Create reasons to engage with prospects
Content marketing is the art of building an audience that builds your business. The art of generating interesting, informative and even entertaining articles, blogs or video content that prospects and customers look forward to receiving and want to engage with.
When you produce content that prospects look forward to receiving, they want to follow you and share it with their peers, creating reasons for you to stay in touch and let them know about your services and solutions that doesn’t feel like a hard sell to them.
How do you run an effective content marketing campaign
You could literally write a book on how to run an effective content marketing, but this essential comes down to how well you can execute the Four As:
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Attractioncontent to capture people’s attention
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Authoritycontent to establishes you as an expert
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Affinitycontent that resonates with the right people
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Actioncontent that makes them want to buy or subscribe
It’s no good generating great headlines and being an expert if your content is written in a way that makes people think, that’s interesting, but doesn’t make them want to take action towards working with you. Nor is it any good pressuring people to get in touch if you haven’t given them a reason to want to do that by impressing them with your authoritative thinking. Plus without a compelling headline to make people want to stop and invest time in an otherwise brilliant piece of content will go directly in the bin.
That’s why all our content, whether it’s a blog, thought-leadership report, direct-mail, press article or video focuses on all of the Four A’s for maximum results.
We will work strategically to identify what issues you want to own thinking on and produce dynamic, attention grabbing content that people not only want to read but also act upon.
Case Study: Leading thinking on mental health for Mercer
When the findings of a major study into employee wellbeing revealed the extent to which existing approaches to solving the mental health crisis were failing to deliver, Mercer appointed Benicate to write a compelling report on what needed to change going forward.
The resulting Good Intentions, Bad Outcomesreport was ground-breaking in its ability to get employers to think about the need to take a more strategic approach. Content from the report was used to create a webinar invite that more than 10,000 employers registered to listen to. While press articles and a blog and newsletter based on the report generated several new business leads for Mercer.
“Benicate’s strategic yet creative approach is a breath of fresh air. The powerful content marketing and media relations activity is changing debate about health at work, helping us to stand out as the thought-leader for our industry.”
Partner, Global Health Consultancy
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