For a business to thrive in the digital age, it has no choice but to develop and nurture a solid online presence. At the dawn of the internet, an informative website might have been enough to satisfy this requirement; however, the ever-evolving digital landscape continues to birth fresh platforms, devices, and media delivery avenues, all of which require increasingly sophisticated content to maximise engagement.
Recognising the importance of high-quality content is one thing, but for many companies, the process of creating engaging content at scale is beyond their capacity. Even the largest leading brands lack the resources to keep up with the sheer volume of content needed to stay competitive. This is where a content creation agency like The Bank can help, offering creative services for reaching your target audience with material that connects, captivates and converts.
At The Bank, we provide a wide range of content creation services, from copywriting and blog curation to video production and animation. Our team of professionals can help you develop customised content for any stage of the customer journey, from initial awareness-building to conversion. We also specialise in creating highly engaging social media campaigns that will capture and retain the attention of your target audience on the platforms that matter to them.
Regardless of your business objectives, our creative solutions are tailored to your specific needs and requirements. Backed by an in-house team of content strategy professionals who understand the nuances of today’s digital landscape, our creative experts will ensure that your content resonates with the right audience and drives real, measurable results.
Contact us today to learn more about how our content creation services can help your company. Alternatively, keep reading for our comprehensive guide for leveraging the power of content.
What Do We Mean by Content Creation?
Content creation is a broad and versatile set of practices encompassing the development, curation, and refinement of digital materials such as blogs, videos, podcasts, tweets, infographics, and more. Content creation can also refer to building websites or optimising existing pages for visibility across search engines; content services related to advertising assets; even influencer marketing, and materials produced by social media content creators.
From a digital marketing perspective, the aim is to maximise engagement with a target audience by creating content that resonates with their needs and interests. Furthermore, this content should be tailored to the channels on which it is distributed, harnessing the unique opportunities within each platform to facilitate a cross-platform approach that serves the aims of the business strategy.
The Essential Content Formats
When it comes to content creation, the sky is truly the limit—if you can think of it, you can create it. Broadly speaking, however, a content creation strategy will likely make use of the following:
Video Content
Video content is one of the most powerful marketing tools out there. It offers an immersive way to capture attention, engage audiences, and deliver information in a concise and visually appealing manner.
From webinars and product demos to tutorials, product launches and explainer videos, implementing a video strategy is a great way to generate interest in your brand, tell your unique story, and encourage long-term business growth.
Blog Content
A corporate blog provides a simple and effective canvas for achieving business goals across a number of areas. By producing authoritative and educational blog content, a company can effectively show its customers the expertise of its members, as well as the quality of its products and services.
At the same time, a blog post can operate as a great platform for SEO, helping produce more traffic at a fraction of the cost of PPC. By producing relevant content based on effective keyword research, a company can improve rankings on search engine results pages (SERPs), thereby attracting more organic traffic to its website.
Audio Content
From audio ads to podcasts, audio content can be a highly effective way to reach your target audience. With the growing popularity of podcasts, you can use this medium to deliver educational and entertaining content for a fraction of the cost of traditional radio advertising.
Moreover, with the increase in audio streaming platforms such as Spotify and Apple Music, audio offers a great way to reach potential customers wherever they are—whether in the car, at the gym, or walking to work.
Visual Content
Humans are visual creatures, drawn much more to visuals and images than we are to words. As such, visual content should form a cornerstone of any effective content strategy. Visuals can range from simple photos and illustrations to more complex infographics and videos that bring your message to life.
By developing strict brand guidelines, visual content can be used as part of a wider marketing strategy. Content creation services will help standardise your brand visuals across your entire digital output, from web design to ad modules to social media.
Authored Content
Like blog content, effective corporate content can be highly effective at showing clients and investors the expertise of your company. From white papers to product guides, in-depth articles and reports, well-crafted authored content is a great way to showcase your authority on a subject.
At the same time, authored content on a broad topic can be repurposed and redeployed across a range of digital mediums, helping you to drive more leads, reach more potential customers, and generate the maximum returns from your investment.
Channels for Your Creative Content
Whether your business operates on just one platform or has a presence across a range of mediums, it’s essential to understand how the content you create can be used in different ways. Content promotion can vary from platform to platform, and it’s important to understand the nuances of each one to maximise your ROI.
Your Website
Website content creation services can involve myriad creative formats, but the primary focus should be delivering the right message to the right people. The target audiences on your website are not the same as those who follow you on social media. As such, content that works on social media won’t necessarily be effective for your website.
Creating content for your website involves much more than just copywriting—it should include visuals, videos, and other interactive elements to ensure it resonates with the target audience and conveys the message you want to communicate.
Social Media Platforms
Social media has become one of the most powerful tools for growing your business. It offers a way to interact with your customers, share news and updates, and promote products and services.
Creating content tailored to social media can include anything from blog posts and images to videos, podcasts, GIFs and more. Each platform requires different strategies for effective content creation. Your approach should be tailored to the visual and interactive elements of each platform, ensuring that you’re delivering content in a way that resonates with your followers.
Email Outreach
Email marketing is a great way to keep your customers engaged, increase loyalty and boost sales. Content created for email should be professional yet informal, as it serves as both a communication tool and a form of direct marketing.
Creating effective email content involves understanding the needs and interests of your target audience—including what kind of information would be useful to them—and delivering it in an attractive and engaging format. This could include anything from discount codes to educational content, as long as it’s relevant to your customers.
Advertising
Effective advertising content requires a clear understanding of the audience and what motivates them to take action. It’s important to ensure that your message resonates with the target customers, as this will increase its impact.
Advertising content should be concise yet impactful and should encourage viewers to take immediate action. You can create compelling visuals and copy that resonates with the target audience, making sure to include a call-to-action
Developing a Content Marketing Strategy
To properly harness the power of content it’s vital to have a content creation strategy in place. Every creative asset you produce is an investment—you need to know exactly where, when and how to use it to maximise its value.
At The Bank, we put strategy at the heart of our content marketing services. We assign each client a dedicated content strategist who works closely with them to understand their objectives and develop a strategy tailored to their needs. This ensures that the content created delivers maximum impact, helping clients achieve their desired results in both the short and long term.
Whilst there can never be a one-size-fits-all approach to content creation and content strategy, most strategies encompass the following:
Marketing Goals
A simple one to start: what do you actually hope to achieve from your content creation efforts? Perhaps you want to:
- Increase brand awareness through social media content
- Increase traffic and search volume with SEO-driven written content
- Bring in more qualified leads through email campaigns
- Increase target audience engagement through interactive content
The best creators create materials that are specifically developed with your goals in mind, and this is something that a strategist can help you with.
Audience Analysis
Impactful content starts with a strong understanding of your target audience. You want to create content that speaks directly to them, so you need to know who they are and what motivates them. Consider the following:
- Where do your customers spend their time online?
- Do they primarily use social platforms or do they prefer emails?
- What topics are they interested in?
- What type of language do they use?
By developing a strong buyer persona, you can ensure that your content is meeting the right audience in the right way.
Content Distribution
Before you start creating high-quality content, you need to understand where this content is going to go.
Website Content
Your website is the cornerstone of your online presence and should be considered as part of any content strategy. Written content such as blog posts, product descriptions and FAQs are essential for SEO purposes, helping customers to find you more easily in search engine results pages—but it’s also important to include visuals such as images, videos and infographics to keep customers engaged.
Inbound marketing should be key here: create value for your customers by providing them with content that is educational and entertaining, rather than just pushing your sales messaging.
Social Media Content
Social media marketing is part art and part science. Content shared on social media needs to be formulated in a way that resonates with the platform’s audience. This means understanding the type of content that works best for each channel, from short videos on TikTok to longer stories and polls on Facebook.
Each of your social media posts should be built in such a way as to encourage clicks and shares, grow your follower base, engage with users and direct traffic to your site.
Email Content
Email marketing is another important element of any content strategy. Regular email campaigns can help you to stay in touch with your customers, increase brand awareness and encourage sales.
Create emails that are personalised and targeted for maximum impact—from subject lines and copy to visuals and calls to action. You should also include relevant offers throughout the year to make sure that customers keep engaging with your emails.
Advertising Content
The content creation process for digital ads is slightly different to that for other channels. Ads usually feature higher production values and should be designed to entice people to click through, as well as to promote brand awareness.
When creating ads, it’s important to consider the audience’s journey. Where are they starting? What do you want them to do? How will they get there? And how will you greet them when they arrive?
Influencer Content
Influencer marketing and the creator economy have been on the rise in recent years, and it’s a great way to reach new audiences. Working with influencers can give you access to their followers and increase brand awareness and visibility.
Content creation for influencing marketing can be complex, and it’s important to remember that influencers are looking for unique content. This is where a strategy can be useful: by understanding the needs of both your brand and the influencer, you can create a mutually beneficial relationship.
Budget
It’s essential to think about your budget when creating content. Content creation can be expensive if you don’t plan ahead, so you need to ensure that you’re realistic with what you can and can’t afford.
Think carefully about how much money you need for each component of the process—from research and writing to visual design and promotion. Consider how each piece of content will assist in lead generation or conversion, and make sure you budget accordingly.
Campaign Management
Once your content is created and distributed, it’s important to track its performance to see what’s working and what could be improved. This means setting up analytics tools that can help you measure the impact of your campaigns in terms of reach, conversions and ROI.
By monitoring the success of your campaigns on an ongoing basis, you can ensure that your content is always performing at its best. It will also allow you to understand how your investment in content creation is paying off, and the areas in which you want to see more success.
The Bank: The Last Word in Content Creation Services
Whatever your business objectives, The Bank are on hand to help you create content that achieves them.
Our marketing services span your entire digital output, from content marketing strategy to content creation through to media relations and community management. Our talented network of creative professionals has experience across all creative content formats, whether you’re looking to spruce up your landing pages or develop a full social media content calendar.
Our in-house team of marketing experts specialise in creating innovative strategic solutions to assist businesses of all sizes. Whether you’re just starting out or already have established campaigns, we can help you to transform your approach, reaching new audiences, generating leads, and increasing your profits.
Give our team a call today to get started. We can’t wait to get to work!
