Content/what we do
We create content based on what we want to achieve. We refine sketches to finished units in selected channels (text, image, film, SoMe units, etc.) and scale the concept to the platforms of our choice. We create a publishing plan, a so-called content calendar, with content, media channels, and goals. We produce, publish, distribute, analyse and optimise.
WHY DO WE CALL IT CONTENT WHEN WE ALREADY HAVE THE SWEDISH WORD ‘INNEHÅLL’? IS THIS NOT THE SAME THING?
THE SHORT ANSWER IS NO.
Content is the most crucial thing in marketing since it is at the core of what is to be communicated. Content is text, graphics, image, sound, moving images, etc., depending on the target group’s perception of what is relevant. The Swedish word ‘innehåll’ is not entirely sufficient here.
HOW ABOUT CONTENT MARKETING, THEN?
IS THIS MARKETING WITH CONTENT?
AGAIN, THE ANSWER IS NO.
Content marketing is a strategic marketing method that focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a target audience. Ultimately it will generate profitable activities.
The purpose is to attract and retain customers by consistently creating and gathering relevant and valuable content. It is an ongoing process that is best integrated into the overall marketing strategy.
FOUR PRINCIPLES DEFINE CONTENT MARKETING
DEFINITION FROM THE INDUSTRY ASSOCIATION SWEDISH CONTENT AGENCIES:
”Content marketing is communication and marketing where the sender creates and distributes editorial content perceived as interesting and relevant by the target group. By offering content that the recipient values, the sender can build their brand and initiate or strengthen relationships.”
What we say:
”Content marketing is commercial information in an editorial form that also generates some action. Otherwise, it is ”only” content.”