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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Request Your Guide to Ghidotti!

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 for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • 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.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

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?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.