The development of consistent, high-quality content is one of the most effective methods for establishing your brand as someone your target audience can know, like and trust. Not only does it give you a chance to engage with your audience, but it drives sales. Here are some of the benefits our clients have seen:
- NAn increase in brand awareness
- NIndustry authority
- NImproved audience engagement
- NLead generation and increased conversions
- NHigher search engine rankings
The first step in the development of content is to gather information. This includes an in-depth review of the content needs of your audience, as well as competitive information and past website performance. We use this information to identify opportunities and make recommendations based on the data.
The next step is to audit your current content against your target audience and identify content gaps. Then, we take it a step further by analyzing your sales funnel coverage. We make sure you have the right message for the right person at the right time.
Build Out the Content Strategy and Editorial Calendar
Now it is time to break it down into actionable information through the development of the overall content strategy and editorial calendar. This is what will guide the creation and delivery of useful, usable content. It includes:
Establishing Content Goals:
We don’t produce content just for the sake of it – we produce content that drives results. That is why every piece of content we develop has an objective that supports a marketing goal or business outcome. Then, we create conversion paths based on those goals. After all, you can’t improve what you don’t measure.
Developing a Realistic Content Cadence:
Shotgun-style content, even if it is really good, isn’t going to get you where you need to be. Instead, you need to create consistent, high-quality content. We work with you to identify a realistic content cadence, and the resource planning needed to support it.
Validate Audience Demand
We’ve come this far, and we don’t want our hard work to fail because we made an incorrect assumption. We use quantitative data to confirm demand based on the objective, target audience, and proposed content topic.
All of this work leads up to what you have been waiting for – the actual creation of the content. Using the information we gathered through the content development process, we will work with your internal experts to develop unique content that will establish your brand as a trusted authority. In a world where 4.4 million blog posts are published every day, we produce better content, not more of it.
Optimize and Promote
Good content can only get you so far. Without the right promotion and optimization strategy to support it, no one is going to see the content you spent weeks (or months) developing. We optimize the content for people first, search engines second. Then, we distribute it, using an omnichannel approach.
Can’t I Just Hire a Freelance Writer or Have The Team Write?
When it comes to content development, we find ourselves competing against two options: an in-house writer or freelance writer.
Compared to an in-house writer, there are three areas where Brilliant Metrics outperforms an internal writer:
- NOutsourcing content development is a cheaper option than hiring a full-time writer
- NThe ability to outsource content production allows you to increase the frequency of content, without dropping the level of quality
- NWe have a proven process for extracting technical and thought-leadership content from your subject-matter experts and turning it into unique, high-quality content
Brilliant Metrics’ content development services outperform a freelance writer in these three areas:
- NAccess to an entire team of qualified content writers
- NProven, repeatable process
- NOngoing content support like keyword research, SEO, promotion and reporting