Every business has the capacity to grow its audience, attract and retain new customers and establish sector leadership, without spending a penny on advertising.
Whatever stage of growth your businesses is at, useful content created by experts can steadily and sustainably move the needle in the following areas:
- Customer satisfaction
- Customer retention
- Contact centre cost reduction
- Demand generation
- Brand awareness
- Brand positioning
- Brand trust
- Organic search performance
- Corporate reputation
- Crisis management
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“They make outsourcing stress free”
“We found their sector expertise and commitment to user experience best practices very valuable. We particularly valued their understanding and application of regulatory and risk considerations. We value them highly, which is why we’ve asked them back multiple times to support our digital team. They make outsourcing stress free.”
Becky Franks, Head of UX & Optimisation, Co-operative Bank
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Essential Content has been producing content that helps businesses thrive since 2015.
Here are some ways we may be able to help your business.
Tone of voice design
Who is it for?
Content and brand leads that care about accessibility, user experience and customer service.
What does it involve?
- Discovery session
- Tone of voice workshop
- Feedback session
- Competitor analysis
- Content review & ‘jargon audit’
- Accessibility audit
- Language prototyping
- Tone of voice documentation
- Style guide
- Implementation manual
- Stakeholder training sessions
- Copy reviews
- Coaching sessions (optional)
- Implementation support (optional)
User experience copywriting and content design
Who is it for?
Brands, businesses and organisations with lots of content to produce and maintain, complex user journeys and compliance obligations.
What does it involve?
In a world full of jargon and complexity, we help brands achieve clarity.
We create useful content that attracts people to your website and influences their behaviour while they’re there.
We pay special attention to the ‘boring but important’ bits, like form fields, error messages and journey flows.
Our main goal is to help your users complete tasks quickly and have a rewarding interaction with your brand.
- Tone of voice design
- Content audit
- Landing pages
- User journey copy
- Error messages
- Microcopy
- Product and service pages
- Terms and conditions
- User self-servicing
Financial services copywriting and content design
Who is it for?
Marketing, brand and UX teams within complex organisations that are regulated by the FCA who want content that changes behaviours.
What does it involve?
We either create, or help you create, exceptional content while simplifying your content processes and equipping your content teams for success. Our financial services copywriting and content strategy experts will guide the process using their deep understanding of FCA regulations and consumer duty to keep processes lean, compliance and risk headaches to an absolute minimum.
Content writing
Who is it for?
Brands and businesses that need to tell their story, share their expertise and attract more customers through organic search.
What does it involve?
Working either as an extension of your in-house team (“on our team, but not on our payroll”, as one client puts it), or as an ‘outside expert’, we research, create and optimise the content that will drive audience growth, organic search traffic, engagement and conversion.
- Articles
- SEO content
- How-to articles
- Help content
- User guides
- Solution pages
- Research and white papers
- Thought leadership
- Blogs
- Resources
- Ghost writing
- LinkedIn posts and articles
Digital public relations
Who is it for?
Organisations and brands who need to build awareness of, trust in, and demand for their products, services and people.
What does it involve?
Using a combination of content strategy, audience insights and media relations, we place your key message squarely in front of the people who need it, establishing expertise and amplifying the reputation of your business.
We analyse and segment your audience to identify the most impactful messaging, platforms, media outlets and opportunities. We then serve them up the content we know they’ll be unable to resist. This content is designed to prime your audience so you can turn them into customers.
- Op-eds to build awareness and visibility of your key people
- Thought leadership to share your expertise
- Features that go deep on your brand values, what makes you different, or your products
- Reactive PR coverage that puts your brand at the centre of trending conversations
- Broadcast opportunities for unparalleled reach and awareness
- Consumer research to give you the edge on leading the conversation
- Insights and data to show the world why you deserve to be sector leaders
- Executive profiles that build trust between your audience and your people
- Advocacy and campaigning content to foster bonds with your customers
- Media relations to keep your brand relevant
Public Relations Starter Pack
Who is it for?
Organisations doing PR for the first time.
What does it involve?
It’s PR for brands that ‘don’t do PR’. We help get you started in your public relations journey. It’s slower and more deliberate, designed for brands and companies taking their first steps. You get everything included in our standard digital PR retainer services, plus:
- Training
- Resources
- Internal communications
- Process design
- Tone of voice guidance
Crisis communications
Who is it for?
Any organisation with a reputation worth protecting.
What does it involve?
- Risk audit
- Regular crisis scenario rehearsals
- Ongoing crisis communication strategy development
- Customer response email templates
- Media briefing and press release templates
- Regulator comms templates
- Stakeholder mapping and engagement
- Regular risk updates and communications analysis
- Social media strategy development
- Media training for key spokespeople
- Full press office management and media relations support
- Full social media management
- Spokespeople media training
- 24/7 year-round telephone support
If you’d like to know more about how we work and how we can help you, let’s talk.