What is content marketing?
Crafting content that delivers results takes careful consideration
“A marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience - with the objective of driving profitable customer action.” - The Content Marketing Institute
Crafting content that delivers results takes careful consideration. Marketing budgets are tight, and teams are spinning more and more plates to chase short-term goals. Ensuring your content is optimised in line with your customer journey is crucial to maximise your marketing impact.
We collaborate with our partners to develop content marketing strategies that utilise the right methods to deliver the right messages to achieve clearly defined goals.
The Content Marketing Cycle
Building your online presence
When embarking on a content marketing plan, we start by defining the goal. From building brand awareness in new audiences, to finding and nurturing brand evangelists who will shout about you from the rooftops, each piece of content requires a clearly defined goal before entering the execution process.
Performance Measurement
By adopting a test, measure, learn approach to content marketing, we identify opportunities to update old content, double down on what works and test new formats and topics to improve results.
Content Creation and Distribution
We turn content marketing strategies into high-quality, curated content that engage the target audience.
Content Ideation
Once we have agreed on defined goals we work with marketing teams to plan content ideas that will resonate with the target audience.
Content marketing in action
Mini case study: 723% Return on Investment
Our strategy centred on improving international page indexing and developing optimised, evergreen content. This addressed a key issue where job advert pages lost authority once roles were filled. By shifting focus to thought leadership content, we built sustained visibility, resulting in high-performing pages that drive consistent traffic and improved search rankings.
“We know we’re in safe hands with Optix, and I fully trust them to be on our team as we expand the business into new territories. We’re delighted with the additional visibility, traffic and most importantly, results we’re experiencing,” - James Liddiatt, Associate Director, Ascent Professional Services
I feel that you don’t just deliver content and campaigns; you protect the soul of The Story of Emily while building trust, momentum and real connection with our audience. I’m grateful for how proactive, flexible and organised you are, and for the consistently clear communication and reporting, plus the way you spot opportunities early and bring smart, thoughtful recommendations that keep us moving in the right direction.