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Annie Veale Freelance problem solver
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website audits GA4 and SEO
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Annie Veale

Website Strategy and reporting with GA4

GA4 will be the only google reporting tool available this time next year – It is a wise move to get your new GA4 reporting property set-up as soon as possible to allow the least disruption to your reporting and performance analysis.

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Annie Veale

The acronyms you need to KNOW

The sometimes very techie and the often very flowery, touchie-feely worlds of digital and marketing can combine in acronyms to test even the most tuned in and knowledgeable of us.

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video content planning
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Annie Veale

Planning Video Content

You might be starting to think about creating video content – a wise move and a definite asset – here a few tips to get you off to a great start!

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trends

Beyond the influencer, how do we identify trends? 

The tools and data available to us is extensive and with proper insight can lead us to new markets and social sharing, it can heighten brand messaging and core values. 

marketing strategy

 

Marketing is a tricky mix of identity, research, insight, creativity, trends, timing and memorability.

 

FOR QUALITY BUSINESS

A content strategy has to hinge together with a number of core principles, at the centre of which should be your crucial brand values, the ethos, and tie-in with relevant areas of interest to your end-user.

For example, profiling will allow you to build pictures of your customers, what other lifestyle interests, what type of homes they inhabit and activities they tend to engage in. By expanding into affiliate areas or topics of interest, you will allow your market reach to potentially increase and this is where content really does become king. 

We can all reach customers that are actively searching for a product. However, by that time, certainly, when it comes to quality or premium products, the browser has already built their own criteria and consumed enough information to be able to purchase. However, if your content can catch the eye ‘create a touch-point’ before they have considered a purchase, then you are protecting your growth, you are expanding your future market and can build a funnel for a longer-term.

CONTENT TOPICS

Topic areas that satisfy this type of approach are obviously very hard to quantify, however, essentially, they have to provide information, views or thought that is well researched, it may allow knowledge sharing or provide some sort of authentication to values. Sustainability is a good example, it is an area on which many people invest their time and money, they also tend to research and listen to the current topics and developments that are occurring across many market places, whether this is purely as a consumer or for business activities. The content you can create for your business within this topic area are therefore extensive – 

Policy and company commitments. Some of the above are very quick, visuals, these provide opportunity for identity and branding to come into play, others a much more time intensive article, which in itself allows further opportunities to engage, others represent the opportunity to knowledge share.

The critical key, as is so often the case, is to ensure it is not ‘sustainable’ for ‘sustainable sake’, unless of course you are a pretentious brand where people purely buy and interact for the sake of pretence.   

Once you have considered your topic areas or threads, you will need to build out your content calendar, identifying the key times and days that your consumers are generally active and then micro detailing such as ensuring the images and messaging are observing headline rules, are eye-catching, are in accordance to your brand guidelines, sharable and supported by a landing page. Additionally, in my opinion, something that many tend to over-look is your social media channel purpose, each does a different thing, it is possible to encourage your customers to follow you across all channels – but why would they if you share exactly the same content?  

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Marketing packages are available on a monthly basis – contact to talk through your requirements.

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Specialist freelance services, designed to fit around your work patterns and budgets across areas of design, marketing and web development.

Whether you require someone to plan your social media schedules, tidy up your brand identity, messaging and product offerings, I can work with you to achieve a real difference in the quality of enquiries you receive, increasing conversions and performance of your business.

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