Content Marketing at its Best

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See if you have what it takes.

From its origin as a trendy new way to promote a brand, content marketing has grown into a versatile and easily customizable strategy to reach a highly targeted audience. Businesses and organizations across all industries now utilize content marketing to build brand awareness, thought leadership and lead generation. However, it takes more than publishing a few blog posts or starting a podcast to reap the benefits. Interested in generating new engagement and traffic for your brand with a content marketing strategy? Check out these tips to leverage content marketing at its best. 

Identify Your Target Audience First

Before you can ever hope to reach your target audience with high quality content, you must first get to know them and understand their needs. That means putting research before writing. This allows you to create content that deeply resonates with your target audience and generates traffic and engagement for your business. Start with customer surveys and interviews to learn more about what your audience needs, what they’re talking about and how your product or service can provide the solution. 

As you gather more information about your audience, developing client personas will help you reach them with personalized content. Client personas are models that depict individuals within the larger group of your target audience. Once you understand the demographics, backgrounds, goals and purchase habits of these individuals, you can more efficiently and effectively create valuable content that generates engagement by providing answers to their most pressing questions.

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Focus on Quality Content Marketing, Not Quantity

Writing or producing content without a purpose is one of the most common mistakes with content marketing. It’s often incorrectly assumed that search engines value fresh content above all else, leading to valuable time wasted churning out low quality blog posts. In reality, quality of content is much more important than quantity in the eyes of Google, so focus on the goal you want to accomplish and invest the time and energy in the content needed to help you achieve it. 

Keep in mind that it’s still important to make content marketing efforts worth your time and the goal is to get as much bang for your buck as possible. Just because you have the bandwidth to write an article with Pulitzer Prize potential doesn’t necessarily mean you should. For example, you may have the time to spend countless hours crafting a long and informative whitepaper, but a series of blog posts with carefully curated and targeted keywords could provide the same value in a fraction of the time. 

Repurpose Content Marketing on Social Media and Other Channels

Regardless of your industry, much of the content that you produce for any strategy can be written as evergreen content, creating the opportunity to share that content  with your target audience on social media or email newsletters over and over again. This means that creating one blog, video, podcast or any other piece of content will provide opportunities for multiple related messages over time. With the tidal wave of information being published every day, sharing content just once greatly reduces the number of people you could potentially reach. Single use content also minimized your return on investment creating the content in the first place.

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Even something as simple as a post on Facebook or Twitter can be reposted more than once with slightly different language, and this process can be used with all forms of content. Videos can be trimmed into smaller clips to share over several days or weeks and then again three months later. Podcast interviews can be repurposed into blog posts. Constantly reusing and evolving content is one of the keys to accomplishing your content marketing goals. 

Plan To Assess, Adapt and Grow Your Content Marketing Strategy

Just because you publish and distribute high-quality content doesn’t mean your work is done. Succeeding with content marketing is a trial and error process until you accurately determine what works best for your brand and your target audience. An essential part of the process is consistently analyzing how well your content performed to determine what worked and what didn’t work. 

While it’s possible to measure nearly all components of your content, including too many metrics can make measurement confusing and time consuming. Instead, focus on those that matter to your brand. Let’s say your goal is to increase audience engagement. Conversion rates and other lead generation metrics are unrelated to that goal and can make determining success more difficult. Focus instead on monitoring metrics such as social shares, comments and click-through rates. Based on these analytics, you’ll gain an even better understanding of your audience and how to engage them moving forward. And as your content marketing strategy advances, you can certainly re-assess and redefine your own goals as well.

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Need help creating a content marketing strategy that reaches your audience and accomplishes your goals? As a firm grounded in public relations, we are uniquely and perfectly situated to be the go-to content creator for our clients in legal, retirement living, healthcare, retail, professional services and a range of industries. Contact Ghidotti today to learn more about how we can help you achieve measurable, exceptional results.

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We help one of the world’s best brands increase sales and guest counts through reputation management and content marketing that successfully maximizes paid media efforts.
 

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We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring an Assistant Account Executive! 

Assistant Account Executive Job Description: 

As an Assistant Account Executive, the staff member will assist the team in the execution of client activities and be exposed to all aspects of the basic services offered at the agency.

Main Responsibilities

  • Develop complete, accurate and effective lists using multiple information sources based on the agency’s resources. (Cision, online resources, etc.).
  • Write/prepare pitches, backgrounders, executive communications and various reports (as appropriate by service function) with supervision from the manager.
  • Effectively pitch and place stories for clients, with an emphasis on placement results (particularly local and regional media). (Digital-specific team members excluded).
  • Be adept at engaging in and creating content for digital media campaigns, including social media, paid campaigns (including early stages of copywriting), e-newsletters, etc.
  • Monitor for trends/marketing/story/lead opportunities that are client- or service-related. Keeping a consistent pulse on the industry trends within your client’s base.
  • Support special events such as media tours, receptions, luncheons, trade shows, grand openings, etc. 
  • Participate in group brainstorming sessions.
  • Continue advancing skills for InDesign, Photoshop and/or WordPress, as well as grasping overall design best practices (depending on position/department).
  • Continue advancing skills in agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Maintain relevant Google certifications for AdWords, GDN, Analytics or otherwise, adding at least one additional certification. (Digital team only)
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to careers@ghidotti.com

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position