Content Marketing is the art of being found online, it means publishing the content which will rank for the search terms and keywords associated with the problems you solve for.
TEN80 devise inbound campaigns and build top-of-funnel content designed to entice your target customer to engage with your brand..
Publish content, capture leads and drive demand...
SEARCH & INTENT
Your marketing team cannot dictate where on the research journey your target audience might be - it’s not in your gift. So the strategy is to publish the kind of content which ranks across search, so that it’s easily found at the point when your target audience is most motivated to learn.
Solid positioning work should provide the necessary insights to allow for the creation of compelling content designed to resonate with your target audience or target-end-user. You need to understand their profile, their role, their challenges and problems. Your content needs to demonstrate that you understand and empathise, before going on to describe how your product or service solves those challenges.
FILL THE FUNNEL FROM THE TOP...
Content designed for Top-of-Funnel (TOFU) should really be focussed on driving awareness around problems and solutions.
You will want your brand linked with the challenges which surface in the minds of your target audience, and you will need to describe your solution in a dynamic and consistent way. Your target audience is not up for the ‘hard sell’ initially, so the best approach is publishing content which helps educate and inform. Your target audience will then reward you with their attention, and you can turn that attention into traffic, and the traffic into leads.
Content Marketing requires sound research, structured content, slick SEO skills and good analytics
SEO STRATEGY & KEYWORDS
An SEO strategy is a critical piece of the puzzle because it defines how your content will come to be seen in search engine result pages (SERPs). If your website content is unorganized, search engine bots will have difficulty indexing your site, identifying your areas of authority, and ranking your site pages.
Keywords are those words which are relevant to your brand or product, which users are typing into their search and which must appear in your content. There are a number of SEO tools which predict how easy or difficult it might be to rank for specific keywords. Obviously the more competitive the keyword then the harder it is to rank. Even if managing to rank on the first page, click-through-rates will be lower for competitive terms. Click-through rate (CTR) refers to the number of people who see your search result compared to the number of people who actually click on it.
A solid SEO strategy involves looking at content structure, subject authority, and the more technical aspects of SEO, before the commissioning and publishing of content.
AI - ASSISTED CONTENT CREATION
With the advent of LLMs such as GPT, it is possible to use AI tools to assist in creating the volume and variety of content necessary to drive engagement across your target audiences, segments, products and geographies.
At TEN80 we like to think of these tools as assistants, and we’re aware of their limitations. You will need to codify your storytelling and be experienced with prompting, before expecting LLMs to generate effective copy. Also in B2B product/brand positioning the use of consistent terms is key to educating your target audience over time, noting that generative AI tools are only as good as the data they are trained on. Undoubtedly however, some AI tools are useful in assisting with structure, and help boost productivity.