What We Do > Content Marketing

What is it?

The web offers a world of choice but rather than a generic pitch of products or services, good PR campaigns include content marketing. This is a relative new form of marketing that doesn’t involve direct sales but focusing on creating and distributing valuable, relevant and consistent online content, attracting and retaining a clearly defined audience, driving profit for the customer.

What we can do

Sherlock Communications aim is to increase our clients’ reputation as relevant and trustworthy source and also encouraging return visits, increase brand awareness and loyalty, engagement and advocacy.

Using content marketing we provide our clients’ with applicable and worthwhile content to attract and transform potential customers into actual customers. We do this by creating and sharing valuable free content which helps solve our clients’ business needs. We provide as much value from our clients’ content marketing to as much of their target audience possible. Through building trust and rapport with potential consumers via editorial and creative content – such as images, graphics and videos – we create sustainable brand loyalty, provide valuable information to consumers, and the future desire to engage and purchase.

By provides additional social media marketing content this contributes to search engine optimisation (SEO) by generating natural inbound links and building up good content on your website that gets found in search engines. For many companies, the bulk of their SEO efforts should be focused on content marketing.

Content Marketing

Content Strategy

Our content marketing activities focus on:

Content Strategy

To really understand our clients’ brand, their market and audience, we assess clients’ current activities, editorial identity and style, as well as the digital marketing challenges. For a country and continent as diverse as Brazil and Latin America, research is paramount since our clients and their audience come from diverse sectors and backgrounds, all with bespoke specific needs. Hence, through data analysis and workshops we gain strategic insight into audiences’ hearts and minds so we provide a faultless user experience.

Using our industry expertise and innovation, we shape and develop a content strategy – including brand editorial character, detailed personas, style guides and editorial calendar – we work closely with our clients’ team to implement the strategy.


The content strategy identified our clients most engaged audiences and their personas so we produce a clear, targeted promotional plan which positions our clients brand into the right audience, on the right platform, at the right time. By writing relevant and valuable content, we craft stories tailored to the target audience which positions our clients’ brand as a trustworthy source. This encourages brand engagement, loyalty, advocacy and returns visits.  

By testing and evaluating different messages we ensure our clients’ content performs well on different platforms. At part of an integrated campaign, we may even adapt older content, promoting it to a new audience, to ensure maximum coverage. This could also include working with traditional PR, display advertising or organic search as the best plans are harmonised. Our flexible approach means that we work with our clients’ team to ensure their objectives are achieved.


Product on Content Marketing


All our content marketing work focuses on the long-term strategy and we concentrate on achieving lasting value for our clients. Our ultimate aim is to grow our clients’ audience across the best channels for their business, increase engagement and build communities. We create editorial value-rich content and place it so that relevant audiences and search engines can easily find and share it. Shrewd clients recognise the value of investing in creative content in all forms. These can be:

  • Infographics:  usually a visual interpretation including statistics, charts, graphs or other key information. They can be hugely effective as can be shared on social media and posted on websites for years. Our in-house team relish the creative challenge to produce something eye-catching, informative and of value to the audience;
  • Web pages: this can be tools, resources or compelling case studies, offered for free introducing potential customers to our clients’ products, services and expertise;
  • Podcasts: this gives our clients visibility in a new world, primarily iTunes. Through giving valuable information and advice for free has a proven track record of increased to sales;
  • Videos: through using other platforms, such as YouTube, promoting products and services is key to market growth.

Other examples include books, white papers, e-books, apps, public speaking, presentations, and blogs. The key is what we can do to add value as this is the driving force to win our clients business.

The reason why is psychological: four steps of the buying cycle.

  1. Awareness – prior to awareness, customers may have a need but may not be aware there is a solution.
  2. Research – once gained awareness of a solution, customers will research to educate themselves.
  3. Consideration – customers start comparing different products on the market to ensure they get a good product at a good price.
  4. Buy – customer makes the transaction.

Traditional advertising and marketing focus on the second two-step of the buying cycle. Content marketing taps into the first two stages through by raising awareness of solutions and educating consumers about a product that they may not consider before.

Potential customers see our content, find value in it, and by the time they contact our client, they are already convinced they want to make a purchase. This means that clients don’t have to engage in any high-pressure sales tactics as the trust that usually needs to be built up during an extensive sales cycle has already been created before they know the potential customer exists.

If completed correctly, the return on investment for content marketing can be phenomenal. It can also bring additional benefits as it supports other digital marketing channels.

To learn more about our content philosophy, read our approach to planning and messaging.