The Value of Content Marketing in an Ever Changing Environment
Kathryn started by introducing herself and her journey to become the Managing director of Copy House. She went on to give the listeners an overview of Copy House and what makes us unique as a business. Kathryn also explained how Copy House started as a freelance copywriting business that she transformed into a proud team of seven.
Today, Copy House works with some of the largest brands in the world on their content strategies, supporting global companies in educating their customers about emerging technology.
How Has COVID-19 Affected Content Marketing?
“It’s time to move away from COVID topics and focus on the future.” – Kathryn Strachan
Moving on, Kathryn was asked to share her insights about the changes in content marketing in 2020 as a result of the COVID-19 pandemic.
She explained that when the pandemic hit, the content we created for our clients and Copy House’s own site focused on COVID. Because, that was what people needed at the time. Although, in the last couple of months, we’ve moved away from pandemic-related topics to more evergreen content around our niche.
Kathryn stressed that brands must move past the COVID crisis and start creating content around their company’s niche to move them into the future.
Content Marketing Ensures Long-Term ROI
“We’ve produced a lot of material around the value of content marketing for long-term ROI, and one of our clients is a perfect example of just how critical content is to their marketing strategy”
The conversation moved on to why content marketing is a solid investment for brands no matter their focus or scale.
Kathryn explained in her interview how one of Copy House’s clients stopped their various marketing activities when COVID hit. As a result, their site traffic plummeted by almost 90% on every page except their blog, which we had been steadily building up.
The blog maintained almost the same level of engagement as before COVID. Organic search remained consistent and became their strongest source for attracting new visitors, increasing brand awareness, and driving lead generation. Readers spent an average of six minutes on each blog post: a clear indicator that our content resonated with the target audience.
Make SEO More Accessible To Marketers
For the final section of the Rock Star CMO Podcast, Kathryn was asked to name a “rotten egg” in content marketing that she wants to chuck in the rubbish bin. She discussed how companies with smaller budgets sometimes can’t afford expensive SEO tools like SEMrush, which cuts them off from valuable resources. Since SEO is such a critical part of content marketing, Kathryn thinks it should be more accessible to marketers.
Get Start-to-Publish Content Marketing Support with Copy House
At Copy House, we are with you every step of the way in your content marketing journey, from initial Brand & Content Strategy planning to post-publication content dissemination. We provide allround support for our clients to help them get the most out of their content marketing.
Get in touch to arrange a chat with us.