To The End specialise in creating and sharing engaging content that results in measurable benefits for our clients. We have a diverse range of specialisms and use these skills to make technically excellent content pieces that look fantastic and work hard for our clients. Our customers count on us to help them stand out in crowded marketplaces and to deliver optimised and profitable content marketing campaigns.
What is Performance Content Marketing All About?
Despite being touted as the latest, greatest new idea by some, content marketing has been around for a very long time, and there are some incredible examples of branded content dating right back into the Victorian era. So if brands have been producing content that delights and engages their customers for at least 175 years, what’s the big deal?
When you get right down to it, almost all advertising and marketing is actually about getting some form of content in front of your customers and provoking some of them to take some form of action.
What has changed in recent years is the massive advancement in technology which has opened up entirely new channels and democratised previously restricted channels that used to require large budgets and massive teams.
The biggest advancement brought about by technology, though, has been in measurement and forecasting, and it is applying that data to your marketing efforts that has enabled performance content marketing to emerge as a discipline. In relation to ‘branded content’, that is content which has an intrinsic value to your customer, it is now possible to demonstrate the commercial impact of producing and sharing this content, and what was previously seen as an unmeasurable branding exercise or vanity project is now able to demonstrate huge value in engaging customers, improving search performance and ultimately selling products and services.
A tangled web
Content marketing is not tied to a single medium or channel. It might involve a print magazine or a YouTube channel or an interactive web tool. It might be an infographic shared via traditional PR channels or a listicle promoted on social bookmarking sites, but it might as easily be a hardback book mailed to a key list of contacts. Because performance content marketing is all about matching the right content to the right audience to deliver the sales, leads or reach that your brand needs to generate.
Far too often you see content produced for its own sake, or because it looks cool. With no strategy and no planning, there will be no realistic chance of success even for technically awesome content projects that look amazing.
Equally often you see companies spending vast sums on promoting poor quality content that won’t engage or inspire the target audience.
We understand what Mr Thomas Cook understood when he pioneered the modern travel agency. When he produced his ‘Travellers Guides’ he put into his customers’ hands the very means to independently visit such exotic destinations as Italy and Liverpool. But he knew that in following this seemingly counter-intuitive strategy, he could ensure that his core business of organising tours would in fact attract many of the readers to book a package in order to benefit from his company’s clearly demonstrable knowledge and expertise.
Cook’s intuition was proved right by experience, but today we have the data and the technology to prove that a well executed content strategy can help your business perform to its fullest potential. Here at To The End we have made performance content marketing the focus of our efforts to help our clients achieve great results through PR, search, email and social.
Don’t just take our word for it
Our clients aren’t the only one’s impressed with what we can do. During the most recent season our work was nominated for a whole host of prestigious awards.
Content Marketing that Delivered for our Clients
Content that performs
Achieving success in content marketing is as much about understanding the psychology of your audience as it is about mastering the tools and techniques of modern marketing. Our staff have a diverse range of backgrounds and the experience and tools necessary to help you create outstanding content projects.
From a single social post to a whole website, our approach seeks to understand as much as we can about what the data tells us will work, and as the project progresses we feed in what we learn to continually optimise and improve.
Done right, content marketing is unique in the way it can cut through people’s natural equanimity towards marketing messages and enthuse and delight customers. To achieve this, though, brands need to understand that their output must genuinely reflect their own values and enthusiasm for the subjects close to their customers’ hearts.
Can We Help Your Content Marketing Perform Better?
Performance content marketing is here, and it’s great. We have all the experience and creativity you need to help you create and share content that will prove its worth. Call us on 020 3036 0733 or fill in the form below to tell us how we can help you.