Content Marketing

Educate Your Audience. Grow Your Traffic. Convert More Leads.

As the marketing conversation bounces back and forth over SEO, PPC, direct mail and PR, it all comes back to content.All the tools or facets of marketing are members of a team and content calls the plays. Understanding a brand, product or service’s message and communicating it well is simply paramount. It’s rare a great actor can save a bad film script and marketing is no different. This is where Valve+Meter’s powerful content marketing services team can step in and help you succeed.

Thoughtful content in media pitches gets the attention of assignment editors. Insightful blog or byline content positions you as a leader in your field. Persuasive content in direct mail or collateral brings your buyer along the sales journey.

Smart content wins the approval of the Google search algorithm, increasing the presence in online organic search results, or SEO.

Of course, content is not the end all be all, it must be supported by creative design, strong technical SEO and a robust website or printed piece. At Valve+Meter, we know solid content is central to your cause and deserves research, testing, feedback and modifications as necessary. Nearly every one of our Marketing Performance Agreements has content marketing services as a core tactic.

Our team of writers will research your company and industry. They’ll collaborate with our ThinkFirst team, Performance Marketing Managers, strategists, and subject matter experts in branding, digital advertising and public relations to craft the voice, tone and message best positioned to achieve the goal.

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Content Marketing Strategy

Crafting a robust content marketing plan starts with a great content marketing strategy. Your strategy has to be intentional. You have to ask why you think you need content. Ask what it is going to do for your company. Are you hoping to generate general awareness? To drive traffic? To generate leads?

As part of our ThinkFirst engagement, we think about all of these questions (and more) and craft a content marketing strategy that fits your company and your goals.

Promote Your Content

The internet is a crowded place. What can you do to promote your incredible content once it’s created? We have some ideas. Your promotion strategy should be developed in tandem with your overall content strategy. It helps to consider the needs and habits of your audience, the outlet and the shareability of the content. Social and paid social media may be your best bet, but influencer marketing and public relations can come into play. How about email marketing or display ads? It may be a combination of all these tools and more. Let our content marketing services group help drive results.

Content Marketing Creation

What do you want versus what do you need? Content creation can take multiple forms to weave a cohesive campaign and brand. Our content marketing services team helps create all of these programs and many more:

Blogs are an established tool to drive traffic to a site. Educational, comedic, persuasive or brand /executive positioning, there’s an opportunity in blogging.

Long content, such as white papers, ebooks or even giant blogs can take the casual pace of a blog a step further. Bring in resources, interviews, tables/graphs and bring a linkable, shareable tool to your sales force, your recruiting efforts, and so on.

Email campaigns and landing pages combine to stimulate interest in specific sectors of your business needing a boost or take advantage of seasonal needs or manufacturer promotions.

Print is not dead. For certain audiences and goals, brochures, sales sheets, collateral, and outdoor advertising have a part to play and remain effective.

Infographics and micrographics are not exclusive to graphic designers. Content writers determine what those powerful tools will say within their limited real estate.

Social Media, including giveaways and quizzes, are their own style of writing. Attention span and the various personalities of the social platforms must be taken into account. The verbiage for LinkedIn should be different than an Instagram post, for example.

Webpages are a small army. What’s included on the front line, or home page? What topics are in the coveted header? How far do you drill into your subjects? Each page has a job to do and the content is the orders. Websites are a fantastic (and constantly updateable) repository for information as long as they’re used intelligently.

Press kits and news releases can be repurposed multiple ways for more than the media. Use them to support your sales and recruiting efforts. Augment your “About Us” page and personalize your company. Celebrate milestones and employee achievements. News releases translate into blog posts, social media posts, fresh content on your website – all driving traffic.

Content Marketing Measurement

Testing is intrinsic to the Valve+Meter process. Digital advertising and online tools, especially, have opened up multiple opportunities to test various iterations of content to spur the desired results. Is your goal better position in organic searches? Greater conversions? Rebranding following a transition of ownership or generation? Our content marketing services team will harness their “word-nerd” superpowers to make your goals a reality.

Content Marketing Process

Research

We take all resources available to us, through the client and elsewhere, to become a member of team. We want to thoroughly understand your business and your industry.

Insights

What drives your stakeholders? From our ThinkFirst process, to customer surveys, focus groups and digital tools, we want all the data on your customer’s buying behavior.

Content Audit

Create a big picture view as well as microscopic to see what you have, what you don’t, and perhaps even what you can discard.

Strategy

What’s the scale and depth? How are we collectively defining “complete?” We’ll recommend a cadence to consistently feed your SEO strategy.

Creation

Man cannot live on bread alone and content campaigns are more than blogs. There are many forms of this strength and we’re prepared to wield them all.

Promotion

From platform selection to PPC ad creation to testing and optimization, we’re prepared to study the results and quickly adjust your strategy and spending.