Fresh Egg Culture
28th November 2016
Great content is at the heart of all digital experiences, whether it be the written word, graphics, photos or video.
Content creation is the art of turning ideas and strategies into inspiring, engaging and informative experiences for real people with real lives.
Once we’ve worked with you to create a robust content strategy for your business, our team will create best-in class content of all varieties to implement said strategy.
Got an existing content strategy that needs implementing? Looking for content to be created for a one-off campaign? We can become your trusted content creation partner.
Listen now to find out what the addition of a content hub could bring to your site
Partner with Fresh Egg for your content creation needs because our approach is:
When creating content, we like to ensure it uses the correct tone of voice, key messaging, content structure, psychographic framing, and more. This ensures the content we create works as hard as it can to meet the needs of your business.
Our extensive discovery and research ensures that every decision our content team makes about the content they are creating is driven by an informed hypothesis or data, pushing the return on investment you make from your site’s content to new heights.
Our content is created in the crucible of cross-agency co-operation. Our content team works tirelessly with all our departments to ensure our work conforms to cross-discipline best practice, and is at the cutting edge of digital marketing knowledge and execution.
Built on our expertise and experience
Our team of highly experienced journalists and digital experts provide best-in-class content across a huge range of verticals. This experience means we start off with a deep understanding about your sector and the needs of your audience, as well as the competitive landscape you operate in. This head start drives efficiency in content production, and excellence in content execution.
Informed by The Content Cycle
All of our content is fit for The Content Cycle. It is informed by discovery, scoped out in the planning and setup phase, executed brilliantly, and its success is able to be measured and quantified, making refinement a natural next step.
An example of our Content marketing work
Creation of information guides attracts new visitors and increases enquiries
Fresh Egg conceived of and wrote guides to inform and engage site users, reach new audiences and drive conversions for hot tub supplier Elite Hot Tubs.
The Fresh Egg content team was challenged with providing content to help site users in their journey to purchase, to supplement a responsive web build for Elite Hot Tubs.
The content needed to be researched and written in time for the launch of the new site to provide a better content-led experience for new and existing customers.
The content team were asked to:
While scoping out the responsive site build, it became clear the site was not providing enough information to its users. There was little content answering the questions that potential buyers are likely to have – such as where to install a hot tub and how to look after one.
It was felt the addition of this information would help keep users on the site who were not motivated to call the business for answers, but who would rather carry out the research phase of their purchase online.
Fresh Egg’s strategy was to publish this information with the aim of:
With these points in mind, the following research was carried out to help inform the creation of the guides:
These investigations were the foundation of fresh Egg’s strategy of creating nine guide pages, all housed in a content hub. Topics covered include: the health benefits of hot tubs, installation and preparation, maintenance, legal issues and safety.
With the topics decided upon, it was time to create the content. Factors taken into account for content creation include:
The team set about researching and writing the content in time for the new site launch. It was then uploaded to new site using the Fresh Egg CMS, an integral part of the new build. And Fresh Egg now regularly monitor the performance of the content to refine it further.
All of the key objectives have been achieved:
> An attractive and brand-appropriate guides hub:
The business owner is delighted with his new site and the guides
> Well-optimised content that is reaching new audiences:
The guides are driving 3% of the site’s new visitors.
> Content that is driving more customer enquiries:
People who read the guides as part of their site experience are more than twice as likely to make an enquiry
> Site engagement is improving:
People are staying on the site on average 12% longer after the responsive redesign with new site content
“Fresh Egg worked really hard to understand my business and produce top-notch hot tub guides which have helped my business and my customers.”Martin Eze
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