Content Creation: tips for good execution

Why is content lead marketing important?

• SEO is no longer a maths problem, it's a human one.

• People’s time is valuable and if they are spending part of their schedule being pitched to – you – the marketer must provide them something in return.

• That ‘something in return’ can be as simple as a bit of a giggle or a great idea that benefits them. Whatever it is, it needs to hold their attention.

• When people are looking for a service such as yours, they’re looking for information. Are you and your company knowledgeable and trustworthy enough for them to invest their hard earned money in your services? Reliable, relevant content can help to assure them that this is true.

Why is effective content creation so challenging to achieve?

1. You need executive buy in to make it happen but, they’re busy people and all too often it’s a low priority

2. You frequently need internal knowledge to develop the collateral you want to deliver but sometimes it’s easier getting blood out of a stone

3. You need to really understand your audience and the topics they’re interested in so what you produce is useful - otherwise it’s just noise.

How do you make it interesting?

It needs to be:

Relevant Valuable Engaging Compelling

• Yes:– People love statistics

– They like having their intuition reinforced

– They appreciate the insight it provides

– It avoids the problems associated with internal development of content

– Research led content is not seen as being a sales pitch

Can a “research led” contentstrategy help you ?

• Since we undertook the global research report commissioned by AMD in 2011 understanding the state of cloud computing, its had 10.5K Slideshare views, and that’s in a specialist B2B area.

• http://www.slideshare.net/AMD/amd-cloud-adoption-approaches-and-attitudes-research-report

• Even back then the findings revealed that while the cloud is maturing rapidly, challenges still remain

What does it look like? B2B

• Some great articles have been written to document trends or make the most of current passions. The report extract here was designed to capitalize on patriotic excitement and the pride of a family run business (Warburtons) in 2012. Something as seemingly mundane as toast got some great coverage when it showed us who our favourite breakfast habits and DJs were.

• http://www.warburtons.co.uk/images/uploads/BreakfastReport_print_lowres.pdf

What does it look like? Consumer

• Because Redshift Research can help you develop and deliver content that makes buyers more knowledgeable. - People like that because it empowers them.

• The content we can help you create will cause people to – engage with you

– hopefully they then buy from you and

– they might even become loyal to you.

Why are we telling you this?

• Historically we’ve worked with clients to provide the insight needed to create effective content and then leave them or their marketing agency to produce the collateral.– If this is your preferred route you can find sample

costs for various audiences by clicking on this link http://www.crowdologyinsight.com/wp-content/uploads/2014/01/Content-Creation-rate-card.png

The modular option

• We’re increasingly being asked if we can provide a one stop shop or outsource solution that allows clients to take a more hands off approach. – In effect being able to provide the focus and direction, execution

and final ‘print ready’ article.

• To deliver this service we’ve teamed up with a sister agency within the Next15 group.

• With their content creation division and our original research we can provide a genuinely holistic solution. – In simple terms Redshift provides the content and our sister

company adds the creation in a range of different sizes and styles to suit budgets and requirements.

But if you want a bit more assistance

We look forward to having the opportunity to work with you

Theteam@redshiftresearch.co.uk

Tel: +44 1732 356399

US Office UK Office

212-539-3214 +441732 356399300 Park Ave South Commotion House11th Floor Morley RoadNew York Tonbridge, KentNY 10010 TN9 1 RA

With a background in B2B and development of consumer panels, Redshift Research has a broad pedigree in marketing research consultancy. We provide audience insight, in-depth data analysis and advice to help businesses stay ahead of the curve. - We enable our clients to plan, create, transform and engage.

Redshift use a range of primary research, analytical and modeling techniques to explore original and public data, social and digital data.

While Redshift is based in the UK and US, the company works across the globe, across time zones and languages. Our consortium relationships give us access to 10m respondents in 60 countries worldwide via our online panel Crowdology.

www.redshiftresearch.co.ukwww.redshiftinsight.com

www.crowdologyinsight.com