Content Marketing


Content marketing: Strategy, Content Creation and Amplification

Content Strategy

Using a number of discovery processes, including a facilitated content marketing strategy workshop with client stakeholders, we help you develop a relevant and differentiated strategy that will achieve your desired objectives. The strategy includes content positioning, publishing mission, story ideas, content types, where your content sits in the customer decision making process, persona development, content calendar, key messages, best channels and amplification tactics.

  • Content strategy and tactics
  • Campaign strategy and tactics
  • Inbound strategy and tactics
  • Digital marketing strategy and tactics
  • Social media strategy and tactics
  • Ideation

We can work with your to research and develop your content story ideas that will engage your audience, differentiate your brand and achieve your objectives – mapped against your customer personas as well as the customer decision making journey experience.

Content Creation

We offer a unique brand journalism approach to creating relevant content based on the issues, trends and topical subjects of the day.

At the heart of good content is questioning how legislative changes, social trends like experiential living and new technology impact your clients. In this way you create content that is newsworthy, timely, topical, current and relevant to your customers’ lives here and now.

This also means we can source stories and comment from third party experts. For example, a financial corporate client of ours needed content on the ‘sharing economy’. We were able to source people working in the sharing economy, interview them and publish their stories. We also get comment from independent experts as a way to enrich the value of your content.

"Good content is useful and valuable. It educates, it informs, it inspires and entertains."

We also do creative content, generating compelling ideas and engaging stories on your behalf.

Whether you need press releases, video (including concept and scripts), feature articles, eGuides, blogs, podcasts, white papers, brochures, newsletters and magazines, long form content, educational or technical content, we can help.

Content Syndication & Amplification

The best stories in the world will engage nobody unless they’re published and shared across channels where your audience will discover them. Content today must be discoverable.

Utilising channels such as social media (e.g. Facebook – custom audiences – LinkedIn, Twitter and Instagram), content discovery platforms like Outbrain, publishing products such as native advertising, Adwords, SEO and email, we make sure your content reaches the right audience, in the right place, at the right time.

We use our public relations skills and networks to connect you and your brand with journalists, bloggers and online influencers to generate buzz and excitement for your brand.

Inbound marketing

Iron Road is a HubSpot Agency Partner specialising in digital inbound marketing, which is the process of attracting the attention of prospects, via content creation, before they’re even ready to buy.

The process: 

  • Blogging
  • Landing Pages
  • Email
  • Marketing Automation
  • Analytics

“Inbound marketing is an approach focused on attracting customers through content and interactions that are relevant and helpful — not interruptive. With inbound marketing, potential customers find you through channels like blogs, search engines, and social media — unlike outbound marketing, which fights for their attention. By creating content designed to address the problems and needs of your ideal customers, inbound marketing attracts qualified prospects and builds trust and credibility for your business.” – (HubSpot)

Using compelling eGuides (based on research, interviews and great storytelling), published on landing pages and synchronised with auto response emails, blogs, social media sharing and analytics, we take your customers through the process designed to Attract, Convert, Close and Delight – from strangers to customers to raving fans.

Measure your whole marketing funnel

By using HubSpot integrated, automated digital marketing platform, you'll benefit from the ability to analyse your site’s performance with key website metrics, detailed reports for each of your marketing channels and unparalleled insights into your customer behaviour.