Guiding Success with Jonette Brooking
We sat down with Jonette Brooking, our Head of Client Success, to discuss her approach to guiding success within the Bonfire team.
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At the intersection of creativity and analytics lies content. Content, whether it be insightful blog posts, well-crafted copy or informative videos, is the reason why we use the internet each day. It not only entertains us but also inspires action and helps us discover new products and services. As consumers continue to live online, content has become a powerful tool for all brands, whether they’re building awareness or driving conversions.
“Content plays such an important role in the broader landscape of digital marketing,” says Bronagh Spence, Content Manager at Bonfire “It’s the one touchpoint where you get a chance to make a direct connection with your audience. When done right, consumers feel seen and brands benefit.”
Therein lies the art of content creation. It’s about striking a delicate balance: delivering content that not only resonates with evolving consumption habits but also fulfils the strategic business goals of each client.
“No two businesses are ever the same, and so no two content strategies will be either,” Bronagh explains.
Bronagh Spence, Content Manager at Bonfire, ensures her clients receive the best mix of creative thinking and analytical rigour when it comes to their campaigns.
As the digital space becomes ever more crowded, crafting distinct content strategies is crucial to ensure brands stand out when their customers are searching for them. The outdated tactics of keyword stuffing are long gone; to secure a top spot on search engines like Google, brands must now produce genuinely helpful content that speaks to the needs and questions of their audience.
In that way, the content that Bronagh and her team craft is intended to do more than fill a page. With a deep understanding of SEO, they weave together storylines that not only engage but also perform. “We’re not just writing landing pages or blogs, ” Bronagh clarifies, “we’re crafting a narrative journey that guides the user from their first click to their final decision to engage with a brand.” This meticulous attention to detail in every paragraph, header, and call-to-action ensures their content stands out in an ocean of information.
The performance the Content team achieves is a direct result of their 14-day sprint cycles. This working process allows for thorough research, iterative development, and fine-tuning of content – which creates the grounds for SEO excellence and captivating storytelling.
During these sprints, insights from the client’s data are combined with creative brainstorming. And it’s that synergy of data and creativity that translates into measurable results. By adhering to these sprints, the Content team consistently achieves and even surpasses benchmarks, seeing tangible upward trends in website traffic and marked improvements in audience engagement.
Looking ahead, Bronagh sees content marketing as a field of endless possibilities and emerging challenges. The future is bright for those ready to evolve with the times, embrace new tools and continue pioneering the frontiers of digital content. “The only constant in this industry is change,” Bronagh reflects, “and staying ahead means never taking your finger off the pulse .”
This ethos is what drives Bronagh and her team forward. They’re not just trying to keep with the pace of the wider industry — they aim to set it.