A Guide to Implementing Successful Content Marketing
Scrape Inc » A Guide to Implementing Successful Content Marketing

According to a Forrester study, the average person looks at 11.4 pieces of content before making a purchasing decision. Some of that content is likely about deciding whether they should buy one thing over another. It’s important to understand how your customers navigate the path from awareness to purchase. Which content drives them further down that path? How does that content compare to the product or service you offer? Its fair to say your content is the backbone of your digital marketing strategy, no matter what stage of the funnel it’s for.

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What is Content Marketing?
Content marketing is a form of inbound marketing that focuses on attracting relevant leads through content (such as blogs and videos) that doesn’t directly promote your brand or products, but implicitly drives interest in them. For example, a post with how-to instructions on making lasagna might not mention the business’ name, but it still supports the brand’s mission to provide quality recipes.

Why is Content Marketing Important?
Content marketing is one of the most powerful ways to promote your business online.  Content marketing is about more than just creating interesting online material. It’s about providing your prospects and customers with valuable information, with the goal of generating trust and driving loyalty, engagement, and ultimately sales.

What are the Benefits of Content Marketing?
Engaging your audience with high-quality content is one of the best ways to promote your business and grow your audience. From blog posts to ebooks, infographics and video, content marketing creates valuable content that can be used to attract customers on your website and on tools like Facebook, Twitter, LinkedIn and Pinterest to maximize their reach. An eye-opening study by Kapost found that content marketing produces 3x more leads per dollar spent when compared to paid search. Finally, content marketing is a great way to generate backlinks and indexed pages, shout out your brand, and maintain a consistent presence in news feeds.

What is a Content Marketing Strategy?
A content marketing strategy is the first step in creating brand awareness with potential customers. An effective content marketing strategy is a multi-stage process that involves a variety of tactics. One part of the strategy focuses on awareness, driving people to your website or blog. The other part focuses on attraction, converting visitors into leads by offering products or information they want to buy. Its so much more than just writing blog posts. It’s about identifying the right message, delivering it in the most relevant way and making sure people take action. Your goal is to increase awareness, generate leads and ultimately drive sales and revenue.

What are examples of Content Marketing?
There are various types of content marketing strategies you can use. At Scrape Inc. our Content Marketing Specialists design content marketing funnels across 3 main areas. At every stage of the funnel, we create a content marketing calendar that is relevant and valuable to visitors. Unfortunately, too many companies focus on one part of the funnel while neglecting others. ToFu (Top of the Funnel) Content focuses on brand awareness and site traffic through great headlines, teasers, and photos. MOFU (Middle of the Funnel) Content educates and informs prospects by answering questions on landing pages, product pages or eBooks/Product Guides. BOFU (Bottom of the Funnel) Content focuses on conversion to paid service or product through personalized email nurturing campaigns and targeted landing pages that educate visitors about how your product or service will solve their problems.

How Content Marketing Works?
It’s a fair assumption that most of us will do our homework before making a final decision about a product or service. We ask friends for recommendations, we look at reviews and blog posts, compare prices and features. We all ask questions before making decisions. This means that your content marketing efforts need to cater to these questions. Research by Kapost shows that creating blog content for your website is the best kind of SEO you can do. It is also one of the top things Google recommends for boosting your website ranking, and it also increases your customer base by providing more value to people who visit your site.

How to Start Content Marketing?
There is a few things to keep in mind before you start creating your marketing funnel.

  1. Don’t try to do it all at the same time – Focus on one area of your funnel based on the outcome you want for each of them.
  2. Update them regularly, and when you have everything set up correctly, it will increase your conversion and lead to better results over time.
  3. Focus on building thought leadership content marketing instead of sales copy
  4. Don’t forget SEO and key word research – Check out our blog on “How does SEO work” for tips on developing keyword optimized content.
  5. Start with the aim to build awareness about your brand and what you offer with the use of great headlines, teasers and photos. Once your audience learns about your brand, the next step is to educate and inform them by answering questions they have on landing pages, product pages or eBooks/Product Guides and once they are familiar with your business, it’s time to focus on converting visitors into paying customers through personalized email nurturing campaigns and targeted landing pages that educate visitors about how your product or service will solve their problems.”

We hope this blog has highlighted how content marketing can help grow your business. We understand that its not easy to create good content REGULARLY (consistency is key here). Successful content marketing is a balance of thoughtful topic selection, solid keyword research and analysis, proofreading for grammar mistakes, and an eye towards information architecture. Scrape Inc is a Content Marketing Agency Toronto Leader. We work with our clients to strategize and develop content marketing funnels and email marketing campaigns that help them build trust with their consumers, attract more qualified leads and increase sales and customer retention. Starting at $250 per month, our Content Marketing Managers will curate monthly blogs consisting of up to 500 words, linked sources, and a relevant stock image.

Email contact@scrapeinc.com to book a free strategy discussion on your content marketing, email marketing campaigns and lead nurturing campaign requirements.

How We Can Help

Website Launch or Revamp

Get your website built or revamped by experts. We’ll start with your brand and develop a creative design for your website, complete with keyword research, optimized content and full SEO.

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Our monthly service includes unlimited additions and edits to drive more traffic to your website.
Contact us to discuss your branding and website management requirements and get a custom quote.

Search Engine Optimization (SEO)

We all know that op results in Google’s search have an average click-through rate (CTR) of at least 30%. By dedicating only 5 hours a month, we’ll drive more traffic to your website and boost your search engine rankings.

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Ask us about our location-based SEO service to help you attract more local customers to your establishment.

Social Marketing

Our social marketing service provides a platform to schedule and publish posts to all your social accounts from one place. The managed package means we’ll take care of all the content and engage with your customers to strengthen relationships and help you generate more leads.

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We’ll manage all your comments and mentions and even take part in industry discussions on your behalf. The best part is that you can track links and analyze all your social marketing from our platform.


Consistent Content

SEO Optimized and relevant content will do wonders for your business. We provide quality content for your email marketing, newsletters, press releases, blog posts, webinars and social media so that you can stay connected to your customers.

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This service will position you as the “experts” in your industry and not only drive traffic to your establishment but also get you noticed by the press for interviews with television and media outlets.

Graphic Design & Video Content

Our industry experts are on hand to help with all your still and moving graphic design requirements, including logo design, label design, menu design, brochure design, flyer design, business card design, sales deck design, listing design, social media profile design, content design and promo videos.
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Did we mention unlimited edits until we get it right? Yes, contact us now to learn more.

Digital Signage

We offer end-to-end digital signage so you can entertain, engage, educate and upsell to customers while they are waiting in your establishment. We also provide digital menu boards that are easy and quick to update, displaying menus, pricing, promos and notifications.

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Our sleek and powerful digital signage media influencers need to build the most effective content for your needs. All you need to do is power it up, make sure you’re connected to WiFi and connect it to your TV via HDMI for ongoing playlists in your establishment.

Review Requests & Review Responses

At Scrape Inc, we believe in truly listening to the customer’s voice. This service is designed to help you reach your customers by text or email and collect authentic customer reviews on websites that impact your success—the more, the better.

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Gathering your customer’s feedback and responding with personalized messages will increase your google authority by 100%. A local pizza restaurant invested in managing their online presence and reputation; they have now rated 4.9 stars and their sales increased by 30% in just one month!

Reputation Management & Loyalty

We’ll start with where you are right now and show you how your brand is perceived online. We’ll also implement our media monitoring technology to provide automated reports and alerts that keep you in the loop.

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You’ll have an ongoing view of what is being said about your brand and the industry online.
Finally, we’ll compile reviews of your brand from dozens of websites and use competitive benchmarking to measure your success. The result is improved search rankings, so you get featured exactly where your customers are looking for your services; improved listings as well as accurate and consistent information across multiple directories, review sites, and social networks.

One step away from your audit report