Content is the heart and soul of a campaign, and ultimately what makes your marketing efforts connect. Unsurprisingly, it’s at the center of our marketing methodology.
Today, there’s more content around us than ever before, and it’s never been harder for brands to be noticed, let alone remembered. In this world, even solid creative can fall flat if it doesn’t have exactly the right message for the right audience, delivered memorably. It takes an agile and strategic team that can employ data to build, deliver, and amplify engaging narratives.
At Embtel, we’re creating content that resonates with your customers because it’s engineered for them. Our content marketing services draw on well-crafted strategies, data, and channel expertise to find synergy between creativity and proven tactics. It’s creative meets number-crunching, selling meets storytelling, left brain meets right brain — and it builds brands.
You can’t just put any old content out in the world, and you have to put it in the right places when you do. Even the best content will underperform without a plan, and a great content strategy still needs to be executed. That’s why come prepared to do both.
Our marketing framework makes content creation the core of a data-driven, human-centric process. We start with the brand story and absorb all the data we can to understand the audiences it speaks to. We look for opportunities to tell that story in new ways, or to solve specific challenges – whether that’s educating an audience, making an emotional connection, or making a point in a new way.
From there, we create immersive campaigns from the ground up, building loveable experiences across the right platforms. By the time something enters the wild, we know what our goals are, who our audience is, and what we intend to achieve. Marketing moves fast and we stay agile thanks to a process that encourages collaboration every step of the way.
A piece of content can hit the jackpot and find a huge audience, but the best content marketers in the business rely on consistency. They build an audience by finding a format people like, tweaking it in accordance with feedback, and sticking with it as they gain momentum.
But in an age of diminished organic reach, having a plan in place to promote content intelligently can accelerate this process. Paid promotion can be valuable not just because it expands your reach, but because it gives you a wealth of new data about what headlines or ads attract attention and which audiences have an affinity for your content.
This gets at something else that’s vital to making good content – honest evaluation and iteration. At BFM, this process is baked into our marketing methodology. We look closely at how any piece of content performed and feed our insights back into the next round of strategy and creation. It can feel like luck when content picks up steam – but we find that this discipline lets us get more lucky, more often.
While you can and often should advertise to raise awareness, pushing out messages will only get you so far. Brands need ways to attract consumers’ increasingly scarce attention, and that means providing memorable experiences – content your audience would enjoy no matter who produced it.
But the challenge isn’t just quality — it’s relevance, too. Not only do you have to create exciting content, you also have to deliver it to the right people at the right times and in the right places.
Brands that pull this off position themselves for success, even in today’s noisier-than-ever market. Brands that can’t, however, risk getting lost in the fray.