activities

Content Marketing

Content marketing is more than just creating content. Rather, it is about understanding the needs of your target audience and providing solutions to their problems. It is the art of creating and using content to expand your business’s audience, strengthen your target audience, and ultimately encourage potential clients to become real clients.

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In an era of information overload, content marketing provides an opportunity for smart, useful marketing. Rather than promoting products or services, content marketing provides potential clients with relevant and useful content to help them solve problems or discover new opportunities. The key phrases here are “relevant” and “useful,” meaning first to help and form loyalty and only then to sell.

Services within the activity

Content Marketing Strategy

Development and implementation of content marketing strategies to increase brand awareness, attract the target audience, and engage potential clients.

Content creation

Collecting information and creating compelling, informative, and engaging content, such as designs, texts, websites, landing pages, infographics, books, brochures, and videos.

Personalization

Development and implementation of content marketing strategies to increase brand awareness, attract the target audience, and engage potential clients.

Content distribution

Dissemination of high-quality content across various platforms, such as blog posts, tutorials, technical documents, videos, case studies, social media, and emails.

SEO

Optimizing content for search engines to increase organic traffic and improve search rankings.

Content Optimization

Monitoring the performance of content and engagement metrics, analyzing data, and providing data-based recommendations for optimizing content strategies.

Content for B2B

In B2B sales, the sales cycle usually takes several months to a couple of years, including different stages and several decision-makers. This predetermines the nature of subsequent content marketing.

Key stages

  • We develop a deep understanding of important brand elements, such as your mission, values, style, tone of voice, and color palette. Armed with this information, our content creators know exactly how to position your content so that it is accurate, thought-provoking, and looks as if it comes directly from you.
  • The development of the strategy includes types of content, stages of interaction with the target audience, channels for content promotion, and the path that the target audience must take from initial engagement to overcoming objections and adopting the product as a solution to their problems. This journey is far from linear — it is always branching, sometimes cyclical, and sometimes a dead end. While it is impossible to fully predict audience behavior, it can be adjusted and guided.
  • Since each buyer’s journey is unique, we identify several potential touchpoints and define the desired next action. Then, we answer the question, “What must potential clients believe in order to take the necessary actions?” This enables us to display relevant content and messages that support and reinforce this belief at each touchpoint.
  • Content can include written materials, such as blog posts, emails, documents, brochures, reviews, and e-books, as well as videos, illustrations, infographics, animations, and web design. In addition to creation, content must be adapted and personalized for different audience segments based on their needs and problems.
  • Content is not a one-time thing; it is a long-term tool. We carefully monitor the effectiveness of each piece of content, as well as your campaigns as a whole, to ensure they align with the goals we defined at the beginning.
  • As a result, we create content that works toward your goals and that clients will find useful, valuable, and interesting. Additionally, the content will serve as valuable supporting material for sales representatives in their work with clients.
  • Placement and promotion of content through agreed channels in accordance with the strategy. Collect statistics and adjust the strategy as necessary.
  • Organizing content into activity streams that guide clients and potential buyers through the sales cycle more quickly by eliminating friction and accelerating actions.

Need to launch a content marketing campaign?

Content Marketing Funnel

Top of the Funnel
(TOFU)
Users either realize the existence of a problem, or they do not realize it, but they have pain points that indicate they likely have or will soon have a problem.
The content does not sell yet. It only outlines the scope of the problems and pain points, how they affect the business, and the possible consequences and general solutions.
Examples of content include e-books, white papers, articles, guides, tips, and videos.
Middle of the Funnel
(MOFU)
Users move to the stage of awareness and consideration. They are ready to receive more detailed information or review offers that highlight products and solutions directly.
The content collects different pieces of information and presents them as a coherent story, highlighting which information and pain points are more pronounced. This allows the sales representative to make a more personalized offer later on.
Examples of this content include research, webinars, checklists, assessments and reviews, catalogs, how-tos, and infographics on problems and success stories.
Bottom of the Funnel
(BOFU)
The user transitions to the status of a potential buyer. They are aware of the problem and have information about possible solutions. At this stage, they are ready to interact directly with the sales department.
The content confirms that the solution or service can effectively solve the existing problem and contains a strong value proposition.
Demos, consultations, and product trials are important.

Creating and formatting content is an important part of any marketing activity. If you understand your audience, creating content is easy, although time-consuming. It is much more difficult to personalize the content and align it with other materials (visual, video, audio, and textual) so that they complement each other and attract new clients and increase sales.

The content we create

Design

Any person (even if they are part of the B2B process) is visual — information is perceived and understood faster when visualized. Clear illustrations, infographics, UX design, and the visual formatting of books, documents, reports, and other texts influence the audience, helping to place accents where needed and persuade.

Brochures and Datasheets

These are key tools for attracting potential clients. They allow you to convey reports, research, pain points, and solutions in a simple, convenient format.

Emails

This is the simplest and most flexible way to convey personalized, concise information to your target audience. By using different mechanics, such as nurturing and gamification, and various methods of presenting materials, you can interact with your audience in different ways. This allows you to persuade or nurture them based on their individual characteristics and interests.

Texts, posts, and blogs

This type of content primarily engages a new audience. Short, catchy texts accompanied by relevant graphics are the most popular marketing tools. They distinguish the target audience—those for whom the topic is interesting, useful, or relevant—from the non-target audience.

Web Development

Complex websites, portals, and landing pages are also part of content. To achieve results such as sales, engagement, and brand formation, it is not enough to make the content visually appealing. The target audience’s perception of a company’s brand, services, products, and solutions depends on the correct combination of textual content, visual elements, UX, and UI.

Gamification

This type of content allows for deeper audience engagement and increases awareness and loyalty. It incorporates special gaming and entertainment mechanics that transform users from outside observers into active participants. Examples include quests, quizzes, board games, and online mini-games.

One point deserves special attention.

Storytelling

When promoting complex products and solutions, one of the most effective ways to link all stages of the funnel into a logical sequence is through storytelling. This involves telling an understandable story and placing a representative of the target audience at the center. Through specific examples and adventures, it clearly shows what happens and how it can be effectively addressed.

A good story can attract the right people to your website, capture their attention, and convince them that you can solve their problems. Storytelling allows you to convey the advantages and values of a solution or service in a way that resonates with a specific segment of your target audience.

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