Content Marketing Strategy
Understand your audience like never before. Personalize campaigns to high-value buyers.
Dominate SERPs starting today.
Content marketing is the most cost-effective and analytics-driven method for reaching new customers on their terms.
It’s about building an organic relationship with your target audience through inbound marketing as opposed to pushing products and hyping your brand.
At Brafton, every content marketing strategy is customized from scratch, backed by historical performance metrics, competitor analyses and future goals.
Marketing, at its core, is impossible without first creating content. That’s why every asset should serve a very specific purpose within larger content marketing campaigns.
If it’s content, we create it.
If it’s digital, we measure it.
With a dedicated content strategist and project manager assigned to your account, we track all content marketing efforts, adjust tactics as needed and capitalize on all business opportunities.
There’s ROI behind every decision, line of copy and distribution tactic, and it’s our job to deliver that to you.
Using top digital tools and leveraging the collective expertise of dozens of in-house strategists, we know what works and what doesn’t.
Content marketing costs 62% less than outbound marketing.
Content marketing generates 3X as many leads as paid search.
Content marketing converts 6X higher than traditional marketing.
93% of B2B marketers use content in their marketing strategies.
74% of companies say content marketing increases leads and lead quality.
90% of B2B buyers state online content impacts their purchasing decisions.After more than a decade crafting custom strategies for some of the world’s top B2C and B2B brands, we understand the competitive digital marketing landscape is more crowded than ever. That’s why we create content that not only has perpetual relevance but that’s calibrated to align with evolving search engine demands.
It’s quality or nothing.
To inform your content marketing strategy, your dedicated Brafton consultant taps into a portfolio of SEO, SEM, UX, analytics and audit tools to uncover every strength and weakness of your brand and those of your core competitors.
This includes detailed persona mapping and brand messaging consultancy, wholesale website redesigns, conversion optimization, link-structure analysis, in-depth keyword research and much more.
With easy-to-understand consulting packages to choose from, you have the entire power of Brafton’s content experts just a click away.
The numbers don’t lie.
If your content is performing well, it can still be improved. If it’s subpar, it must be optimized.
We cycle real-time metrics directly into the content creation process so that all assets directly map to your commercial goals. This fact-fueled model means you’re able to speak your customers’ language, better relate to your target audience, outrank competitors in search and understand every bit of data associated with your site.
All strategists, consultants and project managers are trained on Google Analytics and have years of experience working with other analytics platforms like HubSpot, SEMrush, Moz and more.
To feed your email marketing campaigns, you need content. To distribute your content, you need email.
This symbiotic relationship serves as a foundation of Brafton marketing strategies.
In addition to creating content, we target your primary and secondary audiences by managing email campaigns from start to finish. This includes identifying targeted buyer personas and then delivering drip campaigns, lead generation, lead nurturing, email optimization, asset launch consulting, newsletter list development and more.
Email is often B2B marketers’ most effective publishing and distribution platform, and we drive value out of every subject line and CTA.
The goal of all digital content writing is to serve searcher intent by providing a relevant, informative user experience.
Modern search engine algorithms grow smarter by the second, and they are specifically engineered using artificial intelligence and machine learning. Content marketers can’t take shortcuts with blog posts, landing pages and other assets. Search engine optimization is mandatory for every webpage you publish.
Brafton writers combine the worlds of journalism, marketing, creative writing and analytics to offer valuable content that audiences crave and search engines reward.
To position your brand at the top of SERPs, you need expert writing optimized for search.
SEO content is high-quality content. But beyond organic rankings, which depend on a number of factors outside content creation, there are key hallmarks of what we consider “quality.”
This dynamic is featured in our proprietary content mapping process, which ensures all assets are on brand, targeted to influential audiences and readymade to resonate with customers and potential customers long after the first touchpoint.
High-quality content also means:
Consistent content experiences.
Topical, relevant additions to industry conversations.
Rich, visual media paired with optimized copy.
Appropriate linking structures.
Personalized assets.
Audience segmentation of site visitors, influencers and decision-makers.
Logical, actionable takeaways.
Social shareability.
Mobile-friendliness.
Interactive user experience and clean user interface.
Credible, authoritative information that adds value.
Integration into the buyer’s journey.As part of being both search-friendly and human-focused, we integrate algorithmic changes into your content marketing strategy so copy continues to meet search-engine ranking criteria long after it’s published.
This approach produces compounding traffic to your site, greater brand visibility and stronger connections to customers and prospects.
Exploring the numerous ways to shape your content marketing strategy is a two-way conversation between your brand and your Brafton team.
Successful content marketing requires diverse, multidimensional assets that provide a steady stream of useful information to readers and viewers. And our expansive product catalog is completely customizable to your specific needs: There are no one-size-fits-all strategies.
Among the top content marketing assets that virtually all brands can benefit from are:
Blog Posts
Infographics
In-Studio Videos
Animations
Newsletters
CTAs
Social Media
eBooks
White Papers
Case Studies
Customer Testimonials
Landing Pages
Long-Form ContentTo help launch these and other types of content and ensure they serve your commercial goals, we utilize buyer persona research, site audit insights and competitor analyses, among other tactics.
We package all of these findings into a formatted deliverable that outlines our recommendations for target audience, which assets to use, when to publish them and how to measure their impact.
Each piece of content that’s created is more than a marketing asset; it’s also, fundamentally, a business asset.
As a workflow, content creation naturally leads into social media distribution. And churning out high-quality content that lives only on your site or YouTube channel minimizes the true value of content marketing as an end-to-end practice.
Incorporating a social media marketing program into your content strategy sends stronger ranking signals to search engines and amplifies your investments many times over.
In the U.S., 79% of the population uses Facebook. Globally, LinkedIn has more than 530 million profiles. Close to 80% of all social media activity occurs on mobile devices.
The scale of social media usage serves as a clear indicator of online platforms’ role within a content marketing strategy.
Integrating the power of content best practices with social media visibility is key. Consider:
Tweets with images receive 18% more clicks than those without.
LinkedIn posts that include links receive 200% higher engagement.
Pinterest generates 25% of all website referral traffic to retail brands.Social media platforms allow your company to run fully formed media campaigns while putting all your content to work in more ways than one. They also facilitate direct engagement with your target audience as well as other brands that can help you achieve your own business goals.
Metrics-tracking and analytics-reporting are fundamental tenets of profitable content marketing strategies.
Your strategist compiles and measures all elements of your content and site performance metrics so stakeholders have insight into the trajectory of your digital campaigns.
Based on the data that’s uncovered, you can change your strategy, swap out your deliverables and target other opportunities if necessary. By having 360-degree awareness into the effectiveness of your content marketing campaign, your strategist implements updated tactics and pursues methods to keep your strategy optimized and charging ahead.
A united marketing and sales department isn’t just an aspiration. It should be a business objective that’s executed on every day of the week.
Content marketing is a powerful link between disparate departments, as it fulfills the primary goal of all companies: winning new business.
Content is a lead-generation machine, driving top-of-funnel traffic into lead-scoring and -nurturing systems that sales teams cycle into their outreach programs. Successful content marketing turns site visitors into buyers, which requires the lateral participation of your company’s top marketers and sales reps.
On average, just 0.75% of leads result in closed revenue, and lead quality is marketers’ top hurdle.
Your strategist targets high-value leads and customizes content recommendations to convert those leads in as few touchpoints as possible. A frictionless sales funnel starts with content.
Shorter sales cycles and faster deals? Sounds like a win.
Your website exists for one reason: to make money.
If your goals do not tie back to revenue, your strategy is flawed.
At Brafton, our content strategists keep commerce at the forefront of all decisions. That’s how you show ROI, and that’s how you surpass competitors in search, in influence and in brand awareness.
Each year, businesses across all industries grow their content marketing budgets. We attach a hard dollar value to every short- and long-term strategy we employ to put your company at the top of your market.
Ready to earn new business with content marketing?
