At Open Communications, we don’t just churn out words and hope they stick. We create the right content, for the right audience, in the right places, and we make sure it does the heavy lifting for your brand.
If you’ve ever wondered exactly what “content marketing” means, why businesses invest in it, and what it could do for you, here’s our straight-talking approach.
What is content marketing?
Think of content marketing as the long game in your communications strategy.
It’s not about shouting “buy now” at anyone who will listen. It’s about building a genuine, lasting relationship with your audience so that when they need what you offer, you’re the first name they think of.
It involves creating and sharing press releases, videos, social posts, podcasts and other materials that:
- Build trust in your brand.
- Show your expertise.
- Keep your audience engaged.
The overarching goal? To encourage action – whether that’s making a purchase, sending an enquiry or simply seeing you as a go-to source for insight and information.
The key thing to remember is this: it’s not about filling space online. It’s to make your audience want to hear from you, while also keeping them coming back for more.
Why does this matter?
Today’s audiences are savvy. They can spot a hard sell from a mile away, and most will scroll right past it. Content marketing works because it focuses on value first and sales second.
That value might come in the form of a blog that answers a question they’ve been Googling, a social post that makes them nod in agreement, or a video that explains something complex in a few simple steps. Sometimes it’s a podcast that offers a fresh perspective from someone they respect.
By consistently sharing helpful, relevant and more importantly, engaging content, you’re doing more than just selling. You’re building credibility, showing you understand your audience’s world, and proving that you have the expertise to help them. Over time, this positions you as a trusted source – and trust is the foundation of every successful customer relationship.
What does it include?
When we work with clients on content marketing, we don’t just start typing. Every piece of content has a clear role in a wider plan.
That means considering elements such as:
- Keywords – so your content gets seen by the right people at the right time.
- Messaging – keeping your key points clear, consistent and memorable.
- Tone of voice – so your brand personality comes through across every channel.
- Call to action (CTA) – guiding your audience on what to do next without being pushy.
- Positioning statements – making it clear where you sit in the market and what sets you apart.
- Talent – sharing insight and experiences from the team through thought leadership articles and comment pieces.
- Evidence of expertise – case studies, statistics, and examples that strengthen your authority.
- Third-party contributions – trusted voices that boost your credibility even further.
It’s a joined-up process. Whether we’re writing thought leadership articles, case studies, or social campaigns, every piece of content reinforces your brand and moves your audience one step closer to you.
Why we offer it
The reason is simple: it works.
A strong content marketing strategy delivers value in a way that a one-off sales pitch can’t. It builds relationships, it gives people reasons to trust you, and it helps them remember your name.
We also know that not every business has the time or headspace to keep content fresh, relevant and effective. That’s where we come in. We work as an extension of your team, getting under the skin of your brand, so every piece feels genuine and on point.
As an agency that specialises in PR, social media and multi-media content, we make sure your message doesn’t live in isolation. Instead, it’s part of an approach, a complementary set of tactics that promotes your business, giving you consistency and impact across every channel.
Why not just write it yourself?
After all, anyone can put pen to paper.
But… producing effective content is about more than just writing well. It’s about knowing what will resonate with your audience, structuring it so it’s easy to read or watch, and optimising it for search without losing its human touch.
It’s also about maintaining consistency across multiple channels and formats, making sure your tone, messaging and quality don’t slip. And crucially, it’s about tracking what’s working and adjusting your plan accordingly – something that doesn’t happen overnight and takes time and a strategic eye.
When you work with professionals, you’re not just outsourcing the writing. You’re bringing in the experience, perspective and know-how to make your content work harder, and freeing yourself up to focus on running your business.
Our approach at Open Comms
Let’s be honest – content marketing can sometimes feel like a lot of noise.
That’s where we come in.
We cut through the jargon and focus on creating content that actually makes a difference for you and your business. For some clients, that’s blog posts that keep them front of mind. For others, it’s social media content that sparks conversation, thought leadership that positions them as experts or multimedia pieces that stop the scroll.
We don’t do “one size fits all”. Every client is different, so every strategy is tailored. But what is the same is that we get to know your business inside and out – your challenges, your goals and your audiences – so we can create content that genuinely connects.
The bottom line
Content marketing isn’t about filling space or ticking boxes. It’s about making meaningful connections, showing off your expertise and building trust over time.
Done well, it can:
- Attract new customers.
- Strengthen relationships with existing ones.
- Position you as a leader in your field.
- Support your wider marketing and PR activity.
- Secure sales.
What’s more, PR and marketing will deliver results you can actually measure, helping your business grow over the long term.
Let’s talk content
If you’re curious about how content marketing could work for your business, we’d love to chat. We’ll put the kettle on (biscuits are on us!) and talk through how we can help you connect with your audience, share your story and deliver results.
At Open Comms, we don’t do air kissing, but we do offer straight talking, creative thinking and a content marketing strategy that works as hard as you do.
Get in touch with us today.