What Is Content Marketing?
The definition of content marketing is the strategic marketing approach of defining a target audience, understanding their needs and environment, and then creating and distributing valuable, relevant and consistent content to engage that audience along their user journey.
As the CMI Content Marketing Agency of the Year in 2013 and 2017, Pace has demonstrated that we have content marketing at our core. We put your brand’s audience first—every time. By tapping into the science of audience-first listening and storyline planning, we discover opportunities to understand and engage with your ever-evolving marketing landscape, and we develop omnichannel content and user experiences that drive your audience to action.
Pace works diligently to create original and curated print, digital, video and social media content that is audited and mapped for efficiency and relevance in order to share with audiences through storytelling. We determine the placement of content so it can live, grow and be shared across multiple platforms and initiatives.
By incorporating personalization and localization on digital platforms, we can also better connect with your audience in context—to increase acquisition and retention and work together to test, learn and optimize content for the best ROI and engagement results.
How We Approach Content Curation and Develop Your Content Marketing Strategy
If your brand is new to content marketing, we will begin by partnering with you to build an integrated campaign that addresses your content marketing needs through strategy and a road map of phases of work, each providing a different value to the overall project.
By gathering information from internal and external audiences, we develop a project brief using our own research in order to establish the playing field for your project.
Using existing data (both qualitative and quantitative), we turn consumer insights and research into valuable learnings and implications. We evaluate your audience and determine what information they currently have to work with and plan to fill any gaps.
We develop our playbook for content creation, delivery and maintenance—and a measurement framework—ensuring that the plan is solid, that everyone’s on the same page and that the editorial and art teams are set up for success.
We make sure our team is using the tactics in the playbook, aligning with the overall strategy in the near term and planning how to maintain that direction for the long haul.
We make sure our content is delivering against KPIs and/or critical business outcomes, and we adjust and reevaluate as needed.