Content marketing

Increasingly many companies have realized that the best way to reach target groups online is to provide them with useful, entertaining or moving content. The purpose of content marketing is to give value-adding and free content to users, and of course ultimately, to sell more. A passion for language and the ability to think strategically come together in Omni’s content team. We can do all content-related work from strategic planning to writing online store product descriptions.

Once upon a time, there was the Internet Guru. One fine beautiful day, this guru realized that technology – the false god established in the euphoric state brought on by digitalization – does not produce bliss. Instead, the path to happiness is the content that can be published and shared with help of that technology.

This philosopher’s stone, which has since become a truism, has spread like a new age religion of sorts. If you have followed the discussion within the communications and marketing industry at all, you must have come across the “content is king” mantra. And the most important dogma of the content ideology is none other than content marketing.

What is content marketing?

Content marketing signifies the marketing of products, services or expertise by producing content directly or indirectly related to these areas to the company’s own channels. The content must be valuable, useful, touching and/or entertaining to the target group. It can come in the form of an article, blog post, instructions, images, videos, games, tests, studies, e-books – you name it.

Content marketing works both on B2B and B2C sectors. What matters is that the content is free for potential customers and that it helps them in some way, whether it is about choosing the right backpack for a paddling trip or learning something new about the latest trends in the industry. In addition to the company’s own website, different social media channels are often used.

Content production must be ongoing and long-term; a single campaign or some other individual content-related venture is not content marketing. Persistence in production yields loyal followers.

The ultimate goal of content marketing is, of course, to increase sales for a company. Content plays a major role in terms of search engine visibility, too.

Figures make up the success path of content marketing. According to a survey by Content Marketing Institute, 88 per cent of North American B2B companies do content marketing, whereas the corresponding figure for B2C is 77 per cent.

What we offer

Warning: What follows is a significant amount of ecstatic digital jargon. My apologies in advance. The fashionable vocabulary of the marketing industry often gives rise to shivers of disgust, but as they are so established in the language, in practice, they must be used.

We can do all content-related work from strategic planning to writing online store product descriptions.

Content strategy

If your sense of direction for content marketing is lost, you do not know which channels to invest in, or the core messages need some clarification, content strategy is a good starting point. Content strategy answers the questions: what, where, when, how and who is communicated to?

In content strategy projects, the client’s (communication) strategy, discussions with the client and other background material are used to determine the goals, target groups, core messages, channels and processes for the production of online content. Target group and keyword research, SEO mapping or web analytics research can also be done, if necessary.

Example: E-retailer’s content workshop (1 day)

  1. Going through the customer’s current content production and the channels that are being used
  2. Determining the shortcomings and possibilities by utilizing web analytics and light SEO research
  3. Clarifying the goals, target groups, core messages, channels and available resources of online content production on the basis of the background material and discussions

Content concept

In online projects, the content concept defines the structure and functionalities that content requires from a web service. This ensures that the perspective of content is not forgotten in projects. On the contrary, the web service is planned content first. It is essential that the web service supports the execution of the company’s communicational, and ultimately, business goals. The content planner naturally works closely with the user interface designer, visual designer and technical team.

Example: An online store’s omnichannel content concept

When developing an online store, the following are determined on the basis of the goals, target groups and other guidelines defined by the client:

  • Content types: product descriptions, texts/images/videos/surveys/games, newsroom/blog posts etc.
  • Channels: online store, website, newsroom/blog, social media, newsletter
  • Tones of voice of each content type and channel
  • How often and what is produced in which channel
  • Who does what: content production resources (own / external)

Content planning and coordination

When purchasing a content planning and coordination service, the customer gets their very own Content Drill Sergeant! Equipped with a penchant for discipline and order, the militant online editor takes care of monthly, weekly and daily content planning, and makes sure that content production flows as planned. The Content Sergeant likes to boss around the client’s own content producers, as well as external resources. They are also merciless with the red pen, and maintain a meticulous grip to prevent any illogicalities or spelling mistakes from slipping online.

Example: Coordinating online store content production

  • Producing ideas for topics according to the content concept and agreeing on them with the client (Skype meetings once a week)
  • Scheduling content production, keeping in contact with writers (client’s own and external content producers)
  • Editing content

Content production

Omni’s content team produces content that speaks to your target groups and is grammatically impeccably correct, whether in terms of blog post ghostwriting, producing product descriptions or a funny online test that screams for social media shares.

Text production has been categorized into three levels:

  • Level 1 texts are made on the basis of ready material delivered by the client. They do not require other background work or interviews from the writer. The style of the texts is simple and clear. For example online store product descriptions fall into this category.
  • Level 2 texts are also made from existing material, and they do not require interviews. The style of the text is more vivid than in level 1 texts and more clearly reflects a certain tone. Thus the text production requires more background work. This category includes for example broader product descriptions for online stores, website texts, texts for online tests and news production based on ready material.
  • Level 3 text production requires significantly more background research, typically also interviews. The language is rich, nuanced and follows a certain tone. The category includes for example profiles and feature articles.

In addition to writing texts, we also edit texts written by our clients or other content producers. Our network of freelancers also includes photographers, illustrators and video production professionals.


Do you wish to become a better writer? Or to better understand the logic of different social media channels and get tips on how to succeed in them? We provide the right content production and social media trainings just for you, tailored to your staff’s skills.

Example: Basics of Twitter (2 h)

  • Creating an account
  • Twitter features
  • Best practices
  • Case examples

For whom?

Unfortunately the explosive growth of content marketing has led to increasing quantities of content, most of which is utter garbage (Doug Kessler’s presentation dates back a couple of years, but still gives a good laugh!). Companies lack the so-called content know-how: they are not able to write stories suited for the target groups, or take breathtaking photos, or produce jaw-dropping videos that people wish to watch or share – let alone do all of these so that the content advances the company’s business goals.

Companies operating in all industries benefit from quality content production, whether small or large. If one’s own know-how or time is not sufficient for developing and producing content, one can always ask for more hands. We help companies of all sizes to communicate to their customers in a meaningful way.

Why Omni?

Omni’s content team has sound experience in communications and online content. We combine creativity with discipline, and a love for language with strategic thinking. We have a deep understanding of the operating principles in the digital world, the nuances of different social media channels and communications as a strategic tool.

Omni’s specialty that beats many agencies working with content is that our know-how lies not with just communications and content, but also other areas of digital business: business development, search engine optimization, utilizing data, digital advertising and web service development. Thus expertise from different areas can easily be cross-utilized in our work. For example SEO skills and the client’s data can be used in online content development. Sometimes spreading the content needs to be supported by paid advertising. Web service development projects benefit from a team member taking into account the content perspective.

By choosing us as your content partner, you can be sure that the content production of your company speaks to your target group and follows your business goals. Why settle for less?

Want to hear more about our content services? Do be in touch!

Emilia Erkinheimo, Head of Communications & Content
Mob. +358 50 5877 144
[email protected]
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