far from avocados – what is content marketing?

FAR FROM AVOCADOS ON…

CONTENT MARKETING

SO… CONTENT, EH?

FAR FROM AVOCADOS – CONTENT MARKETING

At its broadest level? Anything an audience can consume online

Editorial, blogs, videos, images, memes, posts, tweets, snaps, emails – including, but not limited to, social media

Content marketing is a strategic effort to use these assets in order to change minds, perceptions and behaviours

As an industry, it involves everything from content strategy, to design and execution, and on to distribution, measurement and audience analysis

WHAT IS IT?


Dedicated platform with ‘always-on’ content, distributed via push/pull methods

Strategic, campaign-based educational series

White papers

Video series

User-generated content

Digital experiences – such as VR, AR, 360 video

HOW IT CAN LOOK

It provides real and lasting value to audiences – whether B2B, B2C or corporate – allowing you to solve real-life problems for them

It offers genuine cut-through amid social feeds traditionally filled with low-value ‘engagement’ content

It’s cost-effective, particularly at higher scales

Written content provides huge SEO advantages, via fresh, constantly updated and original content

THE ADVANTAGES


If it’s done badly, it can do more harm than good

Producing the content is only half the battle – optimisation and distribution are the tricky aspects

High-volume approaches are the most cost-effective, but also require a large amount of maintenance

Brand messaging requires a degree of subtlety

Not everyone is born to write headlines!

THE DISADVANTAGES


Ensure every piece of content provides value to your audience

This can be entertaining, informative, or both

Don’t ram the brand down people’s throats – reel them in

Write headlines that surprise people, ones that can’t not be clicked

Use the data at your disposal to ensure you’re hitting the people who matter on the digital platforms where they live

HOW TO DO IT RIGHT


WHO ARE WE

Founded by Aidan Coughlan and Amy Cannon, with a combined 20 years’ experience in journalism, marketing, publishing and digital media

Led by Aidan – former Group Editor with the Lovin Group, Head of Digital with Newstalk, social media lead with Simply Zesty and Irish Independent production editor

Clients on-boarded to date include Havas Dublin, Ogilvy Group, Balls Media, Jobbio and Yogism/Tang Food

WE ARE FAR FROM AVOCADOS


OUR CONTENT MISSION

WE CREATE CONTENT WITH A PUBLISHER’S MINDSET. WE PROVIDE VALUE, CHANGE MINDS, INFLUENCE DECISION MAKERS – AND GET IT ALL IN FRONT OF THE AUDIENCE


WHAT WE DO

Content retainers

Content campaigns

White papers

Organic and paid distribution management

Video production

Wordpress development

Publishing consultancy

SERVICES


HOW WE DO IT

Content planning

‣ Working out who your audience is – and what they want from you

Execution

‣ We work out how we will allocate resources to make production sustainable

Distribution

‣ We work out how to get our content to the people we want to target

Measurement and optimisation

‣ We work out what success looks like – and how we use data to improve performance over time

THE PROCESS


Name Maria Tony Ana

Role CTO Procurement manager Head of Digital

User need

Acquisition of development expertise

via white label products

Cost-effective methods of tech

rollout, reassurance

Expertise/reassurance in advance of

company’s app rollout

Relevant digital touchpoints

1. LinkedIn 2. Search 3. Email

1. Search 2. Video 3. Email

1. LinkedIn 2. Facebook 3. Search

We break audiences into personas, assessed based on what they want – and where they spend their time

AUDIENCE ANALYSIS


Time-sensitiveEvergreen

Functional

Entertaining

‣ Watch Out, Commuters – The Traffic On The M50 Right Now Is Insane

‣ Use This Life Hack And You’ll Never Lose The End Of A Piece Of Sellotape Again

‣ 13 Players You’ll Remember If You Were A Rugby Fan In The 1990s

‣ You’ll Never Believe What Justin Bieber Just Posted On Instagram

We assess audience needs based on the below matrix – these examples illustrate the types of content allocated to each quadrant

CONTENT LAYOUT


Champion content Everyday content Bite-sized content

White papers On-site articles Social media posts

Videos / podcasts Short instructional videos‘Memes’ or picture

messages

Deep-dive case studies Infographics Link shares

Content formats are broken down into three primary categories – long-, medium- and short-form content, with relevant executions

FORMAT BREAKDOWN


FORMAT BREAKDOWN

Next, we assess how resources will be allocated per format category, and what the output will look like as a result, to maximise efficiency

Medium-formLong-formShort-form

SAMPLE BREAKDOWNS

RESOURCE ALLOCATION OUTPUT BREAKDOWN


DISTRIBUTION

Email Facebook

Twitter LinkedIn

Social advertising Influencer marketing

Direct traffic Search traffic

Search advertising Guest writers

PUSH

PULL

ORGANIC PAID

Based on the digital touchpoints of our selected audience, we assess how best to distribute the content


We use Google Sheets add-ons to produce customised reporting mechanisms – allowing us to easily see where we are versus our targets

MEASUREMENT


WHAT MAKES US DIFFERENT?

We approach everything from a publisher’s perspective – which means putting the audience first, and always creating value

We use tried and tested methods – from strategy to execution, and distribution to measurement

We create content that will resonate with your audience in the long run, and will bring about a lasting change in mindset

We are highly data-driven, but we don’t get lost in numbers; we carefully select the right KPIs so we can separate the signal from the noise


CONTACT US!

Email Aidan Coughlan

‣ [email protected]

Call Aidan Coughlan

‣ +353877581239

Visit farfromavocados.com

GOT FOLLOW-UP QUESTIONS?


mailto:[email protected]

http://farfromavocados.com

far from avocados – what is content marketing?

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