Content is the key tool of inbound marketing. Its purpose is not to sell, but to position and align. The process is to identify the persona of a target market, find the places they inhabit in the digital space and talk to them about what interests and challenges them.
The desired outcome of this process is to align the brand as a market or thought leader, to give credibility by offering value; sharing information and knowledge, to reflect genuine substance by being present and telling your story.
Content and inbound strategy is important because, for all the benefits the digital world brings, it has substantially torn down people’s perceptions of truth and value. Infinite access to, often contrasting, information has finely tuned and amplified people’s scepticism. You cannot deliver a sales message, without having a presence and traceable story. You must develop a record of being present in their realm, offering real value and support . . . for free.
The biggest challenge in content writing is relevance. Vanilla is a background colour. It is hard to be relevant without having an opinion. It’s hard to have an opinion and not offend some people.
This HQ package provides targeted, voice aligned, engaging stories of around 550 words. (some topics are covered in 440, some have to wrapped up at 660) The kickers for content are the headlines and the image. HQ will workshop and test headline threads. The image will be sourced from the company’s own image library or from best available stock images. Additional effort or investment may be required to achieve the necessary image material.
Completed story, headline, snippet and image posted in up to 4 locations.