Ember’s background is in broadcast television, and it’s our belief that companies and other organisations should have their own broadcast-quality content. We use the same personnel, the same camera and audio equipment and the same editing and graphics software when making videos for our corporate […]
Customers look for different things at different stages of their journey. Create content for every stage. First you need content to make them aware of you, then to get them interested. Provide content to help them evaluate you and, finally, to keep them coming back.
Don’t over-focus on text-based content. Today’s consumers respond better to imagery – especially users of tablets and smartphones. Think videos, infographics, photographs and cartoons. And always include images with blog posts.
The beauty of content is that it can be used for so many purposes. For example, combine your best blogs, then add an intro, conclusion and a cover page, and you’ve got a white paper. If you give a presentation, use your PowerPoint slides as […]
A key reason why people share content online is that it arouses their emotions. Work out what moves your audience, and ruffle a few feathers. You’re more likely to engage the people that way – even if you lose some in the process.
When planning content, think about the challenges facing your target industry. Get in the inside the minds of your customers… What problems are they having? What keeps them awake at night? Then produce content that addresses these pain points.
If you don’t have a full-time content marketing officer, give a senior team member responsibility for overseeing your content strategy. Make it their job to come up with content ideas and a content calendar, and to decide who produces what.
Ideally you need quality and quantity. But, of the two, don’t compromise on quality – especially if you’re in the B2B sector, where a few strong leads are preferable to scores of inferior ones. There’s already plenty of content out there; quality will make yours […]
Your first step is to determine what you want to achieve. Is it creating good will or building an audience that’s important? Or is it purely about conversions? It’s probably a combination. But agreeing on priorities from the outset is essential.