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Quad, the content marketing agency:     Blending creative, SEO, social and PR to build expert brands and market leaders.
Quad specialise in optimising webspaces, building profitable audiences and creating the digital platforms that achieve this for our clients.

Quad, the Content Marketing Agency. Blending creative, SEO, social and PR to build expert brands and market leaders. Quad specialise in optimising web spaces, building profitable audiences and creating the digital platforms that achieve this for our clients.

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Top Story

Why brand strategy should always come first

Recently we’ve noticed just how ingrained an SEO strategy-first approach seems to run in a digital marketing agency. Overcoming this is one of the biggest challenges brands face. Many are struggling to learn that digital now is primarily a brand development channel – and its focus is on consumers.

Above the line and brand marketers have long known the importance of awareness and engagement. However, they’ve rarely been able to offer the depth of engagement that digital offers; its combination of owned media (websites and social media) with strong awareness campaigns is the essence of content marketing.

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Audience building for Books About Town

If you’ve been following us on Twitter, you may have heard we’re working with Books About Town, a collaboration between the National Literacy Trust and Wild In Art to encourage reading for enjoyment. Based in London, the Books About Town plans include a series of sponsored BookBenches, designed by top artists and celebrating stories linked to the capital. The benches, shaped to resemble open books, will start popping up around London this July.

Image courtesy of the Books About Town website.

Image courtesy of the Books About Town website.

Books About Town came to Quad Digital looking for a website that communicated its concept. We worked with the project to build something we’re extremely proud of.

What’s more, it’s a great example of one of the first creative steps we take when building audiences for our clients – building an infrastructure.

What you’ll be able to see on the site right now is a project in development; there are still placeholders for benches.  From July, however, it will feature pictures and stories about each of the completed benches in the city. And, at the end of summer, the benches will be auctioned in support of the National Literacy Trust.

Building Books About Town a great website gives the project a head start in building its audience. A web space that communicates its key messages and engages its visitors will create more buzz. It also gives the project’s audience somewhere to live and grow within.

We’re honoured be involved with Books About Town, The National Literacy Trust and Wild In Art to bring this ambitious work to life. And we can’t wait to see the benches around London. If you’re interested in sponsoring a bench, head to the Books About Town site.

Want to give your audience a home and somewhere to grow? Get in touch with Quad, a London based digital marketing agency. Call us on 0207 353 7570, send us an email to or tweet us @QuadDigital

SEO-Based approaches are marketing snake oil

Snake-oilDespite  warnings about the dangers of guest blogging with links, many companies are still interested in using this form of content marketing to boost SEO. It does make sense. It’s always been difficult to measure ROI on marketing. Just because a certain amount of people see a billboard or an advert doesn’t guarantee you’ll see a boost in sales.

SEO provides a result. It’s easier to measure in terms of a number, a position on a Google search or an improvement in a keyword. But the reality is that using only SEO as a measure of ROI is the equivalent of marketing snake oil.

It’s great if you’re on the top ten Google results for a certain search term. That does put you in the face of a lot of customers who wouldn’t otherwise know about you. But it’s not everything. It’s not building an audience. It’s not building a brand. What we encourage our clients to understand is that they don’t just need to focus on boosting their ranks in search engines, but building an audience behind their brand.

Generating a boost in search engine results is no guarantee that there’s an audience out there that knows enough about you to buy. SEO is one part of building a better website that educates potential consumers effectively – but it is not marketing in and of itself.

An effective digital marketing agency must first and foremost be about building audiences, not just the raw data of a search engine ranking. You don’t just want raw visitors to your website, you want awareness. That can’t always be measured with precise numbers. Any marketer that is focused purely on SEO might be able to show results in the form of a boost in your ranks for keywords, but are they really influencing purchasing decisions?

If audience building is what you’re after, have a chat with us. Call Quad at 0207 353 7570 or send us an email at Feel free to tweet us as well @QuadDigital.

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