Content marketing has once again been rated one of the most important marketing trends for 2018.


We know it’s not about spewing out a load of blog posts and connecting with thousands of people via social then bombarding them with content.

With the ever-blurring lines between PR, marketing and creative agencies and their roles, and a multitude of platforms, content marketing is a bit of a minefield, even for the most seasoned marketer. The most common questions asked are;

  1. How do you create engaging content to convert?
  2. How do you create good creative campaigns to underpin this strategy?
  3. How do you use SEO and paid for in your strategy?
  4. How do you know your efforts aren’t just a waste of time?

First you start with a strategy, by going back to basics to creating customer personas and looking at historical measured data to find out what your target audience want to read about.

If you’ve not measured this in the past, speak to your existing customers and prospects with some research, perhaps a short survey or some in-depth calls to find out what they want they are interested in.

Listen to what they want, what they like and create more content like it. 

Look at trends and seasonality within your target customer sectors and focus on key dates when they purchase, for example for accountants it could be pre and post Budget time or for food manufacturers, summer time buying of Halloween confectionery. By having these in the plan it’s not such a mad panic getting content out there in a timely fashion.

Create a plan and try to get your relevant agencies and consultants to work together on said plan. If you don’t have the planning skills in-house, outsource them, but more importantly work in partnership with your agency or consultant to develop the plan.

For Stone Collective, we collaborate with others e.g our SEO and PR partners who work in partnership with us to develop and follow the strategic plan.

When you have little to no marketing team, creating a continual source of content is bloody hard work and you’re so close to the product or service you might not always be looking outwards for inspiration. That’s what good copywriters are for.  Give them a theme, they will research it and come back with a unique approach from a different angle. They are excellent at telling stories and can write engaging content in the style and tone suitable to your company.

If you’re struggling with content marketing, from lack of time or resource or if you’d like to share any content marketing experiences  please get in touch.