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Content Marketing

The best professional services marketers go beyond selling. That’s where content marketing comes in. Rather than scaring your target audience with the hard sell, we’ll help you educate them – and see your services as their only option. 

With more buying choices than ever, clients are looking for relevant, valuable, authentic and consistent content. We’re a content marketing agency that understands your industry, drawing on years of expertise in your field.

What is content marketing?

The Chartered Institute of Marketing defines content marketing as:

‘The process for creating and distributing relevant material, in any format, to your target audience with the express aim of engaging with the audience to drive a profitable relationship.’ 

Content creation is not about your brand but all about your audience. They need to be front and centre of your content marketing strategy – looking at their pain points, their questions, and what stirs them to act – marking you out as thought leaders in your niche.

Your content marketing strategy in action

Creating the best content marketing campaign takes time, experience and innovation. Crucially, it also takes an understanding of what your target audience of existing and potential clients and their referrers engage with.

This might break down into types of content such as blogs, white papers, webinars, videos, podcasts, FAQs, newsletters, animations, infographics and e-books. Engaging content should educate, interest or entertain your audience – helping to build trust and long-term profitable relationships.

Turning organic traffic into brand evangelists

A consistent approach to creating and distributing valuable content will establish you as a thought leader. Our content marketing experts will help you create relevant content that sets you apart and builds your reputation.

Once your audience becomes your brand advocates, they turn into your most effective marketing tool. They’ll help you share your content, increasing your outreach across a range of channels. As we continue to contend with ever-changing search engine algorithms, we can rely on these communities to improve visibility and conversion rates. And we can only build these communities with high-quality and valuable content.

Additional benefits of content marketing

Not only does content marketing increase loyalty amongst your followers, but it can also help you attract new ones. Search engine optimisation is rooted in useful, authentic, relevant content – and we understand that this comes from your expertise. By working with you to tease out your experience and expertise, we’ll transform your knowledge into engaging design and compelling copywriting. The search rankings will speak for themselves.

Ask us about our full suite of digital marketing services, including:
  • Content Strategy
  • Blogs
  • Animations
  • Podcasts
  • Webinars
  • White Papers
  • Ebooks
  • Email Marketing
  • Videos
  • Testimonials & Reviews
  • Keyword Research
  • Buyer Personas/Avatars



Content marketing is the process of creating and distributing client-focused content. You might share it on your website, such as transactional landing pages, or on social media. You can also use ‘earned media’ channels, such as press releases, to get your content on other publications. Engaging, relevant content will help you reach your business goals, including attracting and retaining clients, as well as building credibility in your referral network.

Content marketing helps to build trust by educating and informing your audience. Consistent marketing efforts will demonstrate thought leadership and industry expertise. From improving website traffic to building communities, content marketing helps you to connect powerfully with your audience.

Content marketing is great because there are so many channels. One piece of content can be repurposed several times, from blogs to podcasts, videos and social media marketing. FAQ pages answer important questions your audience might have. Case studies help to guide your customers along their buying journey without the hard sell. Testimonials can reassure your prospects and referrers – de-risking the buying process. You probably already have lots of existing content that simply needs re-packaging and promoting – which is where we come in.

A buyer persona is a profile of your ideal client. These ‘avatars’ are developed using research and data from your existing clients. There may be more than one buyer persona depending on the services you offer and the industries you serve. As such, you can tailor your online marketing to each persona’s journey and needs.

Content strategists use a range of tools and metrics to track success. For example, you can track conversions based on the goals you set, such as engagement (likes, shares and comments), number of email subscribers, number of downloads, event bookings, enquiries, leads and website visits.

Content marketing is a cost-effective tool to increase brand awareness and lead generation. Great content doesn’t need to be expensive or time-consuming. Done well, it offers long-term benefits, such as improving SEO.  Your business is already full of industry experts – we’ll help you harness this to help generate thought leadership content that sets you apart. Putting the ideas together, producing a content marketing plan and then distributing the content is where we come in. We’ll produce game-changing deliverables to free up time for you and your colleagues to focus on the day job.

Marketing for Professional Services

Cal Partners

The go-to strategic marketing partner for ambitious professional services