Hello everyone.  The truth about Content Marketing is this – It does work but it is not that easy to do well. Do you need some numbers to substantiate the efficacy of Content Marketing? If so click here . Great! Now that you are a believer your focus should turn to execution. Who is going to create your Content Marketing? How are you going to actually deliver the benefits for your business?  There are a number of resource options for you to consider.

In house Marketing Staff

You already have a marketing manager. They can be given the responsibility of creating Content Marketing for your business.

Reality check: Your existing marketing staff may not have the requisite skill set or time to create engaging Content Marketing. According to this Social Media Examiner report writing is still the bedrock of Content Marketing and marketing managers are not all natural born writers. They are often hired for their analytical and project management capabilities rather than their ability to create Content.

Recruit Interns

Millennials seem to understand Social Media platforms like Twitter, Instagram, Facebook etc more than Generation X so why not hire some and give them the responsibility for Content and Social Media.

Reality Check: Millennials can be great additions to your team but they are not naturally imbued with a special power that enables to create excellent Content and use Social Media effectively. Yes, they are statistically more likely to understand the basic functionality of Twitter or Snapchat but this will not make them Content Marketing experts.

Hire a Copywriter

In the past when you’ve needed a new piece of collateral you have hired a freelance copywriter to produce a brochure, exhibition leaflet or leave behind or possibly for new sales materials.

Reality Check:

Every copywriter is not necessarily great at creating successful Content Marketing. Lots of ‘old school’ copywriters have not retrained or adapted their writing to work on the relatively new Social Media platforms. As I am writing I can think of specific copywriters who profess to not knowing how to use Twitter and LinkedIn effectively. I mention those two specifically because they are two of the most effective platforms for B2B marketers.

Hire a Head of Content Marketing

Hire a new member of staff with a remit for Content Marketing. This could be someone with a writing background who will take an editorial approach and is possibly more “hands on’ or someone from a project management perspective who will create a process and build the right team to deliver your Content Marketing Plan.

Reality Check:

This is a one of the best options. You are taking on board specialist resource to plan and execute your company ‘s Content Strategy. Depending on the personnel this route is likely to deliver two of the key benefits of Content Marketing to your business –  leads and customers.

Hire a Content Marketing Agency

Hiring a specialist Content Marketing Agency is a great option because you are accessing a team of people specifically focused on the creation and distribution of Content to generate leads and customers. They are not trying to ‘fit in’ content creation to their already busy task list. Content is their focus.

Reality Check:

They will know what works with your potential customers and the most effective Social Media platforms to reach them. They will also have a watching brief on new opportunities for your business to have a greater impact than your competitors. From a cost perspective hiring a Content Marketing Agency is likely to be more cost effective than hiring a Head of  Content Marketing and they can work with existing marketing staff.

Marketing Fundamentals Ltd are a leading B2B Content Marketing Agency in London founded in 2010. We create Content that builds relationships with your potential customers and generates leads and sales.  If you would like us to create a successful Content Marketing Plan for you or have questions relating to Content Marketing give us a call on +44 (0) 845 2264 247 or email us via mail@marketingfundamentals.com

Best regards,

Mike Pitt

Founder & CEO

Marketing Fundamentals Ltd

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Hello everyone. How do you fill your sales funnel? This is a question that perplexes many marketing and sales professionals around the world and not only those providing professional services to businesses. There is no one-size-fits-all solution of course but first let me back track. A sales funnel is a visual representation of the process of generating leads for your business and then converting as many as possible into paying customers.

During the process, leads are ‘qualified’ – the lead or prospect must be in the market for your services and be able to buy them. If you are a marketing professional or business owner who’s remit includes New Business or Sales, today’s blog is for you. I believe that everyone in your company is in New Business or Sales but that’s another blog post. Slightly different format this time. I  had a recent conversation with a prospect who will remain nameless but our conversation threw a spotlight on a problem many professional services firms have. This is an edited version of the conversation.

Fill Your Sales Funnel

Prospect: In my new role I will be responsible for generating new business and I have been given the company’s turnover and revenue targets.

Me: Great. I am sure that you will bring a lot to the role given your experience.

Prospect: Thanks, yes. My 15 years experience means I have a lot of contacts in my black book and I will use my network to set meetings and start building relationships.

Me: Excellent!

Prospect: But my new bosses want companies to find us and contact us rather than us calling them.

Me: Then you need Content Marketing! By delivering value to your prospects in the form of blog posts, video posts, white papers, reports e-books and info-graphics you will build relationships with your leads and prospects.  When they are in the market for your services and are in ‘buying mode’ they will contact you because they have seen the tremendous value in your free content.

Your new bosses are looking for Inbound Marketing which draws leads and prospects into your business rather than ‘old school’ outbound marketing tactics. Content Marketing is essential for success with Inbound Marketing.

Prospect: Great! That’s what your company does, isn’t it?

Me: Yes!

There has been a change in the way that people wish to do business and this represents a huge opportunity for those companies and individuals who embrace Content Marketing for their professional services businesses. We are working with clients who have become trailblazers in their sector; by committing to Content Marketing wholeheartedly and they are seeing rewards in terms of the new leads and sales being generated.

If you have enjoyed this post you will also enjoy, Entrepreneurs – How do you generate new business? 5 strategies that work.

Also,  Are you using Hope Marketing? 4 Questions to Consider.

B2B Content Marketing Agency London

Marketing Fundamentals Ltd is a B2B Content Marketing Agency in London that creates Content and manages Social Media for Professional Services firms. We hope you find this information useful.

If you would like our help creating and executing a Content Marketing Plan for your business or organisation give us a call on +44 (0) 845 2264 247. You can also email us via mail@marketingfundamentals.com

On our YouTube channel you will find marketing advice, business advice & inspiration. Subscribe if you work in Marketing for Professional Services or are a business owner or solo-preneur trying to grow your business. New uploads on Wednesdays.

Best regards,

Mike Pitt

Founder, Marketing Fundamentals Ltd

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Content Marketing Agency – 4 Major Roles

Pulling off smart strategies

Strategizing is absolutely important for every business. The content marketing agencies, thus formulate some innovative strategies which gives an extra edge to your firm.  The agencies will assist you to identify the various customer persona’s. They will also be extremely handy in segmenting your customers according to their needs and interests. With the help of these experts you can develop the roadmap to a superb content plan that addresses all the customer segments perfectly.

Thinking out of the box

For the content to stand out, the content strategy needs to be creative and have out of the box planning. The content can be made animated and engaging by passing it through a collaborative creative process. When the customer and the agency work collaboratively, there is a higher chance to churn out content that is powerful and relevant and which can ultimately be used for lead generation activities.

Creating and producing the content

It might sound easy, but in practice, the actual procedure of creating and producing content is probably the greatest role which a content marketing agency has to fulfil. This is probably the “heavy lifting” of content marketing agencies. With our experience we know that an agency can handle about 50-100% of the content production by interviewing the subject, writing the content in the format of a story (which meets the customer’s interests) and finally completing all the post production details. The resulting content can be thus produced in the form of a blog, an Infographic format, an e-book or even an e-journal.

 Keeping the content in sync with SEO standards

With the stringent checks induced by popular search engines, most marketing gurus feel that SEO is absolutely dead. Well, this is definitely not true. SEO in the current stage is just a bit different from what it once was.

At the end of the day, each piece of content you produce needs to be published. Even if your content is terrific, it needs proper promotion. Social Media and SEO make a very strong partnership for blog promotion. Ensure that your Content is optimised with a descriptive title, Meta description, images with captions, proper focus on keywords and so on and then distribute on the most effective Social Media platforms for the client.

While that’s primarily all about the roles and responsibilities of the content marketing firms, these roles may differ from client to client.

All in all, with our effective guidelines you can now evaluate the content centric agencies, better. Good luck with your endeavours.

We hope this information has been useful to you. If you’d like to talk to us about creating effective Content Marketing for your business give us a call on +44 845 2264 247 or email us at mail@marketingfundamentals.com

Best regards,
Marketing Fundamentals Team

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