The four types of content
We see the world of marketing communication in 4 quadrants. Depending on the nature of your business, your sector and your budget, we have used a vast sample of client content to benchmark the correct proportions of budget allocation across the quadrants.
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Signature
Signature content is designed for broad appeal, highlighting your core benefit at a memorable point in the customer journey to maximise impact.
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Signpost
Signpost content directs customers to key elements like Sales, Products, and Prices with snappy, concise messages.
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Sticky
Sticky content engages customers authentically, keeping them connected to reinforce their perception of your brand.
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Service
Service content helps customers understand what you do and what you want them to know in a useful way.
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