At Cabrun!, the communication diagnosis of businesses interested in our services is the first step in content marketing. It involves careful conversation to understand the company’s business model well and the partners’ and/or communications teams’ perception of its purpose, positioning, competition and the audience which the company engage or wants to engage.

We focus on the origin of the business. What are the world’s problems it sets out to solve? This is key when developing content guidelines. It is essential to know what earlier and current communication initiatives the company has carried out, where they have been successful or have failed and what elements could be improved and boosted by our work.

After the communication diagnosis, Cabrun! conducts what we call access activities to the brand universe. They are fundamental to better understand a company’s value proposition, its audience profile and the brand differentials that will serve as guidelines for the communication strategy. This process has proven to be an effective way to get critical information from company partners and/or Communication, Marketing and Sales teams, which will then become the foundation for our copywriting services, as key to ensure consistency in content marketing, brand essence and results.

Activities are selected according to the client profile and are mostly inspired by design thinking proposals.

If a brand wishes to explore the content marketing universe, then it must become a publisher, having a content project with principles, language guidelines, clear content lines, formats, channels and frequency.

Videos? Long or short texts? What type of image? GIFs? A website? A blog? A YouTube channel? An Instagram account? Print material? E-mail marketing? Any action offline? Daily updates? Updates once a week? Use of native platform resources or other specific tools to improve the work, making it easier? What about boosting content? What budget should be allocated? All copywriting services designed by Cabrun! covers these topics with the client.

The diagnosis stage and the access activities proposed by Cabrun! are helpful in the production of authentic and creative copywriting that engages the audiences for which they are intended, while being aligned with the budget for these purposes and with the business strategy.

Social media content marketing is one of the most in-demand activities for Cabrun!’s clients. The increase of possibilities in the digital environment has not only provided wide access to communication, but it also narrowed the relationship between companies and clients. This requires a new mindset: more than considering what to talk about, companies were forced to go through a great listening exercise.

This new scenario is marked by great people empowerment. Companies that want to be part of the conversation, which has become increasingly vital for businesses, need to learn to identify subjects in their fields of expertise that really matter to people, think of creative and efficient ways of presenting them and deal with their clients’ real impressions of their products and services. We know people trust people and a bad impression registered in the online environment can be the ruin of a business, just as a true compliment can bring the company to new heights.

A clear and well-structured institutional website is essential to any business for several reasons. First, because people search online for products and services all the time, and, if possible, one must make an effort to appear on them organically. Second, social media are incredible environments to get closer to your desired personas; the relationships formed in them, however, are marked by ephemerality.

If someone needs to find sound information about a business, they go to their website. In the past, a few brands eliminated their institutional websites and replaced them with fan pages on Facebook. This is not a clever strategy, which soon became clear. We, at Cabrun!, joke around with our clients saying a website is like buying a house whereas having a social media presence is living somewhere as a favor, always adrift and abiding by the platform administrators’ rules. Check some of the website copywriting services being developed at Cabrun!, whether websites created from scratch or a website reconfiguration.

Is it necessary to create blog content? For most businesses, it is. Some reasons are the same as the ones for having a well-structured website: organic search positioning, as updates are an important ranking aspect, the aggregation of content of public interest in one place, helping the brand build authority on the subject, and the opportunity to show the brand’s connection with current affairs, maintaining a more lively and dynamic relationship with its personas.

It may seem like an old-school marketing tool due to the advancement of social media, but e-mail marketing content is in increasingly high demand and has proven to be an effective tool for sales conversion. This stems from the fact that, with a correct e-mail database, including people who somehow gave their contacts for that purpose and even with the possibility of opting out decide to remain on the list, the interest in all communications from the brand is authentic. So, we achieve great conversion rate optimization with well-defined and executed strategies.

Content is a communication tool whose results are generally seen in the long term, after continuous and consistent production. However, it has been increasingly common to use it as a basis for targeted projects, mostly due to the credibility that well-done copywriting services grant them, either in internal or external communications.

The video boom has been long-awaited in Brazil by content creators, but despite the falling prices of the means of production and the features offered by platforms such as Facebook and Instagram for quick and instant video production, few companies have used a format that is efficient, strategic and professional.

Like any piece, videos need to be well planned and fully aligned with the company’s business goals. If not, the time and resource investment in their creation will not have been reasonable. Like any other content format, video needs to attract the audience. That means one must plan and carry out the writing of good scripts, shooting, montage and editing. There is a false notion that videos are successful because people dislike reading – this is not true. A monotonous video with low relevance for your company’s persona will also lead viewers to quit in the first few seconds. One needs to know what to say, how to convey the message on video and handle distribution strategies thoroughly so it is delivered to and affects the target audience effectively.

A content strategy is a way to relate to your brand audiences, but the possibilities of attraction and approach go far beyond the traditional methods. Content need not necessarily be based on digital contact with the personas. Offline approaches, such as brand experience events or relationship content strategies can bring great results, winning and/or retaining audiences.

Inbound marketing fascinates many companies and the basis for the method is alluring. It is a very subtle and friendly way to approach target audiences. Instead of disrupting the client, or potential client, with aggressive and selling communication techniques, inbound marketing intends to attract and engage them through relevant content.

This dynamic creates a trust relationship between company and client, who sees the brand as an authority on the subject, especially when the content presented meets their needs, adds knowledge, makes their lives easier and/or exceeds expectations.

There is nothing more important than planning for an effective content marketing strategy; at Cabrun!, we highly value it. A communication plan with emphasis on content makes all the insights brought by the diagnosis steps, the access activities to the brand universe and the copywriting services tangible, getting them out of the drawing board and ensuring success in initiatives to approach audiences.

Content marketing results reports are key for both ongoing or occasional projects. Although they provide less room for maneuvering, it is important to know if we have reached the set goals. Monthly reports for ongoing projects allow the agency and the client to determine if the desired results are being achieved and, if not, to review strategies.