Content & marketing Communications Services
Elevate your marketing with bespoke content.
We make the most of the opportunities that content creates to speak directly to customers, and share that content through the channels your audience engage with using a targeted communications strategy.
Our content team will generate tailored content that aligns with your brand’s key messaging and tone of voice to build authority, demonstrate regular online activity, and create conversations.
Our multi-media approach, whether through the written word or moving image, ensures that your business can derive maximum value from every piece of content created, and re-share it in a variety of forms. We get it right because we know how to avoid common pitfalls and work collaboratively with you to understand what makes your customers tick.
Market research and insight heavily informs the marketing communications and content services that we offer - we keep your audience firmly in mind and curate content that resonates with them.
“What helps people, helps business.”
Leo Burnett
How we can help
A plain speaking collaborative approach.
Our content and communications services can be adapted to suit your business’s specific marketing requirements. You may be looking for specific branded content to support an event or campaign, such as a professional video or well-researched article, or a more sustained content and communications plan to save you the headache of managing this yourself.
Effective content is simply about sharing information in a form that imparts value to the people interacting with it. Both the one-off and retainer services we offer are suitable for an array of businesses, from a start-up needing the right foundations to build credibility, to an established market leader looking to outsource specialist work or supplement the efforts of an internal marketing department.
Alternatively, you may feel that you want some marketing communications training in order to output your own marketing content and communications effectively.
We support clients with varying needs and differing levels of content generating expertise. Our plain speaking, collaborative, can-do approach makes us easy to work with, as together we develop bespoke solutions right for you and your organisation.
We work with you to understand who your customers are, what it is you need to communicate, and the optimal channels for reaching the people that matter most to your business. Our Content and Communications team draw from a variety of disciplines in order to produce marketing copy that resonates with your audience.
Content marketing is more important than ever, as customers increasingly expect a tailor-made experience that is relevant to them and offers a solution befitting of their behaviours and preferences. With a firm grounding of customer insight, our team identify the key messaging that your audience needs to know, and speak to them in language that engages and inspires them to take action.
Contact us today to discuss your marketing communications needs.
Content Strategy
Work with our experts.
Mapping out a content strategy may seem like a daunting process as there are so many different components to consider.
Our content strategy service helps to evolve and refine your content to ensure that you are seeing the best return on your efforts. As part of our service, we will work with you to guarantee brand consistency and produce the best quality output.
During this process, we will establish your values which are at the core of your brand and eventually shape your tone of voice based on insight. Using your values and an appropriate tone of voice helps to define your content and provide a steer on generation to establish your output as being consistent and of a higher quality.
Our team of professionals have years of experience with delivering content strategies and will work with you to understand your brand inside out.
“Content marketing is a commitment, not a campaign.”
Jon Buscall
Copywriting Services
Crafting content that saves you time.
Writing content that is targeted to your specific audience and optimised for search engines can be a struggle, particularly for smaller businesses or individuals who are not used to writing large quantities of text.
From well researched blog articles demonstrating your business’s industry expertise, to specific copy requirements for advertisements, our team of content experts offer versatile solutions for both digital and print mediums.
Our experience in copywriting for digital platforms means that we understand the balance between writing for people and for search engines - as a full service marketing agency, our team has a grounding in search engine optimisation (SEO) that guides the content that we write.
Meanwhile, our content and design teams work closely to ensure that copy written for print is created with the placement and format in mind at all times. Headings, through to calls to action and footer content are meticulously examined from the perspective of the reader and buyer personas to ensure they are clear, engaging, and targeted.
Contact Mackman today and let’s get started on your marketing communications project.
For an initial informal discussion with a senior member of our team either complete the contact form or call us on 01787 388 038. We would be interested to discuss your requirements in more depth and how best to move forward.
Social media management
Updating and monitoring your social media platforms.
Social media is an ever-growing avenue for businesses to promote themselves and engage with customers. Many businesses do not utilise social media to its full marketing potential, particularly in the B2B market, where speaking directly to service or product users can prove to be more of a challenge.
However, from LinkedIn to Instagram, there are particular strengths to each channel, and varying audience groups can be found using different platforms and apps.
Social media is a free tool that can drive traffic to your website, but often takes up valuable time when posts are not planned in advance and written with a specific purpose in mind. Posting on social media allows you to share content from your website more widely, and forms a key part of the content redistribution process. By planning in a range of posts, from video content to infographics, blog posts to testimonials, the chances of customer engagement with your content increases exponentially.
Following careful customer and competitor analysis, we provide advice on the optimal channels to reach your particular audience groups, ensuring that you are in the right places without spreading your marketing resources too thinly. Our team will adopt the tone of your brand to ensure consistency of communication throughout your social media pages.
Using industry leading social media scheduling tools, we create posts on your platforms of choice as part of a cohesive digital marketing strategy to boost engagement and encourage click-throughs to your website. We then produce reports that demonstrate the value generated by social media posts using analytics data and engagement statistics, all presented in an intuitive format.
DR GEMMA MACKMAN
Research Director
“The best marketing doesn’t feel like marketing.”
Tom Fishburne
JESS CRAGO
Insight Junior
Content Audits
Shaping your content for the future.
Content audits provide guidance and mark a starting point when developing your communications. In short, they allow you to understand areas where your content excels and falls short.
At Mackman, we provide content audits that examine your website and social media content to steer the direction for your future output. These feed into competitor research to provide you with a well-rounded view and a sense of direction for your content.
Having a second pair of eyes looking over your copy can be incredibly useful for picking up on mistakes, improvements, or professional touches to map out a direction for your strategy when moving forwards. As well as offering a holistic view of your copy, content audits provide you with insight by deep diving into your messaging, content quality and consistency.
As part of the content audit process, we examine other areas of your marketing including the effectiveness of your branding, the ease of navigation and the use of visuals. All the while, this insightful information can be useful for our design and technical teams on larger-scale projects.
Our team of professionals will work with you to explain in plain-speaking terms how well your content fulfils its purpose, whether that’s on your website, social media or other marketing collateral.
Video Services
Showcasing your brand through the moving image.
Video content is growing in popularity due to its dynamic nature and its versatility throughout marketing.
Slideshow style videos can convey useful information in a visually engaging format, while footage of people can provide a more tangible sense of the individuals and the ethos behind a business.
These videos can be branded in order to communicate the essence of your business in a clip. The possibilities of video are endless, yet a common misconception about video content is that creating it necessitates a Hollywood-style production that requires a large investment for a single product.
However, although these styles of corporate videos can generate fantastic results, it has also never been more straightforward to produce high-quality videos using just a smartphone.
As part of our content services, we can plan, storyboard, film, and output your video, or alternatively provide training for your in-house team to create these videos themselves.
The aims of your video may dictate your budget, and our team of professionals can talk you through your options to understand what you are looking to achieve and how to do this effectively. Storytelling is a key part of any content generation, whether written or visual, so we will work with you to pinpoint the key aims of the video content you want to create, whether it is for a long-form video or smaller snippets for social media.
PAUL MACKMAN
Managing Director -
FCIM Chartered Marketer
“Social media allows big companies to act small again.”
Jay Baer
Digital Advertising
Creating campaigns that reach your audiences.
Digital advertising is an option on virtually all social media platforms and search engines, and can provide a cost-effective means of promoting messages to customers in the places that they engage with regularly.
However, setting up and managing these campaigns to generate maximum results, along with the visual requirements to present the information, can be challenging to coordinate.
At Mackman, we can plan and implement social media or search engine advertising for you, running these campaigns over an agreed period of time while constantly reviewing, testing, and tweaking them for maximum results.
To boost your business’s chances of appearing in searches for certain key terms, pay per click advertising (PPC) is just one of the services we offer. For pay per click advertising, you are only charged when a user clicks on your advert - therefore, providing the optimal keywords have been selected for your advert, this is a budget-friendly option for generating leads.
We understand that many business owners and marketing departments can be time poor, and are unable to dedicate time and effort to staying up to date with developments on platforms such as Google Ads. This could mean that you are missing key opportunities to grow your business through this digital form of advertising.
Our digital and content teams work closely to establish your relevant keywords, write engaging advert copy, and monitor the results of these adverts to continually improve. In addition, we offer social media advertising campaigns on platforms such as Facebook, LinkedIn, Instagram, and Twitter.
Social media advertising is particularly suitable if your business wants to reach a new, targeted audience quickly. This can also supplement organic reach, or offer a quick boost to particular landing pages with aims such as recruitment and email sign-ups.
We examine where your organic content is performing well and striking a chord with your audience, create on-brand graphics to catch the reader’s eye, and set up all elements of the campaign to reach the key groups you are looking to engage with.
Content training
Learn to create and curate your own content.
At Mackman, we are lucky to have several trained teachers as part of our team. Their experience allows us to provide marketing communications training to clients in several areas, including content generation, video production, and social media.
By attending one of our training sessions, you will be given the tools for content success, including how to consider your audience every step of the way, the technical knowledge necessary to create written content in formats such as blog posts, and the reassurance that we are available to contact should you need further support.
We have invested in our outdoor space to allow us to offer training in a Covid-safe environment, giving clients a training space that is professional yet relaxed.
Our training courses are pitched at several different levels depending on your level of confidence and previous experience. For those who are just starting out, we offer beginner-level workshops, whereas those who have a marketing background may find our more advanced sessions beneficial.
Our plain speaking approach and up-to-date knowledge of the content marketing landscape ensures that we provide advice that is digestible, with materials to take away and refer to after you leave.
BRUCE BURGOYNE
Creative Director
How We Work
We specialise in content writing and marketing communications that reliably reinforce your brand messaging, apply search engine optimisation (SEO) techniques, and resonate with your target audiences.
We are highly approachable, and will work with you to make sure that you understand what we have done and why we have done it. At Mackman, we do not use jargon - we ensure that your marketing is not shrouded in mystery, but rather provide you with honest, practical expertise.
Our tried and tested approach avoids the subjective, ensuring that we can be relied upon to consistently deliver outstanding solutions that are on time and to budget. This includes delivering collaborative workshops and spending quality sessions with key stakeholders.
We take the time to see your brand from multiple perspectives such as your intended and perceived brand personalities, and a broader market view of where you sit against your competitors.
Our insight team explore new opportunities to develop products or services to better fulfil customer needs. Creative design specialists provide visually inspiring work, including web design, tailored to your organisation and brand.
Our approach to marketing communications is achieved using an eight step process:
- Objective setting
- Segmentation and definition of target audiences
- Customer journey mapping
- Brand messaging
- Channel identification
- Prioritising market segments and key marketing personas
- Planning
- Measurement and review
Because we are a full service agency we understand the multifaceted needs of brands and those responsible for them. The thoroughness of our approach sets us apart from our competitors.
Why Mackman
Mackman is a full service brand development, branding and marketing agency based in the vibrant market town of Sudbury on the Essex Suffolk border. We work with ambitious organisations of all sizes, across many sectors, with our driven team of marketing specialists who are dedicated to developing growing brands. Clients tell us that they value our ability as a partner to use marketing to solve business challenges.
Our unifying strap-line is ‘together we grow’ which speaks about the relationships that we have with our clients, suppliers and colleagues. We focus our marketing across six core marketing pillars; marketing insight, brand development, marketing consultancy, communications & content marketing, website development, training and knowledge sharing.
