Content Marketing

Content is the key component of marketing communications, from web pages, to email, to PR and social media. And content marketing has been found to generate three times as many leads compared to traditional outbound marketing, while costing 60% less.

Content Marketing encompasses the planning, targeting, creation, publication, promotion and maintenance of material that meets the needs and wants of your customers while eliciting the actions you seek.

More than 70% of B2B marketers use content marketing to generate leads. Your content marketing strategy, therefore, must ensure you stand out from the crowd and capture your customers’ attention.

Gaining this attention is achieved by tailoring your activity and content towards achieving your business objectives and meeting your customers’ needs.

The secret to success is, not only to have really good content – including blog posts, web articles, whitepapers, infographics, leaflets and newsletters – but also to carefully and creatively manage the full content cycle on an on-going basis.

Your content marketing will then build customer trust, satisfaction and engagement, leading to increased business and ROI.

How to engage with customers and win more business

The majority of B2B buyers* rely on content to research their buying decisions, according to research, yet 87%** of B2B marketers say they struggle to produce content that engages.

This imbalance means a significant amount of opportunities are being lost. 

Sources: *2016 Demand Gen Report.  **Forrester.


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Your business voice and tone

As a person, you have one voice. However, when you speak, your tone of voice changes depending on who you’re talking to, what you’re talking about and the message you’re trying to convey.

This is also true of your business. There is one brand voice but your content should have a variety of tones depending on its purpose, who it is targeted towards and in which circumstances.



Putting your customer first

Every piece of content that you publish should have a purpose and, most often, its primary aim should be to satisfy your customers. When you consider a piece of content or a topic, you should ask the questions “Why should anyone care?” and “What purpose will this serve?”.

Customers should also be put first, especially in relation to their pain points, questions, needs and wants.




Case Study: Elisa

Elisa Live is a division of Elisa, a large Finnish telecoms corporation that develop and build wireless IP cameras. Elisa contacted Cognition because their sales volumes were low, their sales and marketing strategy was non-existent and they had no idea how to approach the UK market.

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Elisa Case Study - Content Marketing Example

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