Content Marketing

Creating great content for New Zealand businesses

Content marketing has become an essential element of digital marketing. Whether it is creating engaging content for your website or producing content for distribution to other sites, clever content marketing gets your business in front of the right people and boosts your website’s visibility in Google’s search rankings.

The success of your content marketing campaign relies on two things: Quality content production and the intelligent distribution of this marketing content. Flow are a New Zealand content marketing agency with an experienced in-house creative team and industry connections that allow us to deliver content marketing campaigns that work.

What is content marketing?

Content marketing is when companies produce and distribute written or visual content to reach current and prospective customers. Good content marketing is all about creating informative and engaging material that increases brand awareness, boosts sales and fosters loyalty with your customers.

There are various types of content marketing you can include in your content marketing strategy. Some of the best channels are:

Having a company blog is a great way to inform and engage with your current and prospective customers. There are a lot of options when it comes to content to share, including sharing product information, updates about your company and blog posts on industry topics. A well-written and regularly updated blog can help make your company a ‘thought leader’ in your industry. This is also one of the best ways to achieve organic search rankings, especially when used in conjunction with the pillar and cluster content approach.

Millions of New Zealanders and billions of people around the world use social media sites like Facebook, Twitter, Snapchat, Pinterest, LinkedIn, YouTube and Instagram every day. They are great platforms to use to share photos, videos and stories with your customers. Content marketing strategies we develop for our clients regularly include these popular channels.

Creating video content to share with your customers on platforms like YouTube, social networks and your website is a great way to build and foster relationships with your customers that, over time, can boost sales. Video is one of the best ways to tell your brand story and put a human face to your company.

These are a great way to build a long-lasting and engaging relationship with your customers. They can subscribe to your email newsletter and you can send them regular informative and engaging emails, with information and content about your company.

These are a fast-growing content medium. All you need to start your own podcast is a microphone, recording software and some interesting topics to discuss. Like a company blog, podcasts are a great way to share industry information and position your company as an authority in your field.

Benefits of content marketing

Traditional advertising is increasingly being ‘blocked out’ by consumers. More and more people are using ad-blocking software and ads that ‘interrupt’ consumers are becoming increasingly ignored.

This where the strengths of content marketing kick in. If you can create highly informative and engaging content that is relevant and interesting to your target audience then it will have ‘cut-through’.

A successful content marketing strategy can…

  • Explain to customers how your products and services can solve their problems
  • Increase conversions and sales
  • Increase customer loyalty
  • Boost brand awareness
  • Improve your Google search rankings
  • Help position your company as an industry ‘thought leader’
  • Help you build a community around your brand
  • Reduce advertising costs over time (good content stays online forever!)

How Flow can help you create a content marketing strategy

If you want to have a successful content marketing strategy, you need to have a plan. Here is an outline on how Flow helps our clients develop a content marketing plan:

Set the goals of your strategy

The first step is to set goals for your content marketing strategy. Some common examples are to increase brand awareness, improve customer loyalty and increase revenue.

Set specific and measurable KPI’s

Once you have set goals, you then need to work out specific and measurable key performance indicators (KPIs). For example, if your goal is to increase brand awareness your KPI’s might be to lift website traffic by a certain volume, increase the conversion rate of your site, or increase social media mentions of your brand by a specific amount.

Choose which content to create

Here at Flow, we can help you by creating blog posts, videos, social media content, email newsletters, infographics – even arrange guest articles. Before we create any content, we work with you to determine which content types will best suit your brand. We do this by developing ‘buyer personas’ for your target audience and drill down on what problems these personas are likely to want your product or service to solve for them. We also investigate where your target audience spends their time online and the best formats to share your brand story.

Pick the best channels

When we have worked what content to create, the next step of a content marketing plan is to choose which platforms to distribute your content through. For example, if you are creating video content then your most obvious channel is YouTube, but it can also be published to your Facebook page, on your blog and your website.

Set a budget

We will work with you to set a realistic budget, so every dollar spent is maximised. We offer lots of different options and can cater to most budgets.

Create the content

Our team can help with all aspects of content creation, from video production to blog post writing. We will also create a content calendar, so you know when all your content will be created and published.

Measure results

Once your content is published, we then measure everything! That is one of the greatest benefits of digital content marketing. We will be able to report on engagement with your content through to tracking conversions. This data is then used to tweak your content marketing strategy to maximise results.

Why choose Flow to manage your content marketing campaign?

Flow has helped clients in NZ and abroad harness the power of content marketing. Producing high-quality content is a specialty of ours; we know how to create engaging content that will connect with your target audience.

If you’re considering implementing a content marketing strategy, or are just keen to test the waters, get in touch with the team at Flow today – NZ’s leading content marketing agency.


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