority and assists your sales team to convert more leads faster. 

  • What are some content marketing best practices?

    Some best practices for content marketing include creating high-quality, original content that provides value to your audience, optimizing your content for search engines, and promoting your content through multiple channels. It's also important to regularly review and analyze the performance of your content to see what's working and what's not.

  • How much does content marketing cost?

    Every content marketing agency will have a different approach, and the cost of the content marketing efforts will vary widely! The cost will also depend on the size of your business, the scope of your content marketing strategy, and the contribution that your sales and marketing team will make to create engaging content.

    Generally speaking, content marketing services can range from a few hundred dollars per month to several thousand dollars per month. The cost will also depend on the type of content you are creating (e.g., blog posts, videos, podcasts, etc.), how often you are creating content, and the platforms you are using to distribute your content.

  • How do I measure the success of my content marketing efforts?

    There are several ways to measure the success of your content marketing efforts, including tracking website traffic, engagement metrics (such as likes, comments, and shares), and conversion rates. We use a number of tools to track web analytics such as website traffic, engagement, conversions, and more. Google Analytics is one of the most popular tools for measuring content marketing success. It provides detailed insights into user behaviour on your website. We combine this with insights from tools such as Visual Visitor, SEMrush and BrightLocal to get a comprehensive view of your content marketing campaigns.

Content Marketing insights from our blog

A bar graph showing the number of people in each industry.

How much content does your website need to be found online?

By Thomas Hess • 27 May, 2024
For your website to be found online you need the right type of content on your website, and you’ll need to have enough of it. So how much is enough? This blog explores how much content your website needs to stand out online.
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Canada Takes on Tech Giants in a Battle For Content Revenue

By Liza Rodrigues • 10 Jul, 2023
Explore how Canada challenges tech giants in a quest for fair content revenue sharing. Discover the latest developments in this digital showdown.
how to write excellent content

How to Write Excellent Content for Your Website

By Mawazo Marketing • 21 Jan, 2023
There are numerous things to consider when writing content for a website. While many of the most common rules of writing still apply (i.e., grammar, spelling, etc.), there are other web-writing rules to consider before hitting those keys. Here are some web content writing tips to follow for creating excellent content for your website.
Engaging Leads and clients group of people

Customer Journey: use content to engage leads

By Thomas Hess • 05 Oct, 2021
Today we have to understand the full Customer Journey all the way from how a potential customer gets to know you, until they become a repeat customer and refer you to their network. After all, for most companies, especially in B2B, referrals’ as their main source of new business!
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