Specialism · Content marketing
Content marketing in the brand’s voice.
Anyone can have copy written in a few clicks. That’s exactly why content that genuinely speaks to your audience wins. We create content that’s right for the brand and works for every location.
When
Time for content marketing if…
- each location writes its own copy, in its own tone
- your website has lots of words but brings in few enquiries
- nobody knows what’s going out next month on which channel
- you write copy without knowing what your customers search for
What we do
From keyword to publication.
- 01
Keyword research
We find out what your audience searches for, nationally and around each location.
- 02
Copywriting
Copy that speaks to readers and ranks well in search engines.
- 03
Content calendar
Who publishes what, when and on which channel, planned ahead.
- 04
Marketing communications
Newsletters, social, flyers and other materials beyond the website.
- 05
Brand guidelines
A consistent tone and clear agreements, so every location presents the same brand.
- 06
Measure
Seeing every month which content works, and adjusting accordingly.
Why franchising is different
Content marketing for the brand and its locations.
For a franchise, content has to do two things at once. The brand has to sound the same everywhere. And every location has to be locally relevant, for customers in its own region.
If you let every location write its own copy, you get different styles and texts that resemble each other. That’s bad for the brand and bad for Google. If head office does everything, the local colour is missing.
We create a foundation from the brand: the tone, the core copy, the calendar. On that we build local content for each location, so it’s recognisable yet unique. The goal is always the same: that readers recognise themselves and take action.
Content formats
Content is more than text.
People often think of content as just text. Text is the best-known form, but there’s much more. Which form fits best depends on your goal and your audience. We decide that together.
- Text: web pages, blogs, newsletters
- Visuals: photos, illustrations and infographics
- Video: short videos for the website and social media
- Overviews: lists, comparisons and charts
Marketing communications
Marketing communications are more than the website.
Marketing communications cover everything a brand puts out to reach and persuade customers. The website is part of that, but far from all of it. Think also of social media, newsletters, ads, flyers, posters and the copy on a promotional card at the location.
The aim is for customers to encounter the same brand everywhere. The same promise, the same tone, the same offer. That builds trust. A customer who sees an offer online and hears something different at the location will drop out.
- Online: website, social media, newsletters and ads
- Offline: flyers, posters, leaflets and materials at the location
- Internal: briefing locations on promotions and campaigns
Part of
Every specialism works for the whole franchise brand.
This specialism is part of Hybrid and On-demand, used for the brand and for every location. Not a franchise, but still have a question? You can also hire us for this on its own.
Within this specialism
Frequently asked questions
About content marketing.
What is content marketing?
An approach in which you create and distribute valuable, relevant content to attract and retain your audience. The end goal is for readers to become customers, without every piece being a sales pitch.
What makes good content?
Good content is relevant, valuable and tailored to what your audience wants to know. It’s clear, honest and sounds like the brand. And it tells the reader what the next step is.
Why do you need a content strategy?
Without a strategy, you publish in isolated bits. A strategy makes sure content ties in with your goals and your audience, and that you publish consistently. For a franchise it also makes sure head office and the locations follow the same line.
How often should you publish new content?
That depends on the type of content, your audience and your sector. Consistency matters, but never at the expense of quality. Better one good blog a month than four half-hearted ones.
What role does SEO play in content marketing?
SEO makes sure your content gets found in search engines. That’s why we start with keyword research. But we always write for the reader first, and only then for Google.
What’s the difference between marketing communications and content marketing?
Content marketing revolves around valuable content that attracts customers, such as blogs and explainers. Marketing communications are broader: everything you put out, including promotions, ads and materials at the location.
A good conversation first, then a plan.
In one hour we discuss where you stand and which opportunities we see. If we are not the right fit, we will tell you.