CONTENT MARKETING

Texts work to promote the brand: from the formation of tone-of-voice, creation of a content plan and publications, to analyzing the effectiveness of a website, blog and social network pages. Content marketing will help tell a story about the company and the product, convey value, evoke emotions in the reader and form awareness in the market. Texts are needed for communication with clients and colleagues, for company positioning, advertising campaigns and PR.

Content Marketing allows to

TO DEVELOP TONE OF VOICE — TO CREATE READER’S BRAND PERCEPTION, TO MAKE THE COMPANY CONSPICUOUS AND “THE ONE THAT SPEAKS”

TO CONVEY EVEN THE MOST COMPLEX MESSAGE IN SIMPLE WORDS

CREATE A UNIFORM STYLE ACROSS ALL COMMUNICATION CHANNELS (NEWSLETTERS, SOCIAL NETWORKS, BLOG, SITE)

CONVEY THE MAXIMUM AMOUNT OF VALUABLE INFORMATION USING THE MINIMUM NUMBER OF CHARACTERS

SPEAKING ABOUT THE COMPANY AND ON BEHALF OF THE COMPANY – IN A CLEAR AND USEFUL MANNER FOR THE READER

CONVERT READERS INTO LEADS

FORMATS

BLOG ARTICLES (CREATION, EDITING, ADAPTATION / TRANSLATION)

SPECIAL PROJECTS IN MEDIA

TEXT FOR NEWSLETTERS

CREATION OF WEBSITE CONTENT

CONTENT FOR PRINT MEDIA

TEXT FOR COMPANY EMPLOYEES (INSTRUCTIONS, ANNOUNCEMENTS, NEWSLETTERS, WELCOME-BOOKS)

CONTENT MARKETING KPIs

Proper selection of KPIs depends on objectives of the content, and correct interpretation of KPIs depends on additional tools (website UI / UX, promotion, SEO)

WEBSITE OR BLOG TRAFFIC

UNIQUE PAGE VISITS

TRAFFIC SOURCES

BOUNCE RATE — % OF VISITORS WHO ENTER THE SITE AND THEN LEAVE

CONVERSION RATE — % OF READERS WHO ARE CONVERTED INTO LEADS

ENGAGEMENT RATE — ENGAGEMENT OF AUDIENCE ON SOCIAL MEDIA PAGES

OPEN RATE — % OPEN EMAIL LETTERS

CTR (CLICK THROUGH RATE) — NUMBER OF CLICKS

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for your brand?

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HOW DOES OUR CONTENT MARKETING WORKFLOW LOOK LIKE?

Briefing / debriefing

(1 - 3 days)

We receive information about the project / product / service from client. Request additional data, if needed. Find out what issues the content needs to solve for client.

Selection of suitable contractors

(2 - 3 days), optional

Depending on the tasks, we determine the type of contractors (designer, SEO-specialist, developer, layout designer). We may work with our own outsourced professionals as well as with client’s team.

Selection (creation) of tone-of-voice, production of content plan or content strategy, delegation of tasks and discussion of terms

(3 - 4 days)

Depending on availability of “brand voice” we create/define/ adjust it. If necessary — draw up a content plan for blog/ social networks. Estimate the number of tasks and agree on deadlines.

Content production

(2+ days)

Depending on agreed terms (2 business days minimum for minimum amount of work), we begin working on the project. Create content and in the process we check in with the client who Okays the work. Depending on extra professionals we work with (SEO, developers, designers etc.), we may set up interim client check-ins for approval/editing.

Approval and editing

(3-5 days)

Depending on complexity of changes, the need for refinement and amount of content, we make changes accounting for client’s feedback. First iteration of edits is larger scale, the second one is partial and final.

Publication/delivery of content

(1-2 days)

After the client approves texts, they are sent for publication to our specialist, or to a specialist client side.

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