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Contact UsSarah Main - Content Marketing Consultant at NORTH
Working as a Content Marketing Consultant in an SEO agency like NORTH, my day to day is typically consumed by content marketing strategies and digital PR projects, but it’s important to consider the wider picture for the brand, and not get too swept up in my niche.
As well as content marketing and PR, keeping a close eye on all marketing activity ensures a streamlined approach; considering channels such as social media, affiliates, email and SMS marketing, PPC, display advertising, and even the likes of print materials, direct mail exercises and in-store experiences.
Taking a step back and looking at a client from a wider, multichannel marketing perspective is the best way to make the most of the client’s available budget, reach wider audiences and improve visibility as a whole.
A recent, very simple example of this in practice was for our hardware client, Plank Hardware. We’d been working on improving search visibility for the highly competitive term ‘handles’, and through digital PR and SEO activity, we were able to get them onto page 1 of the SERPs (in fact, position #1) very quickly. You can read more about how we achieved this here.
It was at this point, we took a step back from celebrating our achievement, and advised the Plank Hardware team that because their visibility for ‘handles’ had increased massively, they may wish to cut back on their PPC spend for this term. As they were already ranking position #1 for ‘handles’ organically, bidding on this keyword in their PPC campaigns could mean they were paying for traffic that they didn’t actually need to!
The key takeaway?
Keeping an eye on instances such as this may seem small, but can have a significant impact on, particularly small brands’, marketing budgets.
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