Content Marketing: The Risks and Rewards

Whether it be blogs, videos, social posts, podcasts, or any other form of content, how do you identify the right activity for your business and its intended audiences?

In this month’s editorial, we asked our network of agency leaders to share the benefits, potential challenges, and risks of content marketing with guidance for in-house marketers looking to develop an effective content strategy that works for their brand - including the role agencies can play in maintaining and bolstering your content activity.

‍

‍Take a look at our calendar of free virtual strategy workshops, designed to tackle the key challenges facing in-house marketing leaders

‍

What our Experts Had to Say:

‍

"Once you have a sound problem: solution proposition, think about the best channels to get this out."

‍

There’s a lot of shit “landfill” content out there – particularly in B2B. One important thing to consider is making sure what you produce speaks to the challenges your audience face – and offers a concise and easily understood solution. It’s becoming more and more important to do this to stand out, otherwise you’re just adding to the drivel.

A useful approach is to not think about the type of content at first, but instead find the experts in your business, identify some key customer pain points and chat to the experts about how your business solves them. In B2B, that could be the likes of changing regulations, shifting goalposts due to digitalization or the drive to net zero.

Once you have a sound problem: solution proposition, think about the best channels to get this out. It’s likely you’ll want to use as many as possible – sweating the asset for all its worth.

‍

"The biggest risk a marketer can take with content is to isolate it from their communications."

‍

Integrate your content through the funnel. The biggest risk a marketer can take with content is to isolate it from their communications. This leads to 'content for content’s sake' and eroding its perceived value.

Successfully integrated content marketing requires keeping an organised idea alive through the work; from that top of the funnel, awareness advertising through to 'depth content' in 'consideration'.

This requires journey planning, customer insight and the compelling communication of something valuable to an audience. The reward for getting integration right is outperforming your competitors and improving your ROI; we typically see engagement x2.5 times competitor benchmarks for well-executed work.

Integrating 'through the funnel' can be hard to achieve because of marketing department structures and agency specialisms. Integrating brand and content teams (or giving them shared targets/KPIs) and working with a single strategic creative agency is the best way to achieve this.

‍

"No content strategy is complete without expert execution and results analysis. What does success look like?"

‍

‘Content is king’ - yawn, but it’s true. AI is churning out content at speed (how do they do that?); it’s hard for users to find valuable information. As a brand, your strategy is vital for engaging users.. and the right ones.

Firstly, understanding what users are searching and the intent behind their searches (are they ready to buy, do they need more information?). Keyword Planner and Semrush are great tools to use.

Then, map your cross-channel content strategy, based on what your audience is searching for. With optimised landing pages, siloed content and multi-format content for all channels.

No content strategy is complete without expert execution and results analysis. What does success look like? Considering reach, traffic, engagement and sales. Working with an agency can reduce the time, effort, risk and investment needed to:

• Navigate the complex searches;

• Utilise expertise to craft a highly effective strategy;

• Create engaging, valuable content;

• Deliver results that impact your bottom line.

‍

"It always starts with audience understanding. Not just in terms of their age, gender and locality, but the what, where, how and when."

‍

The challenge of keeping brand content relevant is akin to renovating a property. When you do it right and you do it well, it can stand the test of time. But sometimes, you need to take it back to the foundations and start again.

It always starts with audience understanding. Not just in terms of their age, gender and locality, but the ‘what, where, how and when’ when it comes to preferences on content consumption. We then ask ourselves ‘how can your brand and its content connect meaningfully with this audience?

At GOLD79, we use our insight capabilities and combine them with human intelligence to think as the consumer would, to understand where our clients’ brands deliver real-world value.

From here we can start to shape a content strategy – researching relevant topics that a brand has the right to talk about, assessing the audience’s media consumption habits, and weighting activity across their touchpoints of choice. You’ve got to be truly agnostic about what kind of content will work until you’ve got to this point.

When it comes to content marketing output, it’s about ensuring that whatever we say is meaningful and resonates with the consumer, cutting through the cacophony of noise. We then take the content to where the consumers are – utilising a channel mix of social media, website, podcasts, blogs, videos or via media and influencers.

The key drivers of success are in the clarity of messaging and consistency of creative delivery.

‍

View our Playback: Creating a Brand and Content Strategy that Speaks to Diverse Audiences

‍

"We do a lot of A/B testing of content for clients, so we can see what formats and topics resonate the most."

‍

Knowing your target audience and what information they need at what point in the buying journey means you can serve up relevant content in the right format, via the right channels. This is driven by audience insight, much of which you can extract from your online activities, such as your social, search engine marketing and digital analytics.

In paid digital campaigns, we do a lot of A/B testing of content for clients, so we can see what formats and topics resonate the most. We also create SEO-optimised content for clients’ websites, based on the most relevant search queries to them.

A key skill here is blending technical SEO knowledge with a deep understanding of clients’ business and markets, to create content that drives relevant traffic. This is one of the areas in which a good agency partner can make a big difference to your content marketing ROI.

‍

"By delivering relevant, attention-grabbing and measurable content, you’ll be able to unpack the messages, moments and magic that resonates most."

‍

With a seemingly endless array of content channels at a brand’s disposal, understanding your audience is the priority – where are they, what do they need, how can you help, why will they care? To unlock your true value, data and insight should play a huge role in clarifying your cultural value.

Success does not necessarily need big budgets - if needs be, you can start small but creative accountability is key. Testing a new medium that allows for real-time insights and a process that can iterate and scale will have a far greater impact than spreading yourself too thinly and simply going with your gut. Results matter.

Finally, consistency is key, this is ultimately about fostering a relationship built on trust, memorability and connection. In time, by delivering relevant, attention-grabbing and measurable content, you’ll be able to unpack the messages, moments and magic that resonates most – offering you and your business the confidence to continue investing in your brand’s growth and cultural impact.

‍

"Agencies can help to paint a picture of your audience, so you can craft the content they need from you."

‍

Creating content for contents sake never resonates with audiences, and spreading yourself thin across every platform can strip away your authenticity. To truly connect, you need to understand your audience inside and out; who they are, where they hang out, and what challenges they face.

The answers to these questions are often hidden in the data you already have. An agency can help you to have a closer look at your data - whether that’s your top buyers, website visitors, or social media demographics; agencies can help to paint a picture of your audience, so you can craft the content they need from you.

Armed with this knowledge, you can craft content that speaks directly to their needs. Use SEO best practices - name your content after the exact questions they’re asking, or create videos that show how your product solves their pain points. The key is meeting your audience where they are and delivering what they’re looking for!

‍

"Ditch the dull, double down on the good stuff, and keep evolving."

‍

Say No to the Bland!

Content. We're drowning in it. It floods our phones, invades our homes and lines the streets. Want to cut through the noise? You need more than just relevance. You’ve got to stand out. The secret? Be interesting. Yes, it's that simple.

Trends come and go faster than TikTok challenges, and your audience? They’re a fickle bunch. You’ve got to get inside their heads - figure out what they care about, where they hang, and how they like it served.

Then give them exactly what they want, with a little extra spice. Measure it, test it, and stay ahead of the game. Ditch the dull, double down on the good stuff, and keep evolving.

It’s easy to get snow-blind in the content chaos. Agencies are your outside eyes, giving you a fresh perspective. We’re experts at swiping ideas from other sectors and offering insights you might never see. A bench of specialists - ready to help inject energy into your strategy and spark conversations with your audience.

‍

"Remain agile in response to industry trends or news to help with relevancy."

‍

The right content activity for your business can be identified when you focus on having a purpose and providing value to a user.

Begin with a content audit of what has or hasn’t worked previously, including a competitor analysis. Create a plan that is in line with the direction your business is taking, covering different relevant content types (blog posts, videos, infographics, case studies, etc.).

Include contingency time to remain agile in response to industry trends or news to help with relevancy, and as your business evolves, regularly review your content to maintain consistency across platforms.

Often in-house teams are spread too thinly in terms of time and resource when it comes to the level of precision that an effective content marketing strategy requires, as well as the flexibility to be reactive. Strong content marketing requires intensive data analysis and a creative touch, which the right agency will master.

‍

"A good framework for content creation can help to minimise overinvestment in the wrong areas."

‍

Content success is determined by many factors, but the fundamental starting point is an understanding of your audience. Once established, a good framework for content creation can help to minimise overinvestment in the wrong areas.

We often think about content in 3 categories:

The first is high-frequency, low-effort content which sustains engagement and gathers data on audience behaviour (listicles, topical social posts etc.) This can help to learn what’s working.

Second, there’s medium-frequency, medium-effort content, often serialised, to build ongoing relationships and encourage continued interaction (podcasts, video series etc.).

Finally, there’s high-effort, big-impact pieces (hero films, in-depth reports etc.), often tied to wider marketing initiatives and born of a big insight or unique opportunity. These are designed to deliver lasting impressions and drive significant results.

By balancing these content types, we ensure brands stay relevant, adaptive, and aligned with their audience’s evolving needs, without overinvesting in the wrong spaces.

‍

"The strategy process must be agile, delivering the appropriate activity for the intended audience at that time."

‍

Defining the right digital marketing activity for a business will always be a moving target. There is no single strategy that’s guaranteed to deliver fantastic results for every client - which is why the strategy process must be agile, delivering the appropriate activity for the intended audience at that time.

At I-COM, we rely on the proven strategies defined by our Content Marketing Pillars - SEO-driven content creation, brand outreach via social channels, customer engagement through email, and so on - and our recommendations are always based on a foundational understanding of our client’s overall brand goals. However, the specifics will always be evolving.

This is where the agency’s role comes into focus. By staying educated on the latest commercial trends, changes in the digital landscape, and forthcoming advancements in marketing methodologies, we can find the right solutions for the right circumstances - and always be prepared to change tack as the winds change.

‍

"Our audience-first approach involves doubling down on the platforms where prospects engage the most, delivering content they genuinely care about."

‍

Quality social media content is always a good idea – this is where audiences are most active, and brands can see great returns if they play their cards right. But this rich, ever-changing territory spoils brands with content choices to connect with consumers.

YouTube Shorts, Instagram Reels, TikTok Shop, influencer partnerships, long-form video and editorials – where should you place your focus? Navigating this complex environment requires finding the right solutions for both your audience and your brand. And external expert guidance can help define the right path and production plan.

With varying consumption behaviours and content opportunities across channels, it’s essential for brands to prioritise crafting content that delivers value and connection – rather than simply adding to the noise.

Our audience-first approach involves doubling down on the platforms where prospects engage the most, delivering content they genuinely care about. By focusing on relevance, our brands achieve more with less.

‍

"Creating valuable, original, link-worthy resources is becoming more critical amidst the flood of mediocrity."

‍

“Content” is a terrible word really. It communicates nothing about its purpose other than to “fill” something. Bad content fills - bland website, good content fulfills. The shift from bad to good hinges on your strategy, demonstrable substance, and style.

Old habits die hard, with many brands still striving to produce as much keyword-stuffed content as possible and desperately seeking backlinks for authority. GenAI makes smashing out bland content easier than ever, fill your boots! However, creating valuable, original, link-worthy resources is becoming more critical amidst the flood of mediocrity.

Simply answering popular queries is no longer enough – the robots have that covered now, move on. What will set you apart is your unique style, first-hand expertise (hello EEAT!), and a cohesive strategy to build brand trust.

We must focus on original value, not just volume, to have chance of being seen, and remembered. Even if you’re answering a frequently answered question, you can still bring more style and substance than the crowd. Your content should fulfil a purpose, not just fill screen space.

‍

Read: In-housing, Outsourcing, and AI - Optimising your Content Production with New Tech

‍

"I’d suggest rather than take a spray & pray approach with the platform-of-the-day, employ a more laser focused approach to targeting."

‍

A successful and efficient content strategy will be informed by a customer-led approach rather than a platform-led approach. When it comes to content relevancy, you need to consider who you need to be relevant to?

Mass relevancy is difficult to achieve without a large budget behind it – and whilst a viral cross-platform campaign might get a buzz going, will it lead to conversions?

Gather insights on where your specific customer demographic is and build up your psychographic segments. I’d suggest rather than take a spray & pray approach with the platform-of-the-day, employ a more laser focused approach to targeting.

Ask yourself questions like whether you really need a celebrity influencer with mass appeal plastered all over your content, or would a micro-influencer be a more effective use of agency resources.

‍

"The right content mix based on user needs is crucial but a huge part of content strategy is workflow and governance."

‍

Content and Search are going through a seismic change. We were early adopters of AI and tech innovation and automation helps our experts put time into high-value, cognitive work for a sustainable, strategic content approach.

Search now goes way beyond Google SEO - voice, apps, Reddit, TikTok - and it is critical businesses can be found wherever users are searching with relevant content. We map this search intent across channels with proprietary and market intelligence tools to build a comprehensive behavioural profile, so we can serve up useful, inspirational and usable content.

The right content mix based on user needs is crucial but a huge part of content strategy is workflow and governance. The effort here will be significantly rewarded long-term. Binet and Field’s 'The Long and Short of It' reminds us the optimum budget ratio is 60:40 between brand building and activation. Plan content long-term with space to be reactive.

‍

"If your content is timely and addresses a genuine need or interest, it will likely resonate across multiple channels."

‍

In today’s crowded digital space, maintaining relevancy starts with strong news sense and horizon planning. If your content is timely and addresses a genuine need or interest, it will likely resonate across multiple channels. While platforms and algorithms evolve, the core of effective content remains unchanged: relevance and value to the audience.

Data insights can help fine-tune this, but ultimately, if the content is newsworthy, it will perform. Collaborating with an agency can provide fresh perspectives and specialised expertise, helping in-house teams stay ahead of trends and make their content strategy more efficient and impactful.

‍

If you're seeking external support to bolster your content strategy, make sure you're getting the most out of your investment. GO! offer cost-free advice on best-practise, provide independent agency recommendations, pitch management, and more -  get in touch to get started.