Content Marketing


Your content marketing strategy forms the solid foundation upon which your content marketing program is built. Strategy development takes into account your goals, buyer personas (if you don’t have any we will assist you in creating them), vertical markets, your target audience’s pain points and your unique value proposition.

When developing your content marketing strategy we will help you to identify and clarify your goals for your content marketing program.

For example:

  • Are you looking to increase awareness of your brand?
  • Is your goal to generate more qualified leads to your site?
  • Have you built an audience but you’re looking for strategies to deepen engagement?
  • Are you in need of content to overcome buyer friction points in your sales process?
  • Are you losing customers and looking to improve your customer retention marketing efforts?

Once we’ve clarified your goals we will determine which types of content are best suited to achieving your objectives and the frequency of delivery. We will decide on key performance indicators (KPIs) to measure the success of your content. Measuring content marketing efforts is essential as it allows us to further refine your strategy and develop more relevant messaging and content topics for your customers.

An editorial content calendar will be created to map out the type of content you require to achieve your goals, frequency, delivery schedule, key performance indicators and recommendations for social channels.

A balanced content marketing program will assist you with providing your customers the types of content they need at every stage of your unique buyer’s journey.

See Below: Content Types Explained

Jennifer is a talented writer that boasts strong research skills on even the most complicated topics. In a short time, Jennifer has proved to be a trusted resource to produce exceptional content, clearly and concisely, with a human voice. She delivers work exactly as agreed, on time, every time. I look forward to her continued service as our go to writer.

Shawn McQuaid

E-Commerce Manager, Plumbing Online Canada

Looking to expand your content marketing efforts?

Executing Your Content Marketing Program: Content Types Explained

Content marketing is not a one size fits all solution and the types of content you require are dependent on a variety of factors. When it comes to content, we focus on selecting the appropriate types of content that meet your needs based on your budget, objectives, vertical markets you serve and target audience.

We’ve taken the liberty of outlining different types of content below so that you have a better understanding of how they fit into a content marketing program. Keep in mind that not all of these types of content will be relevant to your goals and objectives. For example, if your goal is to acquire commercial and industrial clients, and you require case studies to use as marketing collateral, a blog will not do and we will tell you this. Why? Because it’s important to us that your content is effective.



A company blog is a common denominator amongst small, midsize and large enterprises. When done right, your company blog is an effective content marketing tool that can help to level the playing field. Your company blog acts like a big net to draw people to your website.

We work with our clients to ghostwrite blog posts that answer frequently asked questions, address objections to hiring you, showcase customer testimonials, say what others in your industry aren’t saying, share recent projects and more!

Website Copy

Strong website copy is important in order to create content that converts visitors into customers.  Your website is an important sales tool, and your website copy helps to funnel customers through your sales process. Key pages include: Home page, About Us, Landing pages, etc.

Lead Magnets

Have you ever entered your email address in exchange for downloading a free guide? That guide you downloaded is known as a lead magnet.  Of course, there are many types of lead magnets that you can create but most are content based and are meant to generate leads for your business. They allow you to build an email list to nurture leads and convert them into customers.


The goal of your e-newsletter is to stay front of mind with prospective and existing customers by sending relevant and targeted content to your list in order to nurture those leads.  Schedules may vary with some companies choosing to send out an e-newsletter every 4-6 weeks, while others prefer to do it every two months.The key is to segment your list in order to more effectively share relevant information.


Educational, informative, engaging and persuasive white papers are a critical component to every B2B Content Marketing program and frequently used to generate and nurture leads.

Industry Articles

Articles in industry publications are a perfect way to expand your brand’s exposure and demonstrate thought leadership within your industry. We partner with brands and executives to ghostwrite industry articles that share and promote their ideas.

Website Content

Informative in nature, this type of content is solutions focused and meant to educate your prospective customers about the product and services you offer. This type of content includes brand pages, product pages, service pages, etc.

Email Marketing

Emails come in many forms from general announcements, drip campaigns and autoresponders. Email drip marketing campaigns are an effective way to nurture prospective leads and turn them into customers.  Pay close attention to the subject line and keep your content targeted and brief for greater impact.

Case Studies

A case study is an important piece of marketing collateral for those companies that serve the B2B market. These powerful success stories provide prospective buyers with proof of how your product or services have helped other businesses overcome similar challenges and the results your customer achieved. They play an important role during the consideration and decision stages of the buyer’s journey.


Addressing customer frequently asked questions is just one of many ways you can help to make your brand make sense to your customers. Interview your sales staff to determine customer FAQ and generate content to address these questions. A dedicated FAQ web page can quickly become cluttered. My personal preference and frequent recommendation is to turn your customer FAQ into blog topics, in order to keep your web content streamlined and uncluttered.

Let’s get the ball rolling!