Content marketing
Give shoppers a reason to come to you.
Long before inbound marketing was a thing, Thread was writing high-volume creative for some of the world’s best-loved brands. Our job was to tell stories brands were proud to share, stories that were unfailingly human, engaging and relevant (and sometimes laugh-out-loud funny).
What was true then is still true now: All the content strategy and search optimization in the world will get you nowhere if the words on the screen don’t give your customers a ping of recognition that leaves them wanting more. Thread’s superpower is creating written content that persuades and educates, intrigues and entertains.
Thread executes on everything from seasonal emails to how-to guides, producing smart, relevant, searchable written content that forges meaningful conversations between you and your consumers.
“Working on organic traffic is a long game, but I can already say from an increased traffic lens that this content from Thread is succeeding beyond what I hoped. Working with the team at Thread has been so easy, even when we have to demand something on a short timeline.”
– Havalah Gholdston, SEO manager, KEEN
Scott Berinato, a senior editor at Harvard Business Review, writes, “Quality content is honest, clear, and serves no hidden agendas. The audience is smart and will see right through content that pretends to be one thing but is actually a veiled attempt at generating transactions.”
Easier said than done. The strategy of content marketing assumes you know what the heck to write about in the first place. But chances are you didn’t start that business to write about it. Luckily, that’s exactly why we started Thread.
Thread content marketing deliverables include:
- Blog posts
- How-to guides
- Ambassador stories
- Seasonal content
- Emails and newsletters
- Seasonal and topical social media posts
- On-site evergreen content to support SEO strategy, like buying guides, product landing pages and category page copy
Thread content marketing support includes:
- Brand voice alignment
- Editorial calendar planning and tracking
- Regular theme and story concepting and pitching to your team
- Writing, editing and proofreading brand-right, SEO-ready content
- The ability to flex and hustle to meet your changing content needs
What's the lead time?
We typically schedule our team resources about 2-3 weeks out. The timeline will vary, depending on the complexity and the volume of your deliverables. Your Thread project manager will always provide you with a scope and schedule that includes time for a proper team briefing, copy creation, feedback, revisions and proofing. We do our best work when we aren’t rushed — but we know sometimes last-minute things just come up, and in those cases we’ll work hard to meet your deadlines.
What's the onboarding process?
If you’re a new client, we’ll dig into your content goals, scope in a monthly set of deliverables and set up a process for working together. We’ll also align on brand voice and content topics and themes. For clients who don’t already have an ownable brand voice and guidelines in place, we recommend working through a voice strategy project together before we dive in to producing content.
Is Thread a full-service agency?
No, we’re not. We don’t handle performance marketing activities such as ad buys, targeting and tracking metrics. We also don’t handle the actual posting of your socials or the sending of your emails. Rather, Thread plugs in nicely with your performance marketing agency or in-house team to deliver searchable written content that forges meaningful conversations with your consumers. In addition to copywriting, we can support your team with editorial calendar development, tracking and management. If you are interested in performance marketing services, we’d be happy to connect you with one of our excellent partner agencies.