What We Do > Content Marketing

Content Marketing

What is it?

The web offers a world of choice. In the place of generic pitches for products or services, good PR campaigns include content marketing. This relatively new form of marketing doesn’t involve direct sales but focuses instead on creating and distributing valuable, relevant and consistent online content – attracting and retaining a clearly defined audience, ultimately driving profit for the customer.

What we can do

Sherlock Communications aims to strengthen our clients’ reputation as relevant and trustworthy sources, encouraging return visits, increased 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. The creation and sharing of valuable, free content help solve our clients’ business needs. We take as much value as possible from our clients’ content marketing to as much of their target audience as possible.

Building trust and rapport with potential consumers via editorial and creative content produces sustainable brand loyalty, provides valuable information to consumers, and stimulates future desires to engage and purchase.

Additional marketing content on social media contributes to search engine optimisation (SEO) by generating natural inbound links and building up useful content on websites that will appear in search engine results. For many companies, the bulk of their SEO efforts should be focussed on content marketing.

Our content marketing activities focus on:

Content strategy – To thoroughly understand our clients’ brand, market and audience, we assess their current activities, editorial identity and style, as well as their digital marketing challenges. For places as diverse as Brazil and Latin America, research is paramount. Our clients and their respective audiences come from diverse sectors and backgrounds, all with specific needs. Through data analysis and workshops, we gain strategic insight into audiences’ hearts and minds so that we can provide flawless user experiences.

Using our industry expertise, we shape and develop innovative content strategies – including brand editorial character, detailed personas, style guides and an editorial calendar – and work closely with our clients’ team to implement it.

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

By testing and evaluating various messages, we ensure that our clients’ content performs well on different platforms. As part of an integrated campaign, we may even adapt older content, promoting it to a new audience to ensure maximum coverage. The best plan for a client could also include working with traditional PR, display advertising and organic searches. Our flexible approach means that we work with our clients’ team to ensure their objectives are achieved.

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

  • Infographics: usually a visual interpretation including statistics, charts, graphs or other essential information. Since they can be shared on social media and posted on websites for years, they are very effective. Our in-house team relish the creative challenge of producing something eye-catching, informative and of value to the audience.
  • Web pages: this can include tools, resources or compelling case studies that are offered for free and introduce potential customers to the client’s products, services and expertise.
  • Podcasts: this gives our clients visibility in a new world, primarily through iTunes. Providing valuable information and advice free of charge has a proven track record of increasing sales.
  • Videos: using platforms, such as YouTube, to promote products and services is key to market growth.

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

The reason is psychological: the 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 reasonable price.
  4. Buy – customer makes the transaction.

Traditional advertising and marketing strategies focus on the last two steps of the buying cycle. Content marketing taps into the first two stages by raising awareness of solutions and educating consumers about a product that they may not have considered 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 a lengthy 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.