23rd September 2016
We place the audience at the core of our content marketing – in every audit we carry out, every strategy we produce, and every piece of content we create.
Content marketing is the creation and promotion of quality content for clearly defined audience groups with the aim of converting prospects into customers.
Effective content marketing will:
Our content auditing assesses how your site is meeting the needs of its audience, search engines, and your business. Typically following our audience intent investigation, it drills deeper into relevant audience groups, trigger events, trends and competitor insights. Through analysis of search intent, the buying cycle, content types and editorial standards, content gaps are identified and topline recommendations for improvement made.
Planning and setup
Our content strategy methodology takes insights and gap analysis from our audience intent analysis and content audit to create a fully-rounded content marketing strategy to improve your on and offsite web presence. We create lightweight audience personas to inform messaging and tone of voice, and provide a content calendar to plan content creation, promotion and measurement.
Our team of writers, designers and developers create superbly optimised content. And our approach ensures that every decision made about content being created and how it is promoted can be traced back to data collected, in-depth research or an informed hypothesis.
Reporting, analysis and insight
Using a range of measurement tools to measure success against agreed KPIs, we report on the engagement, organic visibility, social and commercial performance of content. Once our insights team has validated the accuracy of data gathering tools, we analyse data to prioritise activities that drive growth and revenue. In this way every aspect of our content marketing activity is in a constant state of review.
All content marketing should be subject to an ongoing process of testing, learning and refinement. Taking in the performance of content, search algorithm updates and industry trends, our strategy outlines a process of continual strategic review, which we call The Content Cycle.
Our approach ensures that every audit, strategy, promotional campaign and piece of content created is targeted at the relevant audience group our research, or your existing marketing plan, has identified. This way your content marketing has the best chance of meeting the needs of your audience, engaging with them and so turning them into customers.
Our philosophy ensures that every strategy and the subsequent content produced is informed by data wherever possible. This way, our clients can be assured that content produced will likely perform to its utmost.
The content team is fully integrated within our agency. This approach ensures that all content marketing activity is alligned with any other ongoing campaigns and works in conjunction with multiple digital disciplines, including social media, technical SEO (search engine optimisation) and CRO (conversion rate optimisation).
Our content team combines expertise from journalists and digital experts, creating a comprehensive and balanced skillset that provides a deep understanding of user engagement across multiple industries and content types.
Enabling our clients
Through a combination of content training and consultancy, including giving clear actions and best practice advice, Fresh Egg is able to support clients in the planning and executing of content marketing activity that maintains the standards set by the agency. Our clients are thus able to work towards producing best possible content, in the most efficient manner.
Director of content services, Matt Long, explains why Fresh Egg's approach to content marketing delivers results.
An example of our Content marketing work
Creation of content hub drives revenue and customer engagement
Fresh Egg creates content hub for online leasing broker Nationwide Vehicle Contracts to help improve customer understanding of vehicle leasing and increase finance form submissions.
For many, it can be unclear how the various financial aspects of car and van leasing work. To help give Nationwide Vehicle Contracts’ customers (and potential customers) a clearer picture of their options, Fresh Egg devised and implemented the creation of a content hub that was required to:
From the outset, it was clear there was scope to expand on existing onsite information to help explain how leasing works to potential customers.
What needed to be determined was the exact nature of the new content and pages that were to be created.
Nationwide Vehicle Contracts has two broad yet distinct audiences – personal leasers and business leasers. And so, two content hubs were actually created – Personal vehicle leasing and Business vehicle leasing – as part of the Useful Guides for Motorists section of the site.
Fresh Egg identified the key questions being asked by customers and analysed relevant search data from the industry to determine what information was being looked for by potential customers.
Fresh Egg’s content, inbound, social, technical SEO, design and development teams worked together to plan, create, promote and refine the content hubs. The range of content published within the hubs includes:
The hub has been a resounding success, continually driving revenue to the business on a monthly basis, as well as engaging customers who are undecided on the lease option that is best for them.
> Content hub readers have contributed over £200,000 to the site since the hub launched in late 2014
> Content hub readers convert at double the rate of those who haven’t read the content
> The content hub has generated over 60,000 pageviews within six months of the content launching
> The content hub has contributed a significant amount of new finance applications to lease a vehicle
> Customers and potential customers continue to leave positive feedback via the onsite feedback form that is present at the end of each page within the content hub
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23rd September 2016
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