table of contents


Approaching content marketing

The Significance of Market Research in Content Marketing

Understanding Customer Needs

Importance of Market Research

Market research aids content marketers in making informed decisions by gauging the demand and preferences of their target audience.

Avoiding Costly Errors

Failing to conduct market research may lead to misguided assumptions about customer preferences, resulting in costly mistakes.

Brand Strategy

Essence of Brand Strategy

A comprehensive brand strategy encompasses long-term objectives aligned with the company’s character and consumer needs.

Beyond Visual Elements

A brand isn’t solely its visual elements; it encapsulates intangible aspects that distinguish successful brands from average ones.

Building a Brand Strategy

Crucial Components

Creating a brand strategy involves defining purpose, maintaining consistency, and evoking emotional connections with consumers.

Marketing Foundations

Key marketing components like the target audience, competition, products/services, and unique selling proposition form the foundation for a robust brand strategy.

Crafting Target Market Personas for Effective Content Marketing

Understanding Buyer Personas

The Essence of Buyer Personas

Buyer personas are profiles representing your ideal customer, enabling tailored marketing efforts that resonate with your audience’s needs.

Importance of Marketing Personas

Creating personas helps in delivering relevant content, steering away from assumptions, and aligning content with sought-after information.

Demographics vs. Personas

Distinctive Roles

While demographics group audiences by commonalities, personas delve into distinct traits enabling content personalisation and relevance.

Targeted Data for Relevance

Personas allow focusing on data crucial for content relevance and actionability, a valuable asset for time-pressed content marketers.

Constructing a Persona

Vital Considerations

Initial steps for crafting personas involve identifying job roles, industry, daily challenges, preferences, content engagement, and trust sources.

Data Sources for Persona Building

Leveraging Analytics

Utilising Google Analytics, Twitter tools, and Facebook Audience Insights provides valuable demographic and interest-based data.

Competitor Analysis Tools

SEO tools like Similarweb, SEMRush, and Ahrefs aid in understanding competitor strategies and target personas for success insights.

Additional Insights

Varied Approaches

Methods like A/B testing, progressive profiling, content consumption analysis, sentiment analysis, CRM insights, interviews, and sales team inputs contribute to persona development.

Human Complexity

Despite personas, buyers might deviate from predictions, emphasising the journey’s importance and the need for a smooth, engaging experience.

Analyzing Competition for Effective Marketing Strategies

Understanding Competitive Landscape

Defining Competitor Analysis

Understanding competitors’ strengths and weaknesses is crucial to outperforming them in the market.

Researching Competition

Thorough market research unveils your standing amidst competitors, ensuring your strategies stand out in the crowd.

Porter’s 5 Forces Model

Evaluating Market Dynamics

Consider the model’s facets—new entrants, substitute products, customer and supplier bargaining power, and competitive rivalry—for assessing your market position.

Addressing Key Forces

Examine potential threats from new entrants and substitutes, the sway of customers and suppliers, and the intensity of competition.

Competitors’ Strengths and Weaknesses

Leveraging Competition

Analyse competitors’ strategies to identify gaps in the market, enabling your company to refine its offerings.

Utilizing Syndicated Reports

Syndicated reports offer insights into industry leaders, their strategies, and comprehensive SWOT analyses.

Utilizing Customer Feedback

Harnessing Customer Opinions

Engage with your target audience on social media, survey customers, and tap into feedback from employees interacting directly with clients.

Crafting a Comparative Grid

Develop a grid mapping benefits your product offers against those of competitors, unveiling gaps and strengths in your offerings.

Customer-Centric Approach

Customer Feedback Integration

Leverage customer opinions gathered through surveys or sales team interactions to gauge your company’s standing against competitors.

Understanding Consumer Buying Behaviour

Factors Influencing Purchase Decisions

Non-Product Influences

Discover why customers choose your products over competitors by examining factors beyond product features.

Marketing Campaigns

Explore how marketing impacts consumer choices, often altering market shares significantly.

Economic Conditions

Understand how economic climate influences consumer spending decisions, affecting purchasing confidence.

Personal Preferences

Consider individual inclinations that sway consumer behaviour, particularly in dynamic industries like fashion and food.

Group Influence

Assess the role of influential groups (family, peers) on consumer decisions, impacting preferences and trends.

Purchasing Power

Evaluate consumers’ buying capacity as a significant determinant in their purchase decisions.

The Buying Cycle

Stages of Purchase

Comprehend the three stages: Awareness, Consideration, and Purchase within the consumer buying cycle.

Online Adaptation

Adapt marketing strategies online to cater to different stages of the buying cycle for consumers.

Stages of Consumer Decision-Making

Problem Recognition

Examine the importance of identifying customer needs and problems as a starting point for the buying process.

Information Search

Recognize how customers seek solutions and the role of content marketing in addressing their needs.

Evaluation of Alternatives

Understand the significance of consumers researching and comparing various options before deciding.

Purchase Decision

Highlight the critical stage where customers make a final decision after exploring multiple options.

Ensuring Conversion

Emphasize the importance of reinforcing customers’ confidence and need fulfillment during the purchase process.

Post-Purchase Marketing

Acknowledge the significance of post-purchase marketing in retaining customers and improving the purchase experience.

Crafting Your Brand Identity

Understanding Your Brand

Product & Service Offerings

Define your products/services and their specific qualities, ensuring clarity and specificity.

Core Values

Identify the values integral to your products/services and your company, aligning with audience importance.

Company Mission

Establish the ethical and standard-driven mission guiding your business operations.


Highlight your niche area of expertise, distinguishing your brand within the market.

Target Audience

Define the audience attracted to your products/services, understanding their needs and preferences.


Craft a concise and impactful tagline that communicates a clear message to your prospects.

Defining Brand Personality

Standout Qualities

Determine the unique qualities setting your brand apart from competitors.

Company Personality

Create a distinct personality—whether innovative, traditional, creative, or sophisticated—that represents your brand.

Setting SMART Marketing Objectives


Ensure objectives are detailed enough to pinpoint issues or opportunities.


Establish quantitative or qualitative metrics for effective assessment.


Evaluate whether objectives can drive behavioural changes to enhance performance.


Assess if the objectives address specific marketing challenges faced by your brand.


Set clear time-based targets for objectives to review against progress and goals.

Content Marketing Objectives

Aligned Goals

Align content marketing objectives with broader business goals for campaign success.

Objective Focus

Define precise campaign objectives, such as traffic increase, user generation, or brand awareness improvement.

Diverse Content Marketing Strategies

Stock vs. Flow Content

Stock Content

Produce durable, long-lasting content that remains valuable over time, attracting users via search and retaining engagement. It can be informative, entertaining, or episodic, fostering sustained interest.

Flow Content

Embrace daily or sub-daily updates that capture short-lived audience attention. Ideal for browsing, sharing, and interaction, this content is fast, snackable, and highly shareable.

Always On Marketing

Consumer Connectivity

In today’s era, consumers are consistently connected, perpetually consuming content and products. Brands must maintain an ‘always on’ approach, ensuring continuous engagement to stay connected with their audience.

Constant Brand Presence

Between campaigns, brands should maintain a consistent online presence, aligning their social channels with the overall content strategy. This perpetuity in engagement is vital for sustained brand awareness.

Tactical Marketing Approach

Real-time Event Integration

Utilise real-time events, sports, and trends in content marketing. Create guidelines for tactical content:

  • Act swiftly to capitalise on emerging events and trends.
  • Maintain a tasteful approach, avoiding content that might offend.

The Power of Valuable Content

Understanding Value in Content Creation

Internet Dynamics

Content reigns supreme on the web, serving as the driving force behind the Internet’s colossal reach. With over a billion daily users, individuals seek information, advice, and knowledge about various subjects or products, contributing to the Internet’s immense influence.

Google’s Content Assessment

Google, the primary search engine, assesses and ranks content based on its quality, originality, and relevance. Content creators need to prioritise generating high-value content that caters to users’ needs.

Defining Value in Content

Value Proposition

Value in content pertains to what users derive from consuming it. It extends beyond factual or academic content, as even pop culture-based websites demonstrate significant value to their audience.

Strategies for Value-Centric Content
Content Formats to Add Value:
  • Informative and educational blog posts.
  • Curated industry newsletters.
  • Insightful webinars sharing new knowledge.
  • Visual aids like infographics.
  • Engaging and relevant videos.
  • In-depth white papers.
The Power of Storytelling:

Introduce storytelling into your content strategy to captivate and engage visitors. It humanises your brand, compelling readers to return for more.

Benefits of Storytelling:
  • Engaging narratives captivate curious audiences.
  • Storytelling builds trust and creates an intimate connection with readers, fostering their return for more content.

Crafting an Effective Style Guide

Defining Style for Consistent Communication

Purpose of Style Guides

Style guides set writing standards within organisations, focusing on providing guidance for various writing possibilities rather than enforcing ‘correct’ grammar.

Benefits of Style Guides
  • Ensuring brand consistency across content.
  • Saving time and resources by offering instant answers regarding preferred style.

Components of a Comprehensive Style Guide

Brand Identity
  • Logo Guidelines: Specifications for size, colour, and placement.
  • Colour Scheme: Primary and secondary colours.
  • Font Guide: Approved typestyles and their appropriate usage.
  • Company Template Design: Consistent logo and address positioning on official documents and digital platforms.
Image and Design Guidelines
  • Aligning social media visuals with the brand’s identity, ensuring consistency in profile pictures, header images, and published content.
  • Providing optimal image sizes for different social platforms and guidelines for visual content usage.
Communication Tools
  • Voice & Style Guide: Defining the tone of communication, formality, and addressing employees and product names.
  • Advertising & Communications Guide: Templates and guidelines for advertising material creation.
  • Social Media Guide / Policy: Prescribing content posting mannerisms, monitoring interactions, and resolution.
Social Media Goals
  • Reminding teams of social media goals, linking to the overall social media marketing strategy.
Terminology and Publishing
  • Detailing unique industry terms, capitalisation rules, client references, acronym usage, and word preferences.
  • Outlining posting guidelines, including hashtags, emojis, scheduling, and content frequency.

The Importance of a Style Guide

Effective Communication
  • Catering to audience needs, expectations, and behaviours shapes content creation.
  • Building loyalty and trust through consistent audience experiences.
Consistency and Quality
  • A style guide ensures a unified voice across content creators, maintaining content quality.
  • It commits to refined content by regulating grammar, punctuation, and brand alignment.

Understanding Audience in Style Guides

  • Establishing audience personas, their language, preferences, trusted sources, and values is crucial for effective content creation.

Free Site audit

Just like your body the health of your site matters. Submit your details now for a free professional site health audit.

Shedule a Call

We will call you back at the soonest available time during business hours. If you have a prefered time for a call please leave details in the message field.