Content marketing is a multi-purpose tactic to incorporate in your digital marketing strategy. You can use content marketing at every step of the customer journey. Through content marketing, you can create brand awareness, interact with your audience and build a relationship with them, educate them about your service to encourage them to purchase, and even retain them as loyal customers and brand advocates. Many local businesses in Bangor struggle with content marketing, especially when beginning independently.

We love to empower our local business community with the knowledge to manage their content strategy or at least know enough to discuss it comfortably with a third party. In this article, we tackle setting a content marketing plan and choosing the right content marketing agency for your business if you outsource your content marketing.

Are You Looking for ‘Content Marketing Bangor’?

As a leading content marketing agency based in Northern Ireland, we are proud to say that our expertise transcends borders and industries. Our diverse portfolio demonstrates our ability to create content that truly resonates with global audiences.

From compelling videos to engaging website content, our team understands the nuances of what makes content stand out. We recognise that each audience is unique, and we specialise in crafting messages that speak directly to your target demographic. Our experience has shown us that the right content can reach an audience and leave a lasting impact.

Whether you want to elevate your brand presence, engage more deeply with your customers, or expand your reach to new markets, we are here to help. Let us partner with you to create content that resonates with your audiences and amplifies your message worldwide. We look forward to exploring how we can collaborate to achieve your content marketing goals!

Why Choose Us for Content Marketing Services in Bangor?

When selecting a partner for your content marketing needs, our agency stands out for several compelling reasons. We have a proven track record of achieving remarkable success in digital content, particularly in growing online audiences and enhancing brand visibility.

Popular YouTube channels

Our team has successfully grown three in-house brand YouTube channels, each surpassing the 100,000 subscriber milestone. This achievement is a testament to our ability to craft engaging content that resonates with diverse audiences, driving views and building a loyal following.

SEO Dominance

We have consistently dominated search results in search engine optimisation (SEO). Our strategy combines cutting-edge techniques and an in-depth understanding of SEO trends to ensure your content reaches its target audience and maintains a lasting impact.

Viral Content

Moreover, we specialise in creating video content that captures the audience’s attention, with several of our projects going viral. This success in virality speaks to our creative expertise and understanding of what it takes to make content stand out in a crowded digital space.

Most importantly, we possess all the in-house skills necessary to bring your vision to life. From conceptualisation to execution, our team works closely with you to ensure that every piece of content aligns with your brand’s message and goals, guaranteeing that your content marketing meets and exceeds expectations. Choose us to elevate your content marketing strategy and watch your brand reach new heights.

“The integration of AI with traditional content marketing has revolutionised how we serve our Bangor clients,” explains Ciaran Connolly, Director of ProfileTree. “We’re not just creating content – we’re building intelligent digital ecosystems that adapt and optimise themselves for maximum business impact.”

Bangor Content Marketing Services

We offer an incredible range of content marketing services, allowing you to reach your audience how you want. Here are some content services we can offer;

• Copywriting
• SEO
• Website Content
• Video Content
• Content Auditing
• Content Strategy

Are you interested in the final results of our content marketing in Bangor? If so, check out some previous videos we created for our internal brand, ConnollyCove.

How to Set Up a Content Marketing Plan

Setting up your content strategy shouldn’t be that intimidating. Whether you decide to set up your content strategy or have an agency set it up for you, it’s essential to know how a content strategy is set up.

Step #1: Write Down Your Goals

While it’s not easy to set goals when you still haven’t tested the waters, these goals will guide you back home if you ever stray. Don’t worry; you can always get back to these goals and add to or omit from them. When you’re just starting, try to be as specific as possible with the goals you’re setting and tie your content goals with your business goals. The more specific you are, the better. For example, your business goal could be 10 sales for Product A or getting 10 new signups for the newsletter. Meanwhile, your content goal is to increase traffic to a specific Service Page or increase the number of backlinks to your website.  

You know how they say a goal without a plan is just a dream? More importantly, a goal without a timeframe is not measurable. You must tie your content and business goals to a timescale. You’re targeting ten new subscribers per month or aiming for a five per cent increase in sales by the end of the quarter.

Step #2: Select Your Audience

You will find this step in every marketing guide, yet many businesses struggle to select their audience. What we often hear from our clients is, ‘Our services suit everybody’ or ‘We’re targeting people between the ages of eighteen and thirty-five’. To have a successful content marketing plan, this can’t be the way to select your audience.

You need to be more specific with who you’re helping and what they need help with. For example, as a digital marketing agency, our primary target audience is small and medium-sized business owners across Northern Ireland. The service we want to promote is, say, digital training. Then, when we create content, we will know that our target audience – business owners – need help training new hires, upskilling their existing staff, or needing overall guidance with their digital transformation. We’d craft a persona for those business owners, the size of their business, the challenges they face, the budget they could assign to training, etc. Our content will be too generic without specifying, and wouldn’t add value.

Step #3: Write Down The Topics You’ll Cover

If you’re starting from scratch, we advise narrowing down the topics according to the highest priority. It’s tempting to want to write everything all at once. However, that’s not how content marketing works – it neither serves your SEO nor builds absolute authority on the topic with your audience. Additionally, narrowing the issues will help you focus your research and effort on one thing. Once you master that, you can add more topics to your content marketing tree.

So, to follow the same digital training example, the best route would be to tackle only one aspect. Let’s assume it’s social media marketing training. Once we’ve grown an audience, we will create a list of articles that tackle every aspect of social media training. People refer to us as the experts on this specific topic. We can then start creating content on video and content marketing training, etc.

Step #4: Select The Content Format and Publishing Frequency 

Whether social media posts, podcasts, blogs, or video, it’s all content. Once again, don’t get dragged into too many content formats if you’re just starting. Start with one or two content formats and experiment with them. Most of what you learn about content marketing will be through trial and error to see what works or doesn’t work for your audience. You should aim to develop a general direction of how, where, and when you want to publish over the next year or so.

Publishing frequency is also an essential pillar in building your content plan. Many businesses just overestimate the amount of content they can create in the heat of setting up their content plan. It’s essential to be realistic with the publishing frequency based on your chosen content format. For instance, if you’re going for video content, set a reasonable goal based on how long it takes to produce a video. Producing one video takes much more time and effort than creating a social media post.

A general rule of thumb is to have between eight and twelve monthly social media posts. If you’re starting with email marketing, one email per month is a good place to start. You can later make that a weekly email. Sticking to two videos or articles per month for blogs, podcasts, and video content is good. If you achieve that, you can aim to publish more frequently. If you publish in multiple formats, consider saving time by repurposing your content.

Step #5: Pick Your Promotional Channels

Remember that without an audience, your content isn’t worth anything.  You need a plan to get people in the door. Don’t assume you’ll have thousands of viewers when you click the ‘Publish’ button. Promoting and distributing your content takes work, perhaps even more work than creating the content. The first thing you need here will be patience. Next, you’ll need to engage your employees, friends, or anyone willing to share your content or talk about it. Those are your first brand advocates; you must make them part of your content distribution plan.

Sharing your content on relevant social platforms is super important. It gives you exposure and helps you reach out to untapped audiences. The second channel could be email marketing. If you’ve created a video, a blog, a podcast, or an infographic, you should email and invite people to check it and give you feedback. Last but surely not least, optimising your content for SEO is the most effective way of putting this content out there.

Of course, Google reigns supreme over other search engines. However, don’t think podcast, social, or video platforms like YouTube don’t have their SEO. YouTube is the second-largest search engine in the world, so even if you’re making videos, SEO is still relevant, and you must optimise your content for it.

Step #6: Assign a Promotion Budget

We get it – not every business can afford to run paid ads or sponsor their posts on social media. However, we can’t stress its importance. Many social media platforms‘ algorithms, such as Facebook, have nearly killed organic content for businesses. They did that because they realised that most users care more about seeing content their friends share. Surely, Facebook wants to make as much profit as possible from businesses using its platform. That’s why paid advertising is the way to go on these platforms. Even if it’s a small budget, if done right, it should be enough to grow your audience slowly but steadily.

Running paid campaigns on Google, LinkedIn, and other platforms has many benefits and potential for your business. But we recommend that you ensure everything else is on point before you run those campaigns. That will make them cost-effective and efficient.

If you plan to run a campaign on Google, your website must perform well in its web design, user experience, on-page SEO, and technical aspects such as loading speed and clean code. Before you start promoting your website on Google, you need to optimise it first, as advertising for a poor-performing website will cost you much more.

Step #7: Establish KPIs

Establishing KPIs is much easier when outsourcing content marketing to a third party or an agency. However, if it’s you doing your content marketing, it’s hard to establish KPIs and commit to them. But KPIs are important because that’s the only way to measure your success. If you do not know what to expect, establish your KPIs after one month of executing your content marketing plan. You can revisit your KPIs after the first quarter and reassign them as you go.

Some KPIs are good to know, while others are deal breakers. For example, the number of followers on your social media account can sometimes be deceiving. If you have many followers who are neither engaging with your content nor interacting with your business, then you are targeting the wrong followers. The same thing applies to the amount of traffic on your website.

ProfileTree’s brand strategists often ask, ‘What’s the engagement rate?’ That’s one of the most important metrics on your social media accounts. That’s the equivalent of new signups for your website, or the click-through rates for your email marketing or paid ads. Only when visitors take a positive action do you know you’re going in the right direction.

Even if there is no sale yet, people take their time to purchase. That’s fine if you don’t make the sale straight away. But are they responsive to your content marketing? If yes, then the sale will come eventually. But if they’re not, you must evaluate your audience and content and do some A/B tests to determine if something works better.

How to Choose the Right Content Marketing Agency

Been searching for the right approach to content marketing in Bangor? We know choosing the best path for your business can be daunting. That’s because content marketing advice is everywhere, but tailored answers for your specific business are harder to find. After all, a generic approach to content won’t drive the results you need. We’re proud to offer our clients a complete service – from strategy to delivery – based on years of tested and proven techniques. We’ll even show you excellent results from past projects!

Content Marketing As A Sales Process

What is the good news about approaching content marketing as a sales process? You already know how. Simply think of how you’d want your products or services to be sold in ‘real life’, such as during a face-to-face meeting with a customer or in a physical shop in Bangor or elsewhere. You’d be upset if a sales colleague jumped straight to a hard sell?

Content marketing works similarly, which is familiar with why a salesperson gives, for example, a test drive in a car for a reason. Through a solid understanding of the customer journey, content marketing helps a potential customer through stages like ‘awareness’, ‘interest’ and ‘consideration’ regarding your business.

Let’s take a closer look.

Stage 1: Awareness

A person searching for a shoe shop in Bangor could discover your article explaining an essential new product, the latest fashion news, or excellent fashion advice. By providing helpful content, the person can be drawn closer to your business—and away from competitors—through a website visit, thanks to offering the right content in your Google search results against the keywords they used.

Stage 2: Discovery

Your potential buyer’s interest in your business can be maintained using great content that they’ll want to engage with. They’ll be more receptive to discovering your products without a hard sell. Not just this, but their positive association with your business and applicable content creates fertile ground for the next step.

Stage 3: Consideration

Exposure to the right website, social media, email content and more while retaining the potential buyer within the ‘loop’ gives time for the ‘consideration’ stage to occur and keeps your brand at the top of the mind when the person is ready to buy. There are further stages in the customer journey, including, of course, ‘purchase’. But some more good news about content marketing? It’s perfect for the ‘retention’ and ‘advocacy’ stages of the customer journey, as you can keep talking to your loyal customers and encouraging them to share their experience with others through great content. So, content marketing can be a way to attract, engage, retain, and win recommendations from your potential and existing customers. What’s not to like!

Calculating Content Marketing ROI for Bangor Businesses

Understanding your content marketing efforts’ return on investment (ROI) is crucial for making informed business decisions. Many Bangor businesses struggle to measure content marketing effectiveness, but with the right approach and tools, you can demonstrate how content marketing drives business growth.

Key Metrics That Matter for Local Businesses

Local Search Performance

• Google Business Profile views and clicks
• Local keyword ranking improvements
• “Near me” search visibility increases
• Google Maps ranking positions

Website Performance Indicators

• Organic traffic growth from target keywords
• Time spent on site and page engagement
• Conversion rate improvements
• Lead generation through content forms

Business Impact Measurements

• Cost per lead through content marketing
• Customer acquisition cost reduction
• Customer lifetime value increases
• Revenue attribution to content marketing efforts

Simple ROI Calculation Formula

Our digital marketing strategy consultations teach businesses this straightforward approach to calculating content marketing ROI:

ROI = (Gain from Investment – Cost of Investment) / Cost of Investment × 100

Example for a Bangor Service Business:

• Monthly investment: £1,200 (Professional Package)
• New customers acquired through content: 8
• Average customer value: £500
• Monthly revenue from content marketing: £4,000
• ROI = (£4,000 – £1,200) / £1,200 × 100 = 233%

Industry Benchmarks and Expectations

Based on our experience with Bangor businesses across various sectors:

Typical ROI Timeline:

• Months 1-3: Foundation building, minimal direct ROI, but improving metrics
• Months 4-6: 150-200% ROI as content gains search engine traction
• Months 7-12: 300-500% ROI with established content authority and lead flow
• Year 2+: 400-800% ROI with compound benefits and reduced customer acquisition costs

Service-Specific Performance:

• Professional Services: Average 350% ROI within 12 months
• Retail Businesses: Average 280% ROI with strong local content strategy
• Home Services: Average 450% ROI due to high local search demand
• B2B Services: Average 320% ROI with longer sales cycles but higher values

AI-Enhanced ROI Tracking

Our AI training services help businesses implement sophisticated tracking systems that provide real-time ROI insights:

Advanced Analytics Capabilities:

• Attribution modelling across multiple touchpoints
• Predictive ROI forecasting based on content performance
• Automated reporting on cost per acquisition trends
• Customer journey analysis from the first content interaction to the sale

AI-Powered Optimisation:

• Content performance prediction before publication
• Automated budget allocation to the highest-performing content types
• Real-time strategy adjustments based on ROI performance
• Competitor ROI benchmarking and opportunity identification

Maximising ROI Through Integrated Services

ProfileTree’s comprehensive digital agency approach maximises content marketing ROI by ensuring every element works together effectively:

Web Development Integration:

• Fast-loading pages that convert content visitors into leads
• Mobile-optimised experiences that capture on-the-go searches
• Conversion-focused design that turns traffic into customers

Video Production Enhancement:

• Professional video content that builds trust and authority
• YouTube strategy that creates additional revenue streams
• Video testimonials that improve conversion rates

Technical SEO Foundation:

• Properly optimised content that ranks higher and longer
• Technical performance that supports content distribution
• Local SEO integration that captures high-intent searches

The businesses achieving the highest content marketing ROI view it as part of a comprehensive digital transformation rather than an isolated marketing tactic.

Content Marketing As A Conversation Starter

Creating conversations, rather than pushing a ‘hard sell’, keeps potential buyers engaged with your business longer and supports a more effective customer journey by keeping in touch until someone is ready to buy. Think about how a great sales process in a physical shop works: why settle for less online? Ask us how we build customer journeys online.

Customised Content For The Target Buyers

Great content can be customised to a considerable degree, including the right way to draw niche customers into your business online. Talk to the audience about the things they love, and they’ll love you for it! ProfileTree specialises in strategy built around the right audience segments and finding the right methods to engage these potential buyers in your brand.

Engage

What’s a conversation without conversion? And that doesn’t mean a sale. A product enquiry or an email subscription can open a dialogue leading towards an actual purchase when the person is ready. This can be much easier to do ‘in person’ than online without the right tools and foundations. We’ll show you what works and why.

Keep Ahead

Adapt to new technology, new online platforms, and new interests among your audience to leave the competition in your wake. Not sure how? ProfileTree will design a content strategy built on the latest expertise. Our strategies keep one eye on changes around the corner to help you profit from new developments, not just simply react as change happens.

How Much Does Content Marketing Cost

Working with many businesses has taught us to work with various budgets and requirements. We have created multiple packages for each of our digital marketing services. Of course, every content marketing project has its requirements, but generally, we use your requirements and budget to develop a suitable content marketing solution. And we hardly ever give our clients one solution – we usually give them multiple choices. In other words, you set the requirements, and we tailor a package within the limits of your spending. Our content marketing packages start at £450 for one month’s content.

FAQs

Ready to Book a Free Content Marketing Audit?

A content marketing audit involves one of our expert team members going through your digital marketing channels, such as social media pages, websites, or email marketing, and analysing the content to give you a brief report on your brand’s digital well-being and how you can use content marketing to your advantage.

Please fill out the form and send us your questions. We will be happy to answer all of them. Please let us know if your business is registered in Bangor, County Down. Alternatively, you can book a chat with one of our team members to audit your content for free and find out how we can help you establish a strong content marketing strategy in Bangor, County Down, Northern Ireland.

Effective content marketing in Bangor requires understanding your audience, creating engaging content, and consistently nurturing relationships. Whether you’re just starting or looking to refine your strategy, partnering with a local agency like ProfileTree can equip you with the knowledge, expertise, and personalised approach to achieve your business goals.

More services: Social Media Marketing Bangor, SEO Bangor, Digital Marketing Bangor, Digital Training Bangor