Simplycontent’s founder Oliver Luft took part in a Q&A to explain the reasons behind the agency’s launch and to outline how content marketing benefits organisations big and small.
Why did you start Simplycontent?
I decided to set up a content marketing agency to help firms of all shapes and size become truly digital businesses.
As a copywriter, I worked on campaigns for some of the world’s biggest and most recognisable brands, for medium-sized concerns, and the smallest, micro-businesses. All of whom have benefited from taking a digital-first approach to their marketing.
I’m hopeful I can help all sorts of firms to get their content marketing efforts off the ground.
What is content marketing? How does it work?
There are lots of approaches but the essence of content marketing is creating, publishing, and sharing material to draw people to your world and turn them into customers.
This content can take many forms – blogs, ebooks, how-to guides, case studies, infographics, webinars, the list of types can be quite big.
The basis for this kind of marketing is the change in consumer behaviour brought about by the onset of digital technology. When people want to buy something – regardless of whether their B2B or consumer products and services – they now do their own research online first.
Why does it work? Well, people will skip ads, bin direct mail, and junk emails; basically, anything that interrupts them. They prefer to seek out information on their own terms.
The critical thing about the content is that it must be useful and/or informative to a business’s target audience. It must answer any questions they have and satisfy their curiosity.
Basically, it needs to reassure them that you’re an expert in what you do. If they trust your business and think you’re an expert, they’re far more likely to become your customer.
How does a business benefit from content marketing?
Content marketing generates approximately three times as many leads as more traditional approaches per dollar spent and costs 62% less, according to Demand Metric.
They also say that 60% of people are inspired to seek out a product after reading about it and 70% of people would rather learn about a company through reading articles than adverts.
Like I mentioned earlier, people now just prefer to seek out information on their own terms rather than be bombarded with it all the time. If you can provide the information for them to seek out, they’ll be more open and receptive to your messages.
Does a business have to be big to benefit from content marketing?
Not at all. In the past, I worked on campaigns for some of the biggest, most recognisable brands on the planet. I also worked with micro-businesses and those with staff numbering in the low double digits. It’s not the size of that’s key, it’s the clarity of their messaging and, ultimately, whether they’re keen to engage new prospects digitally.
How does it work? What’s the strategy?
There’s a good planning stage. First, establish the aims of the campaign, identify the core values for the content, and even evaluate the quality of competitor’s content. From here we can build content and set a calendar.
The strategy we follow is to establish a piece of primary content – a highly-useful guide, a how to, or a webinar, something like that – then use secondary content, like blogs, social updates, infographics – to promote the primary piece over the course of a campaign.
Let’s say a high-end glazing firm putting together a guide to buying windows and doors. The sections in this guide could look bifold doors, sliding doors, panoramic windows, security, design options, weather proofing and energy ratings.
If the campaign is to run across a quarter, we’d publish the primary content at the start then secondary pieces would be published over the course of the 12 weeks.
Each of those pieces of secondary content would be themed to relate to a specific section of the primary pieces of content and drive interest back to that content.
What does success look like? How do you measure it?
Success and measurement are tied up together – your KPIs will dictate what is measured.
If you want to gain a social foothold, the social shares and new followers will be important. If lead generation is key, then gathering email addresses in return for access to your primary content could be important.
If it’s sales, then an increase in units shifted is your indicator, or you just want to build your brand and be known by the right sort of people, then measuring web traffic and finding out where it comes from could be essential.
If you’d like to find out more about how Simplycontent can help your business, please get in touch here.