The Content House
Who We Are
The Grinder, Co. is a results-driven, digital inbound-marketing company established in 2013.
Our Services
- Building goal-oriented, marketing- and sales-based digital-content strategies
- Building goal-oriented, full-funnel marketing* content plans
*Awareness > Interest > Desire > Action
- Building personalized customer journeys through audience segmentation, data analysis, and specialized tools for marketing automation and sales promotion
- Producing quality written content at the highest journalistic standards by means of an extensive team of writers and professionals in a range of fields
- Producing videos, animated films, and infographics
- Optimizing websites, web pages, and content for organic search-engine results (SEO)
- Managing social-media accounts
- Managing, optimizing, and assessing promotional campaigns across multiple online platforms
- Buying media (advertising) across online platforms, including social media (Facebook, Instagram, Twitter, and LinkedIn); Google (adwords, YouTube); content-distributed systems (Outbrain, Taboola, and Artimedia); and news sites (Ynet, Walla, etc.)
- Producing sponsored content for media sites
- Producing Internet landing pages
- Developing (designing, producing content for, and programming) websites, including building website strategy and determining website information hierarchies [Bat, there is no paragraph for this item below, as there is for all the others. If you want to write one up and send it to me, I will translate it as soon as I get it, and you can stick it in.]
- Producing interactive tools for identifying key audiences based on personal characteristics and purchase intent
Building Goal-Oriented, Marketing- and Sales-Based Digital-Content Strategies
The Grinder specializes in building goal-oriented, marketing- and sales-based digital-content strategies. Our methodology is both simple and unique: We help organizations develop a compelling narrative, transform the narrative into a marketing message that resonates with its target audience, and actualize the marketing message through a concrete digital-content plan.
The process includes:
- Survey-based research (both within a company or organization, and without)
- Meetings with key individuals in an organization
- Audience research
- Review of competitors (both in Israel and abroad)
- Research assessment
- Presentation of a comprehensive marketing-strategy proposal, with specific recommendations for application
Building goal-oriented, full-funnel marketing content plans
The Grinder specializes in building quarterly and yearly content plans that correlate with every stage of the marketing and sales funnel, from making initial contact with relevant audiences to establishing brand awareness and encouraging meaningful engagement.
We also produce the content itself: for marketing-automation systems (based on personalized consumer journeys and data assessment); for social-media platforms; and for newsletters (marketing, sales, positioning, lead preservation, etc.).
Building personalized customer journeys through audience segmentation, data analysis, and specialized tools for marketing automation and sales promotion
Building an online consumer journey allows for the possibility of contact with a potential lead at every stage in the purchasing process. In addition, companies can develop targeted content for every stage of the journey.
Firm believers in the inbound-marketing approach, we at The Grinder strive to develop positive—and therefore long-lasting—relationships between companies and consumers. To that end, we ensure that all our content is relevant to the consumer, appropriate for his stage of the journey, and provides her with added value (e.g., price/model comparisons, how-to videos, essays, etc.)—which in turn enables her to make informed decisions, overcome hesitancies, and trust in the company’s message.
Producing quality written content at the highest journalistic standards by means of an extensive team of writers and professionals in a range of fields
The Grinder produces quality written content at the highest journalistic standards for brands, businesses, and organizations. To that end, included in our staff are researchers, reporters, writers, photographers, editors, proofreaders, and SEO experts.
All content is rigorously copy-edited, proofed, and optimized for search-engines; in addition, The Grinder ensures that written content matches the character and upholds the reputation of the client.
The Grinder also manages digital magazines and blogs on an ongoing basis, with between 4-16 content uploads per client per month. The service includes management of the content workplan, content production, content uploads, SEO, and assessment of results.
Producing Videos, Animated Films, and Infographics
The Grinder produces videos, animated films, and infographics for a variety of digital platforms. Production includes:
- Scriptwriting
- Coordination (dates, times, locations) with all parties to the project*
- Provision of filming team (videographer, director, and makeup artist) and filming equipment (sound and lighting equipment
- Editing and after-effects
- Music purchasing
- Subtitling (in Hebrew)
* The right planning, such as the concentration of filming days, significantly lowers production costs and enables the client to make more effective use of its marketing budget.
Optimizing Websites, Web Pages, and Content for Organic Search-Engine Results (SEO)
Optimizing clients’ content in accordance with Google’s and other search engines’ requirements ensures the visibility of a client’s website or web page in a search engine’s unpaid results.
The Grinder guarantees SEO for all content it uploads to a clients’ web site (OnSite SEO) and web pages (OnPage SEO).
Managing Social-Media Accounts
The Grinder creates and manages accounts on the following social-media platforms:
- YouTube
In addition, The Grinder builds content plans for clients and produces content accordingly; it also offers the option of full account management, including responding to queries in an official capacity.
Managing, Optimizing, and Assessing Promotional (Paid) Campaigns Across Platforms
The Grinder manages promotional campaigns on social media (e.g., Facebook, YouTube), content-distribution systems (e.g., Outbrain, Taboola), and Google. We use audience segmentation, remarketing, and results optimization based on real-time data assessment (referral source, cost per click, and relevance).
Buying Media Across Online Platforms
The Grinder buys advertising space on social media (e.g., Facebook, YouTube), content-distribution systems (e.g., Outbrain, Taboola), and Google.
Producing Sponsored Content for Media Sites
The Grinder produces promotional content, both written and video, in cooperation with leading news sites such as Ynet, Walla, Yisrael Hayom, and more.
Producing Internet Landing Pages
The Grinder produces Internet landing pages for targeted marketing goals. Production includes written and video content, the latter having been shown to increase a client’s chances of movement through the sales funnel.
Producing interactive tools for identifying key audiences based on personal characteristics and purchase intent
The Grinder produces interactive tools such as quizzes for identifying new audiences and refining existing data. These tools use personal characteristics to determine purchase intent.
Complementary Services:
- Production of radio advertisements
- Production of television advertisements (commercials)
- Production and purchase of print advertisements (newspapers and magazines)
- Production of billboard and signage campaigns
Client Sectors:
Brands: AliExpress, Zap Golden Pages, Microsoft, LG Electronics, Carasso Motors (Nissan Infiniti, Renault, Dacia, Lease For You, Karasso Trade), Corona Beer
Institutions and Non-Profits: American Joint Distribution Committee Israel, the Foreign Ministry, the Menachem Begin Heritage Center, the Israel Democracy Institute, Benyamin Regional Council Tourism Board, Israel Nature and Parks Authority
Medicine: Hadassah Hospital, Teva Pharmaceuticals, private doctors and clinics
Higher Education: The Weizmann Institute of Science, Peres Academic College, Shalem College, The Open University, the University of Haifa
Finance: First International Bank of Israel, Bank Poaley Agudat Yisrael, Pa’amonim
In Conclusion: A Successful Digital Eco-System
Effective digital marketing requires a successful digital eco-system. The eco-system comprises different components, all of which interact with and nourish each other at every stage of the marketing and sales process.
The eco-system includes digital assets (websites, landing pages, interactive tools); social media platforms; newsletters, digital advertisements, and more. All these components must work in harmony to create the optimal user experience (attractive appearance, unified language, fast loading time, full responsiveness, etc.) in the ideal marketing context (embedded pixels, audience segmentation, real-time website analytics, heatmaps, A/B testing, audience tracking, etc.).
The distribution of a client’s content and the exposure of its digital assets, by means of both paid and organic promotion, requires whole-system thinking and seamless coordination between different platforms (social media, content-distribution systems, and Google). Only then will consumers feel that their personal consumer journey was one of quality and added value; only then can their journey be brought to a successful conclusion.