Content Marketing

At the heart of a successful brand is an authentic and compelling story.

 

At The Brand Pool we believe that the story you tell to your audience should reflect your relationship with them.

Creating content that’s engaging to read, watch, and interact with is a highly effective way to connect with your audience. It’s also a great SEO tactic used to drive leads to your website with the goal of leading them further down the sales funnel.

We use a storytelling approach to help brands engage with customers through content marketing. This ensures our clients find the right stories for each stage of the sales funnel to deliver inspiration at every level of the customer journey.

This content marketing approach provides a strategic framework focused on creating and distributing valuable, relevant, and consistent content to attract and retain your audience – and, ultimately, to drive profitable customer action. Our omni channel approach includes amplification strategies across everything from social media channels to influencer and publisher partnerships.

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Top-of-Funnel (TOFU) Content focuses on aspired values/common issues that your audience faces. This content is purely educational or entertaining and focuses on helping your target audience – without explicitly promoting your own business.

Middle-of-Funnel (MOFU) content focuses on your brand, your customers and what you sell. Through this content experience, you want to help leads establish buying criteria. You’ll also want to illustrate what is most important to product and service satisfaction and why your products or services are the best choices.

Bottom-of-Funnel (BOFU) content provides brands with a unique opportunity to address exactly how your product or solution meets the specific needs of the prospective customer.

The smartest brand storytellers are constantly on the lookout for data which uncovers what their audiences are interested in at every stage of the funnel. We help our clients find the people in the data and tell this story. We do this to give them competitive advantage.

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Behind the Scenes

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Content Strategy
The biggest mistake any business can make is to simply make content for content’s sake. A clearly documented content strategy reflects the business vision, is based on customer needs, takes into account the competitive landscape (making the most of gaps and opportunities) and has clearly defined KPIs.

We first start with the audience. Who are we targeting? Where do we reach them? We then review the competitive landscape. Who are the competitors? Where is the opportunity?

Next we look at objectives. What are our KPIs? How to do map these to content?

Finally we define the resources to produce the content, based on the available budget.

A data-driven approach to optimising and distributing content means our clients get the most out of all content created, in order to continuously build a bigger and better audience.

Have you considered how branded content can help your business? Maybe you’ve tried and didn’t get the results you expected. Or, it could be something on your marketing to-do list to do but you haven’t had time to make the commitment to a long-term strategy. Why not reconsider the benefits of content marketing and how it can transform customer experience.

We work with a vast range of clients – from medium to large organisations to government agencies and national companies.

The Brand Pool can deliver:

We help brands outpace their competitors by transforming customer experience. We deliver strategic thinking, creative ideas and superior execution.

 

Need help with your content strategy? Talk to us today.

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