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26 August 2015

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Guest Column: Daniel Nolan, MD at theEword

Posted by: Nick Johnson

A content-driven digital marketing agency based in Manchester. In order to meet the goals of their clients, they use a blend of technical and creative skills, including content marketing, SEO, PPC, copywriting, web development and social media.

Founded in 2006, theEword have grown from two people to a team of more than 45. From their home in Trafford Park their client list includes Merlin Entertainments, The Co-operative Bank, TJ Hughes and Atkins International, cultivating a proven track record of increasing traffic, conversions and brand awareness.

As theEword specialise in using content to positively influence buying decisions to drive measurable business results for the brands they work with, they’ve taken this opportunity to share that knowledge with you. That’s why they’ve provided some top tips on how to consider the way your brands content should evolve during your customers buying journey online.

Content and the customer journey
There continues to be a huge buzz around content marketing. That’s because content remains an essential part of online marketing. What makes it really powerful is understanding the role it plays in your customer’s journey. From attracting new prospects to your website all the way through to converting them into a customer, using the right content at the right time can be extremely powerful for your business.

1. Awareness

How do you make sure your product or service is visible to the people who may not even know they need what you offer yet?
You can’t be everywhere all the time, but you can provide the answer to a problem or question they may have. The key to the awareness stage is being helpful and providing content that is useful to your prospects. This could come in the form of an infographic or blog detailing top tips on a subject of interest to your target audience.
Content marketing can then facilitate your prospects stumbling across your brand name whilst researching their problem or question on related websites. Awareness stage content needs to be easy to digest and highly shareable so must strike a chord with your prospects interests.

2. Consideration

At this stage, your prospect is aware they need a product or service similar to the ones you offer. It’s here that you want to be as helpful as possible with the ultimate aim of making sure they can make a fully informed decision.
Content marketing at this stage is mostly product focused, using powerful storytelling to explore your product or service in more detail. This demonstrates both the helpfulness that made your prospect aware of your brand, but also the expertise that will help that prospect take you into the final stage of their buying journey.
It’s here we’d advise using content such as top tips, case studies, guides to download with useful information about the product or service and showcasing thought leadership as well as FAQs.

3. Final Decision and Standing Out

You will have produced some great pieces of content to get to this stage. Your prospects will not only know who you are and know they want a product or service like yours, they’re also now ready to buy.
At this final stage, standing out from your competitors is the difference between winning and losing. You have that prospect on your website one final time, so here it’s important to make sure the product or service pages they’re exploring are persuasive and authorities. Client testimonials and reviews can really bring your brand to life and help build trust.
Finally, ensure your content makes it easy for your prospect to convert. Simple things like making sure there are clear contact details visible and making it as easy as possible for them to call or email will help them reach a positive buying decision on your site.
The most important piece of advice we can offer is to make sure you’re addressing your customers differently at each stage of the journey. One size certainly doesn’t fit all so keep your content varied and interesting in order to keep their attention and ultimately convert them from a prospect into a happy customer.

What are we offering?

theEword would like to extend a very special offer to Glaisyers clients – a free digital content audit.
Our content marketing experts will take an in-depth look at your website and social media channels and provide recommendations on how to make the most of your online marketing.

To take advantage of this offer:

  1. Email [email protected] quoting Glaisyers offer in the subject line.
  2. Confirm the URL of your website and any social media channels you use
  3. Confirm if you currently work with a digital marketing agency (you don’t need to tell us who!)

You can learn more about theEword by visiting their website theeword.co.uk, or calling 0161 848 7450 or by following on Twitter @theEword.

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Nick is the managing partner here at Glaisyers. Nick promotes a philosophy where all who work for the firm go the extra mile and are open, honest, caring and down-to-earth. Nick is also head of the commercial litigation team.

Nick Johnson - Managing Partner

To discuss how glaiysers can assist you contact Nick Johnson on [email protected] or via 0161 832 4666.

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