Thinkpieces

Sharper insights make better content

Content marketing is a powerful tool that attracts customers and turns them into loyal fans of your brand. Get it right and people will look forward to your next piece of interesting and relevant content. And guess who’ll spring to mind when they’re in the market for your product or service?

We've created the thinkpieces, whitepapers, ebooks and more that give our clients stimulating content to add real value to their campaigns and websites.

Make it good

Brands in every industry are using content marketing – it seems that every other website you visit has an ebook or a thinkpiece to offer. Your content needs to be captivating to stand out.

Before writing a single word, we can help you develop a strategy to win leads and generate sales. Blogs, articles, reports, thinkpieces, whitepapers, insight pieces, ebooks… we’ll help you decide what’s right for you and your audience.

Steps to creating killer content

The better the brief the better the insight the better the results. If you want to create an asset that's talked about or shared, it needs to be genuinely thought provoking. These are some of the steps we use to make sure your piece packs a punch:

Have a clear purpose

If you can answer a specific question or give expert advice in a niche area, people will find your content useful. We’ll help you focus the story and avoid going off on a tangent.

Start and end well

Create a strong executive introduction – for most readers, it’s essential to give an overview of the bigger piece. And include a call to action or some way of following up to finish off. While the content should be informative, not salesy, it should still work towards sales or leads.

Use real research

Even we can’t turn average thinking into gold. You need good research to make an impact – facts and figures give your content authority. They’re useful visual elements too. Design and copy are intertwined, and designers always appreciate any elements that we can pull out.

Structure the argument

Once we’ve defined the topic and gathered the research, it’s time to get planning. We’ll provide an outline so we can rearrange the content before committing too much time. Planning ahead, using proven copywriting structures, will make sure the finished piece flows well.

Sweat that asset

Creating a piece of content is just the start. Will you promote it by email? Are you creating an ad campaign? We’ll help you make the most of your investment by creating joined-up support materials.