In-House Agencies: Techniques for Effective Content Marketing

by Rebecca Garnick Ast

Thanks for reading! As you can see, we love to talk content. Get in touch to start a conversation about what great content can achieve for you.

Nine out of 10 marketing professionals use content marketing. According to Content Marketing Institute, most marketers also plan to increase their content marketing investment within the next 12 months. However, only a third of marketers feel their content marketing efforts are effective, and only 5% of those surveyed by CMI have a content marketing strategy. Therein lies the problem.

Is your organization lacking organization when it comes to content marketing? Tippingpoint Labs teaches techniques to help your team become more effective at creating the right strategy and execution plans for content marketing.

Content Marketing Philosophies

Learn our philosophies and approach to strategic content creation.
Craft the Right Content for the Right Audience Delivered at the Right Moment

The McKinsey Consumer Decision Journey has shaped the way many marketers approached messaging and communicating to consumers.

We adapted the Consumer Decision Journey to account for a deep integration in the digital world and layered on our strategic thinking regarding effective content creation.

Using a deep understanding of consumer behavior, we can better define the right content to create, for the right audience, in the right medium, at the right time.

Connect with the Audience in a Meaningful Manner

We believe that brands must find the intersection of relevant, high quality, and frequent content creation in order to realize success with content marketing initiatives.

Relevant: Ensure that you have the permission to speak with authority on the messaging points to the target audience.
High Quality: Must meet and exceed the expectation of the audience. Quality varies and it’s important to understand what is expected.
Frequent: Only with consistency and frequency is a relationship forged and a foundation for action established.

Take an Audience-First Approach to Distribution

Your website is not the center of the universe. Search is. You have to go where communities already exist, without expecting those communities to come to you.

It’s important to build a distribution strategy that allows for the target and niche audience that moves the market to find you.

Create content that is meaningful and builds authentic relationships and the net result is positive.

Content is only Effective if it’s Focused

You cannot be all things to all people.
Who moves the market?
Who is a purchasing decision maker?
Who is an influencer?
Knowing your audience is one thing. Not being afraid to go after niche segments in order to message effectively to a smaller group, is another.

Content marketing is not going away. The brands and companies that embrace it with a strategic and efficient approach will be proficient and realize great results from the efforts.

It’s a lot of information to digest, we know! But we can help with that.

In-House Agency: Effective Content Marketing

Are you an in-house agency interested in learning more about content marketing?
Talk to the team at Tippingpoint Labs to learn how to get started.
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