While our clients work across an expanse of sectors, our work with every one of them starts in exactly the same way: we ask a question.
“Do you have a content marketing strategy?”
Whether you’re with or without a documented strategy, we’ll guide you through our Methodology, a proven framework that’ll shape and define your ongoing, content-fuelled endeavours, to ensure you’re getting serious bang for your content marketing buck.
This is how we do strategy.
We benchmark against metrics that actually mean something
What’s in a click? And how much is a website visitor or Twitter follower worth to your business?
Our expert team of strategists capture data that aligns with your overarching business objectives.
We develop amplification strategies with a focus on quality, not quantity
Which would you rather? One million vaguely interested and relatively irrelevant website visitors or 100,000 impassioned prospects who’re banging down your doors desperate to do business with you?
We pinpoint the most effective platforms and channels to reach both existing customers. and those who soon will be.
We marry content to your business’s key revenue drivers
Whether it’s your annual convention, training programs, seminars or product sales, we identify product-specific marketing objectives at the outset to ensure that every piece of content is supporting your business’s main money makers.
And finally, we iterate. And then some
The term ‘set and forget’ isn’t in our vocabulary. All of our content is scrutinised on a regular basis – a process which garners refreshing insights that we then use to improve the quality and effectiveness of our work. As you can imagine, 18 years’ worth of intense iteration has evolved our business into one finely tuned content marketing machine.
We create content with clout. How? Our team of content experts match a deep understanding of their audiences with clearly defined and measurable objectives to craft pieces that inspire action. From websites to social media and video to print magazines, we help our clients reach their big business goals with expertly crafted content.
Sound interesting? Read on.
Our content is of the highest calibre – we guarantee it
You know by now that consumers have changed. Your potential customers have grown tired of the one way conversation of traditional advertising. Audiences are now looking for informative, helpful content that solves a problem or is useful in other ways. So ask yourself: is your content providing solutions?
It’s tied to business objectives
While entertaining content for its own sake can be lots of fun, your business content needs to do more than just provide a cheap thrill on your social media channels. Your business objectives should drive your content strategies, so that every piece of created content is tailored to achieve specific and measurable outcomes.
It’s also bold
With language that packs a punch and calls audiences to action.
And well researched
We delight in what others may consider boring. We get a kick out of technical expertise. We are masters of making the complex simple. These are our points of difference and our greatest passion. Professional indemnity insurance, high-intensity interval training, CAPEX growth and mortgage affordability, road maintenance assessment technology, recruitment, workplace diversity and inclusivity – you can’t craft compelling content about technical topics of this calibre without first engaging true experts in their fields. The Mahlab content creators are journalism led, curious with deep knowledge and expertise to burn.
And finally, it’s thought provoking
You know that sense of wonder felt immediately after finishing a piece of genuinely enthralling content? That’s what gets us out of bed in the morning. And it’s what wins us awards, too.
Our design works. Both our clients and awards can attest to that. But exactly how does our team do its thing?
Unlike most content agencies out there, our design process is managed and executed in-house. Highly stylised photoshoots, concept development, art direction: to our designers, these always-complicated and intricate processes are simply part and parcel of their everyday.
We work on the premise that a piece of content must be both intelligent and beautiful.
Why? Here’s why.
Because you only get one chance to make a first impression
While our creatives get a serious kick out of crafting beautiful content, they live for intelligent design. Their aim: to create a first impression that’s at once striking in its utility, and aspirational in its consumption.
Because beauty is in the eye of the beholder
What’s beautiful to an osteopath is likely of little consequence to an engineer or to a fitness professional. So, long before a single stroke is swiped across their screens, our design experts delve deeply into the worlds of their viewers, readers and listeners, scouring their sectors for inspiration.
Because beauty is nothing without context
Our designers ensure each piece of content fits flawlessly within their audience’s specific context. Because knowing precisely how and where they consume information is just as important as understanding what they’re consuming.
Don’t think context is important? Consider this…
Remember the days when desktop was the bee’s knees? There were just two worlds in which a customer could interact with your brand: the ‘at home’ world and the ‘at work’ world. But thanks to mobile technology, there’s now the ‘at the cafe’ world, the ‘waiting for my connecting flight’ world…
Put short, context is crucial.
Because when it comes to B2B, functionality trumps form
“I love to pinch and zoom web pages on my smartphone”, said no one, ever.
Your customers are in a real hurry and, more importantly, they don’t give two hoots about frills, bells and whistles. They’re not visiting your website or opening your enewsletter to casually peruse your content. Instead, they’re getting right down to brass tacks, purposefully (and very quickly) seeking out the information they need from you. If that information is too difficult to find, they’ll simply go elsewhere.
User experience: it’s in our DNA. Whether you’re talking to health experts, financial advisers or HR professionals, our design team will create an exemplary usability experience tailored especially to your customers.
Our dedicated team of advertising experts work hard to maximise the commercial opportunities offered by our clients’ various platforms and channels. With a range of content that speaks to a broad spectrum of audiences, we’re in a strong position to attract quality advertisers with budgets that will improve the quality of your content offering.
Native, sponsored and advertorials, oh my!
Keeping up with advertising’s ever-changing landscape is no mean feat. If you’re struggling to differentiate native advertising from sponsored content and advertorials, don’t worry, you’re not alone. We’ll not only guide you through the content maze, we’ll create one-off pieces of native and sponsored content, and advise you on where and when you should place them for maximum return for advertisers with minimum impact on the reader experience.