Learn our formula for building brand relationships that last.
We build our business—and yours—on the philosophy of good relationships: starting with connection, rooted in meaning, and lasting through loyalty.
In content marketing, juicy metrics begin with an abstraction.
Decision-making is based on a complex mélange of rational thinking, impulsivity, good intentions, and outright desire. We use a blend of data-centric strategy and on-point emotional resonance to identify that first hook, and then carefully foster relationships each step of the way, to create affinity: emotionally-rooted loyalty.
: a feeling of closeness and understanding that someone has for [something or someone else] because of their similar qualities, ideas, or interests.
noun af·fin·i·ty \ə-ˈfi-nə-tē\
The glimpse of a headline that speaks to them, or a video that finally reveals exactly how to do [xyz]. The “affinity trigger” is different for every brand, though there is a formula behind the madness. This is our first point of focus in the creative process.
Good content is like a good conversation.
It makes space for give and take, it’s open to honest assessments and even blunt language, when needed.
The difference between a good friend and someone you’ve spent time with before. Not just quality, but empowerment. How does your brand help this person become the best version of themselves? This is the question we answer over and over again, in subtly different ways.
Though both brands and customers take many forms, the motivators behind action and engagement are rooted in the same drivers.
We have our own formula for affinity building.
Scalability is a word that gets thrown around a lot in marketing.
And for good reason. Strategy is important for so many reasons—truly critical—because it creates a map for the present and the future. It tells us where we’re going, how we’re doing it, and why. It keeps us honest, and helps you get the most out of every endeavor.
We admit it—this is our favorite part. Once we’ve identified those gold nuggets of wisdom that reveal who your brand is at the core, we can begin letting the ideas flow. This is the “how”, so to speak.
Creation is the pure grit portion of the process—and by the nature of content, it’s an ongoing one. Approvals will be sent your way when needed. Otherwise, the heavy lifting is up to us.
That human connection is well, for the humans. So we back it up with solid analytics-based SEO (on page and off) and also work to initiate influencer relationships through link building.
Paid serves as a solid buffer for earned media. Especially for new companies or new products, a few well-placed native advertisements can go a long way, and we aren’t afraid to use them.
Referring back to strategy, what channels have we chosen, in what time frame, and why? This might be referred to as Media in some worlds. Vernacular aside, this is when we push out the work and get a read on metrics.
Like the proper swing of a bat, part of cracking the ball is good form and consistent follow through. We work to foster opportunities and follow up with leads to begin building not just brand awareness, but brand relationships.
Analytics are the holy grail of content marketing. We’ll refer back again to our strategy and the goals behind it to define and analyze success metrics throughout the process.