content marketing is the blueprint for attracting loyal customers.

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We use content creation and inbound marketing to build an effective content strategy that maximizes your return on investment.

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Content marketing is all about adding value to your brand through the creation, publishing and sharing of free content. The team at Design At Work creates a content strategy and relevant content to target the problems or pain points of your brand’s potential customers — without explicitly advertising goods or services.

We’ll work to establish an inbound marketing strategy by creating content across multiple platforms. A multi-channel approach helps identify and target your target audiences using content from blogs, resource guides, whitepapers, email campaigns and social media updates.

Content marketing and inbound marketing are methods Design At Work often uses to keep your brand top of mind. We help your brand become an authority, so customers organically share and reference content from your website. Eventually, one customer’s referral can place your content in front of an entirely new network of people who grow to trust your brand. Paid advertisements have an important role to fill, but subtlety can go a long way in generating awareness, recognition and affinity over time.

What is the difference between content marketing and inbound marketing?

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Content writing helps businesses attract potential customers by offering relevant information online.
Example of downloadable page
Branded, downloadable resources provide education about property tax reduction services and deadlines.
Lead generation form on website page
A keyword-focused landing page converts B2B audiences into leads by streamlining the customer journey.

To make a long answer short — one can exist without the other, but content marketing and inbound marketing are two parts of the same strategy. Content marketing is a form of inbound marketing that uses a specific method to distribute content through various platforms. Inbound marketing uses the data collected about a brand’s audiences to answer existing problems or questions.

Marketers will describe content marketing as a subset of inbound marketing, but they ultimately work together to help brands reach new audiences and keep them interested. Over time, these marketing tools will show you how to convert existing leads into customers.

What are the steps that lead to a successful inbound marketing strategy?

  1. Establishing goals
  2. Conducting industry and audience research
  3. Generating leads
  1. Obtaining new customers
  2. Retaining loyal customers
  3. Measure insights and pinpoint areas of improvement

Content marketing helps you attract individuals by placing your content in front of them. Whether they choose to engage with the content or bypass it becomes a larger part of the content marketing strategy through goal setting. When a goal is set for the content you’re pushing out — such as form conversions — it helps determine what content is the most effective and possibly where you need to shift your topic focus based on the response of your target audience.

Why do you need a content strategy before you start the content creation process?

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Content marketing comes down to one thing — your audience. A content strategy is a map created by marketing professionals to help companies identify audience segments and cater the content based on how they engage with it across multiple platforms.

A good content strategy identifies the platforms that best suit your target audiences, offers valuable information on a regular basis and adjusts the content to the needs of the customer.

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Breaking down your
content strategy.

An effective content plan will include tools like content calendars and scheduling platforms that help brands create content and establish optimal distribution timelines. For example, social media platforms track engagement tendencies based on your performance and audience demographics.

For some platforms, you’ll need several pieces of content each month to stay top of mind. After Design At Work has created your content strategy, content calendars help us determine a timeline and plan future distribution.

Why is content marketing important?

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By delivering high-quality, valuable content, Design At Work connects your brand with new audiences and develops meaningful relationships with returning ones. Brand visibility is often the inherent goal of content marketing, so with each experience a potential customer has with your company, they’re not only gaining knowledge from relevant content, but also building brand loyalty.

It’s also key to keep content relevant, so that your customers not only find value in what you’re providing, but also see your business as the go-to source for information in your industry. Evolving your strategy with shifts in audience needs and behaviors may need to be considered on a regular basis, so the content doesn’t come across as tone deaf. Considering the quality and word count can be crucial to keeping readers engaged and are vital to Google recognizing your content for ranking.

Quality content ties back to your audience while considering the relevant environmental factors. Internal factors such as industry, budget, business goals and existing marketing efforts play a role in your content marketing strategy; however, Design At Work also considers the external such as current events and socioeconomic topics so your content is significant and helpful to a potential customer.

Are you ready to elevate your content marketing strategy?

Design At Work can help.