What is content marketing?

Lemon Quarters is a content marketing and events boutique consultancy. We help our clients interact and have conversations with their audience.

We transform those conversations into engaging, informative, and original content. We believe the best content and content marketing should relate to the issues that matter to your audience.

Original, audience centric content helps our clients build real relationships with their customers, establishes brand trust and lets our clients speak with their audience from a position of real authenticity.

Often, we are asked, what exactly is content marketing? What does it mean for our business? Is it not just another thing to add to my to do list and how do I know what good looks like?

Firstly, let's start with what is content marketing?

Well, Mailchimp says it’s a “marketing strategy used to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media.

This approach establishes expertise, promotes brand awareness, and keeps your business top of mind when it’s time to buy what you sell.”

Why do businesses like ours do content marketing?

Noise, there is soooo much noise. You open your emails, and you are bombarded with “look at me, buy my product” messages. You log onto social media and it’s all the same. We are spending more time than ever on the internet and standing out and being heard over the general din of the internet is harder than ever.

So, now it is the time to think about what you can say that is original, authentic and gives you permission to speak with your audience as equals. You are not “sell, sell, sell”.

Of course, well done content marketing is hard. It is time consuming, a slow burn and hard-ish to measure but done well it gives you an excellent seat at the table.

What does good look like?

Let’s look at a couple of examples of what content marketing done well looks like.

We loved this award-winning campaign from Klarna & Puzzle. It really speaks to the audience as equals and shows such a great understanding of what’s important to them. We love the use of technology and simplicity at the heart of the campaign. Of course the metrics aren’t too shabby either. Well done guys!

Another innovative example of content that educates is this campaign from Swedish Red Cross

Of course we’d be remiss if we didn’t include one of our own. We worked with regtech specialist, DueDil on a campaign around the future of fintech. Have a read here about how it went. So maybe now, you are thinking. Mmm I wonder if I can ramp up our content marketing efforts.

Where do I start?

Our first advice is look internally; what content already exists? Can it be repurposed? Be honest with yourself – Is this content really relevant and interesting to your target audience? Or does it just speak about” us and our products / services”? Consider the things that matter to your audience and even more importantly, your audience’s audience. Can you add value to these conversations / topics?

Think about where your audience gathers – Linkedin? Facebook? Somewhere else? Think about your internal capabilities? Do you have the capacity to launch a well-done content marketing campaign? And then of course, speak to us. We are experts at finding out what the issues and topics that will excite your audience, how and where to find them and bring them to you.

Ultimately, content marketing done well gives you permission to speak with your audience with authority. There are few short-cuts. But it takes time, patience and skill but as with most things, it is worth the effort.

If you want further information on any of the points (content creation and getting in front of your customers) within this post – we are happy to chat with you at hello@lemonquarters.com

At Lemon Quarters we help our clients have conversations with the people that matter to them the most.