Social MediaInbound MarketingHubSpot

Content Marketing

So you've got a killer product, but without engaging digital, printed or video content you’ll be all but invisible.

Consider this: TV programmes, from mass-market soaps to masterpiece dramas, are, first and foremost, content designed to pull in a specific audience for the purpose of firing tailored advertising at them.

‘Soap operas’ are so-called because they were sponsored by soap companies for this precise purpose. Now that’s not just a cool bit of trivia you can wheel out at parties, it’s a symbol of just how powerful content marketing is — that something as iconic as Coronation Street is the result of a marketing idea.

So, content is still king. But, as Gary Vaynerchuk says, marketing is queen — and she runs the household. Which means the question is how do you obey your queen and get your house in order? Well, as is often the case, successful content is a question of what, how, who, where and when.

The 'What' and the 'How'

Your brand exists at the intersection of your audience’s interests and your ability to meet those interests. So when it comes to what your content should say, you talk about what your audience wants to hear. What do they want, love, need? What aspirations or problems do they have that you can fill or resolve? And how do you do it better than your competitors?

As for the how, that’s trickier than it may first appear. Have you got your brand foundations in place? Have you got brand guidelines to keep your brand coherent no matter the channel? Know how to run a successful email campaign? Can you shoot video content and write scripts? Have you done SEO research? Do you use inbound content marketing tools such as HubSpot?

If so, great. But if not, don't worry. That’s where we come in.

The 'Who', 'Where' and 'When'

So, you know what, you know how. But you shouldn't get all creative until you’ve considered your content strategy’s who, where and when.

Have you created detailed buyer personas? Should your content change depending on their characteristics?

Where does your audience reside? Do they love social media — and, if so, which channels? — or would traditional media get more bang for your buck?

That's a lot of questions — sorry about that. But it’s only when you understand the above that you can create a winning content marketing strategy.


But it doesn't end there.

Your content marketing should be underpinned by regular data analysis and social listening, so you can build meaningful relationships with your audience, as well as social monitoring, so you’ll know how to optimise content for maximum reach, lead generation and conversion.

Content marketing isn't just about sending blogs into the digital ether for it to be ignored by an uncaring world. It's a joined-up approach that involves strategists, content creators and analysts getting the most out of your marketing. So get your whole team — or ours — behind it and you'll see just why content is king and queen.

Speak to Woven about your content marketing strategy today.

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