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Relevance & Authority
L ong before it became the latest marketing discipline, the heart of a b2b marketing strategy had always been content marketing. Now it has a name.
Contrary to the popular definition of content strategy, KCA believes it’s not just about getting the right content to the right audience at the right time. Content must also move an audience into action—whether it’s a prospect, customer, journalist, analyst, investor or someone else.
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For KCA, a really good content strategy includes extensive thought and execution behind taking content generated for one marketing channel (e.g. Public Relations) and repurposing it for multiple channels (e.g. Social Media). Not only does it maximize the impact of any single piece of content, it greatly improves the ROI of your content investments. And make no mistake, the cost of generating original content really adds up. But it also pays off.
As a content marketing agency, we use a specialized toolset to carefully research and monitor “conversations” to learn, understand and prioritize the topics your target customers care about. We then take the time to understand your core objectives—brand awareness, brand preference, webshare, thought-leadership, lead generation, sales support and so on.
Once we understand what’s important to both your target customers and you, we translate that into a content strategy driven by an editorial calendar that accommodates all core marketing communications channels.
Although not all-inclusive, here’s a list of some types of content we create:
- White Papers
- Blog Posts/Tweets
- Use Cases
- Customer Stories
- Research Reports
- Speaking Presentations
- Books (eBook + print)
- Video Testimonials