Digital and content marketing

Digital marketing and content marketing are two different types of the same species – both have the objective of getting your business into the world. Determining which one to use for your situation depends on what problem you are trying to solve, and how quickly it needs to be solved. Below is how we have classified each one, but most of the time you’ll find that they go hand in hand.

Digital Marketing

Digital marketing refers to any type of paid promotion or advertising that uses online channels. Here, we define digital as synthetic and include:

Pay Per Click (PPC) advertising / Google AdWords
Remarketing
Social media advertising and or boosting
Search Engine Optimisation (SEO)

Content Marketing

Content marketing is a strategy that uses valuable information to attract followers and develop brand. Here, we define content marketing as organic and include:

Newsletters
Emails and email banners
Blogs, articles, and eBooks
Social Media Posts
Search Engine Optimisation (SEO)

All together now

As marketers, we have found that word-of-mouth is the best way to generate more interest and income for your business. However, the first thing someone will do before they contact you directly, is to check you out and have a nosey at your online presence.

From a Google search, they could find your website, a social media channel you are mentioned on, or an article you have authored. Whichever one they click on; this will be their first impression of you. Therefore, your first action point is to get your ducks in a row.

Check your website – is it easy to find, friendly to your target audience and are there calls to action? If not, have a read about websites here [click to website page]. Have a look at your content, is it up to date?
Check your social media – is it well branded, up to date and engaging. When was the last time you posted?

If you would like us to review your online presence, feel free to purchase our online marketing review package.

Content Strategies

We develop content strategies to help you achieve your goals and reach more customers. We aim to bring your company’s qualities, personality, and differences to the forefront. How often, on which channels, and with what information? – all very big questions that determine success.

Creating content: We can interview and write for you, or we can manage the writers within your company, or engage with technical writing specialists for your field, whichever it is, we ensure your brand voice is heard.

Placement: With access, we can keep your website / blog updated (which Google loves), send out regular newsletters to your database, and post on your behalf on your social media channels.

We can either develop the strategy and then show your in-house team how to carry it out, or we can perform the tasks and report back to you on a regular basis.

Campaigns / Promotions

Campaigns are all about solving a problem as quickly as possible. Sometimes you just want to get people to pick up the phone and call you. We can come up with a promotion that solves the problem. Want more local clients? Want to increase your database? Want to give out a freebie?

We will work with you and your team to sort out a solution that works for you. For more about brochures and promotional items (such as branded drink bottles), please click here to read another page.

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Edmonds Judd – blog updates, newsletter and facebook

Articles are written by the New Zealand Law Society. We find imagery to go with each article, make any amendments to fit their brand and proof it back to them.

These are then uploaded to their website (keeping Google interested in their content), create a newsletter with snippets of each article (with ‘click to read more’ driving traffic to the website) and send to their database (keeps them connected with their clients).

Then the articles are posted to their company facebook page attracting new clients and keeping their online presence updated (you won’t find an old Merry Christmas message here!).

Shieff Angland – blog updates, newsletter, and LinkedIn

The team at Shieff Angland write their own content – after all they are specialists in their chosen fields. The variety of topics is different for each publication. By loading the content onto their website, Google keeps a regular eye on updates. This has resulted in some topics coming up on the fist page of Google and bringing in new clients to their firm.

We also publish a monthly newsletter to their existing clients and post the articles on their LinkedIn company page and email information to individuals so they can post fresh content on their own LinkedIn profiles.

Gilligan Sheppard – website blog, newsletter and social media

The GS team have a rotation of authors who we chase and help to write original content. The monthly cycle updates the website with fresh information, keeps in regular contact with clients through the newsletter, and promotes services through facebook and LinkedIn.

The industry average for an open rate in the Business and Finance sector is only 21%, ours is 30%. The average click rate (viewers clicking on content) is 3% and ours is 21% - high engagement with our clients who love the content we create for them.

JC McCall – water tanks campaign

With the water shortages in Auckland, JC McCall came up with a plan to offer the installation of water tanks on residential properties. We developed the content and added a new page to their website with an enquiry form. Then we created a Google Advertising campaign based on relevant search words with the Auckland area.

This campaign went so well that we had to shut it down early so that JC McCall could deal with the overflow!

“They work tirelessly to ensure we have the best visibility; our brand is on point and is delivered with a focus on value for money, and always with the friendliest attitude!”

Personalised Mortgages – article writing and newsletter setup

Grant wanted two newsletters, one that would keep him in regular contact with his existing clients without bothering them, and another that would connect more regularly for his potential clients. We developed two templates and helped him to set his website up with a sign up for newsletters form and a blog to put the articles.

We interview Grant once every quarter and then provide him with a fresh article once a month. We created an instruction manual for his team to manage the content cycle themselves. They update the website, publish the newsletter and post to their social media with the content we provide.

A Week in Review – newsletter, LinkedIn, international network

Richard is the tax specialist at Gilligan Sheppard, sending a weekly newsletter to accountants providing updates on tax – yes, you can send something that regularly a 0% unsubscribe rate – it’s about valuable content for the reader.

The Business and Finance average open rate for a newsletter is 21%, but we achieve a massage 50% average! We also use this newsletter to cross sell other Gilligan Sheppard services such as business valuations – another item of value for the readers.

As an international speaker on Tax, we also copy Richards articles to his international network’s blogs. This gives him more exposure to those wanting services in international tax with New Zealand and gets him invited to panels and conferences as an export on the subject.

It can be difficult to know where to begin, so if you just want to talk through something, have a specific question but not sure who to address it to, fill in the form and we’ll get back to you within two working days.