Creating Content with Purpose

Tell us a bit about yourself and how you got started in content marketing.

I’m Lucy, the founder of Method Marketing. I started the business in 2018, after working in magazine publishing and at marketing agencies.

My experience as an editor and journalist has given me a deep understanding of storytelling and audience engagement. I’ve always enjoyed connecting with people, uncovering unique insights and turning those into compelling content. So, when I moved into marketing, content was a natural fit.

Since 2018, I’ve had the chance to work with many clients, crafting everything from case studies to social media strategies, ensuring the content genuinely connects with audiences.

What led you to specialise in content marketing?

My career in publishing played a big role. I found there was a need for high-quality content marketing that would tell authentic stories and engage audiences on a meaningful level. While many agencies focus on SEO, PPC, or web development, content marketing was less common in 2018. I wanted Method Marketing to fill that gap by bringing expertise and dedication to content itself.

How does your background influence your approach to content marketing today?

My journalistic skills shape how I work. I enjoy researching new topics, finding unique insights and engaging with people to bring out their stories and unusual details.

I’ve always found that the most successful marketing is focused on producing something valuable, not just content for content’s sake. And quality is always a priority. Everything delivered by Method Marketing is carefully edited and professionally proofread. By the time it reaches the client, it’s polished and free from errors, needing only technical reviews, if anything.

What has been one of the most rewarding projects you’ve worked on at Method Marketing?

One of the standout projects was producing a white paper for Aston Group, focusing on their retrofit project on a residential property in London. It involved extensive research into the housing sector, learning about the innovative products and solutions used during the project.

I interviewed multiple team members about their specialisms so I could get to grips with the unique challenges and successes of the project. Seeing the final version of the printed white paper was incredibly rewarding. It provided Aston with valuable documentation on the benefits of retrofitting and was positively received by the sector.

What do you believe sets a successful content marketing consultant apart?

For me, curiosity is essential. If you’re curious, you can uncover the details that make strategies powerful and content engaging. It’s about asking the right questions, engaging with the right people and conducting the right research before pulling it all together.

Creating content that resonates also requires strategic thinking. A successful consultant not only delivers quality content in line with marketing objectives but evaluates its impact and adjusts for future results, ensuring continuous improvement.

What can clients expect when they work with Method Marketing?

They can expect a lot of questions!

We aim to fully understand their organisation, what makes them unique and their goals before we start work on any project. After the discovery phase, we craft their strategy or content and share it for feedback. It’s a collaborative process, ensuring everything aligns with their vision. Once a campaign or piece of content is live, we analyse what worked and what didn’t. This commitment to reviewing outcomes helps us refine our approach and deliver even stronger results in the future.

Looking to the future, what trends in content marketing excite you most?

I foresee a stronger focus on strategy rather than tactics. In the current economic climate, businesses want to ensure they get the most bang for their buck.

AI is also likely to play a larger role, particularly in aiding content production. However, with the rise of AI, I believe the demand for high-quality, unique content will increase. Organisations that are serious about their marketing will recognise the need for unique, insightful content, rather than pieces that have been scraped from other websites and regurgitated. High-value pieces like research-led white papers, case studies and reports will stand out, offering businesses a way to engage effectively online and on social platforms.

Final question: do you have any advice for businesses just starting their content marketing journey?

Focus on what your audience truly values. It’s easy to create content, but it’s more important to ask how that content benefits your audience and why it matters to them. Show your understanding of their needs by tailoring it to them. If you keep your audience at the centre of your efforts, you’ll create content that resonates and builds lasting connections.