Attract, Convert and Delight more Customers.
The most common business challenge in Australia today is to generate more sales and keep existing customers. So, when 62% of buyers prefer to get information online, Content Marketing offers a powerful solution as the most effective marketing strategy for generating brand awareness, steady leads, and referring customers.
What is Content Marketing?
Content Marketing is an innovative marketing approach designed to deliver consistent and sustainable business growth, especially in business-to-business marketing. Applied systematically, content marketing leverages content creation and distribution to a clearly defined target audience to attract, convert and help customers and employees evangelise your Brand. Although content effectiveness relies on sharing internal expertise, few companies have the skills in-house to drive content marketing alone. For best business results faster, smart B2B companies invest in services of a specialist B2B content marketing agency.
Our Content Marketing Services
InnoFuture is a specialist B2B content marketing agency and a content marketing consultancy with expertise in developing powerful content strategies for b2b marketing. This expertise includes content strategy development, content creation, and content writing for all forms of marketing collateral.
Content Writing Services
Content writing services at InnoFuture focus on creating marketing collateral that helps attract and convert prospective buyers. There is a considerable difference between a content writer and copywriter. Our specialist content writer for web projects, with expertise in content writing for SEO, frequently works with a web agency appointed by the client. Our sweet spot at InnoFuture is writing content for the entire new website for technology and industrial companies and complex services.
Content Marketing Strategy
A sound, data-driven Content Strategy underpins everything the business needs to do to gain new customers, and convert them into active promoters of your Brand. Content Strategy makes the sales and marketing process extremely accurate by clearly defining the Buyer Persona, a clear Business Value Proposition, and SMART goals. This results in more relevant metrics and a confident Marketing Roadmap to achieve SMART goals.
Content Marketing Planning: Editorial Calendar
An Editorial Content Calendar is simply an actionable Campaign Plan and, ultimately, it’s what makes content strategy work. Content Calendar is a schedule of activities designed to provide potential buyers with brilliant answers to every question they may have about your solutions. An Editorial Calendar allows companies to plan the best topics and formats to strengthen your Sales Funnel where it is underperforming or where the greatest opportunities exist.
We use an agile marketing approach, creating a 90-day Content Callendar for rapid testing. This ensures a minimum time investment in difficult, predictive planning and maximum focus on execution. Through consistent measuring and improvement, we can optimise market results and marketing ROI.
Marketing Content Strategist
A Content Strategist ideally can also be a Content Editor and main Content Writer, creating most of your content requirements and also influencing valuable team contributions. Our Content Strategist is an expert who will seamlessly deliver quarterly Content Editorial Calendar, create resources for every touchpoint of the Buyer Journey and will efficiently brief and manage your web agency, design agency, or media for PR campaigns.
What is Content?
OK, you’ve asked. Content is essentially information your ideal customers, i.e. your Buying Personas, are looking for. Good content is relevant and helpful because it enables potential customers to learn, consider different options and decide if you are to be trusted as a supplier.
In the digital age, dominated by technology and automation (MarTech), business people associate content almost entirely with online marketing. Content comprises a rich range of creative market communication, including blogs, posting on Social Media (SM), videos, infographics, case studies, “white papers” (i.e. research based articles) and a whole range of sales and marketing assets. All these resources depend on content writing. Content marketing works best when it’s designed as Pillar content. This strategic format enables brands to create an aggregate impact on the target audience and the all-important Search Engines. Hello Google algorithm!
The bottom line? What makes well-designed content so effective is that, once created, not only it works for the business in perpetuity as evergreen content. You can also re-purpose it in different formats and recycle periodically for FREE.
How Can Content Marketing Help a Business?
The biggest strength of Inbound Marketing approach is that it allows a B2B company align the sales funnel (your goals) with the Buyer Journey (your Customers’ goals). This alignment ensures that the company is going in the same direction as the Customer. During this shared digital journey, your prospects ask questions, and you proactively provide helpful answers and information that helps them make a confident decision.
Business digitisation has, to a large degree, replaced many aspects of marketing communication with Content Marketing. Note that the DELIGHT stage of the Buyer Journey, while very important for every B2B company, is game-changing for B2B SaaS companies who depend on customer retention for their subscription models.
Why Every B2B Company Needs Content Marketing?
It’s simple: every B2B company requires market awareness, a robust sales funnel of steady leads, and, ideally, a tribe of loyal, referring customers. While big brands heavily invest in content marketing, SME business leaders must understand how Content Marketing drives and why it delivers a superior ROI compared to other marketing strategies.
So, here are some statistics which explain why, in the world of a digital customer, to sell more, you need good content:
- Content marketing gets 3 times more leads than paid search advertising.
- 62% of buyers prefer to get their information from an online search.
- 70-80% of search users only look at organic results.
- 47% of buyers view at least 3-5 pieces of content before contacting a company.
- 37% of salespeople struggle with prospecting.
- 40% of salespeople find it increasingly harder to get a response from prospects.
- 42% of companies have hired a designated content strategist executive.
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What is Inbound Marketing?
At InnoFuture, we use the term Content Marketing interchangeably with Inbound Marketing. Here’s why.
Content Marketing, as defined above, is a broad industry term, while Inbound Marketing is an organized method, using marketing technologies (MarTech) and marketing automation. Inbound marketing also distances itself from Outbound Marketing.
Inbound Marketing is an advanced digital marketing concept coined by Brian Halligan, co-founder and former CEO of HubSpot. Halligan defined inbound marketing as a “cycle of attracting, engaging, and delighting people. By creating content that educates and informs your prospects and customers with context, clarity, and creativity, you can build trust and establish yourself as a thought leader in your industry.”
The customer-centric Inbound Marketing utilises proven and timeless marketing principles while leveraging technology, analytics and automation to drive the Inbound Sals Funnel. The critical difference between Inbound and Outbound approaches is that while the former builds a mechanism that pulls (attracts) customers consistently and with growing authority to come to you, ready to buy; Outbound marketing requires constant outbound marketing to push prospects in.
The Role of a Content Marketing Consultant.
Content Marketing has emerged to occupy an integral space in the marketing sphere. Consumers and business buyers alike are always eager to gain knowledge that will enable them to make informed choices. Content offers the means to satisfy their quest and can help you connect directly with your customers.
Developing an effective strategy is all about understanding what buyers are looking out for. At InnoFuture, we help brands present answers and solutions to prospective customers’ needs through interesting content. Relevant and informative content builds brand authority and trust.
Our content marketing consultant in Melbourne will uncover and curate content that will help your business grow more consistently, and will guide you at every step of content development. Whatever the life stage of your business and your customers’ journey, we are here to help you out. As a content strategist, our content marketing consultant can help you with:
- Content Development for a new website
- Review and optimise current website for SEO
- Strengthen your business Value Proposition
- Create new content as part of the sales funnel
Digital Marketing Agency vs Content Marketing Agency
Website with outdated technology and poor content can do immense harm to your business. Hiring a digital marketing agency in such circumstances might not be enough, as digital marketing agencies often focus on SEO or PPC online advertising and don’t always have skills to create suitable business content.
A content marketing agency like InnoFuture, with our extensive industry experience, can design the best content that can help you reach your audience. We understand business environment and can effectively translate complex services into attractive content that helps you connect better with your customers.
Choosing the Best Marketing Agency for YOU!
Whether you are looking for a content marketing agency in Melbourne or a “content marketing agency Sydney”, InnoFuture can help your businesses develop and implement effective marketing strategies using content marketing. We use our deep understanding of the B2B customer and many industry sectors to convert your expertise into effective brand communication. Our content and strategy builds market engagement, and converts readers into buyers and customers into loyal advocates of your brand. We accomplish this by translating your brand message into creative content and selectively map out campaign deployment across ONLY most relevant communication platforms.
This selective approach is critical to small and medium B2B companies with limited budgets. Narrow focus, based on sharp, data-based targeting, provides the best ROI on your marketing efforts.