Whoever said planning was a bad idea?
Broadly speaking, a content marketing strategy is the planning, creation and delivery of a wide variety of content forms, and combining timing with your reach across a wide variety of platforms and types of content.
A content marketing strategy analyses the different ways content marketing can be used across the buyer’s journey, the customer life cycle and/or the different customer experience touchpoints, but it goes beyond that.
An effective strategy is expert planning and execution put in to practice to optimise the effect of the content you use, publish and post.
First off, we analyse what content is needed to fulfil different business goals across the customer journey or for branding purposes as well as audit all existing content.
Making an inventory of existing content and other resources or pieces of information that can be turned into content is a great way of beginning to build a content framework. By setting up the proper content planning, collaboration and scheduling processes, the entire strategy process becomes much easier to plan and execute. We develop a narrative that takes into account your brand’s promise and unique value proposition. Link the brand with the business goal and customer intent through content. Establish the tone of voice, style (guide), etc.
Audit and Analysis: Market Research, competitor analysis, evaluation of the digital content environment
Strategy: Workflow for content production, sourcing plan, voice and brand definition, how and when to deliver.
Planning: CMS (Content Management System), communication and migration plan
Content creation: Creation/writing of content, SEO
Maintenance: Plan for periodic auditing, advise the client, determine targets for success measures.
Get in touch with our strategy experts today Learn more about our process
A content marketing strategy is the planning, creation and delivery of a wide variety of content forms.
Content not only includes the words on the page but also the images and multimedia that are used. Ensuring that you have useful and usable content, that is well structured and easily found, is vital to improving the user experience of a website.
A content marketing strategy analyses the different ways content marketing can be used across the buyer’s journey, the customer life cycle and/or the different customer experience touch points, but it goes beyond that.
Content creation is of vital importance to the online growth of your business, but a well-thought-out strategy of exactly what to produce, when and how to release it will go a long way to making sure you get your money’s worth, and lord knows that’s important.
When you’re developing a content strategy, there are some key things to consider…
Content marketing works to drive purchase decisions by informing customers of the benefits of buying a certain brand. Consistently positive experiences build trust, which in turn increases customer…
Content marketing works to drive purchase decisions by informing customers of the benefits of buying a certain brand. Consistently positive experiences build trust, which in turn increases customer loyalty to specific brands. Satisfied customers will talk about their purchases, recommending the product to others through social media channels and traditional word-of-mouth communication.
Though not every piece of content marketing will spread across the Internet, those that do can save businesses a great deal in advertising costs. Good content gets shared…
Though not every piece of content marketing will spread across the Internet, those that do can save businesses a great deal in advertising costs. Good content gets shared on social media sites, reposted on blogs and tagged on social bookmarking sites for hundreds, thousands or even millions of users to see.
Trying to reach a similar audience through traditional marketing channels would cost much more than many businesses are able to afford. Content marketing, on the other hand, requires a small investment of time and effort that can pay off exponentially.
Buyer personas haven’t been invented for content marketing, but we find them damn useful. A customer persona is the fictional representation of your ideal customer based on market…
Buyer personas haven’t been invented for content marketing, but we find them damn useful.
A customer persona is the fictional representation of your ideal customer based on market research and real data about your existing customers.
When creating your customer persona(s), we look at data garnered from customer demographics, behaviour patterns, motivations, and goals. The more detailed the data on your ideal customer, the better.
Customer personas provide tremendous structure and insight into our overall strategy. A detailed buyer persona will help you determine where to focus your time, guide product development, and allow for alignment across the organization. As a result, we will be able to attract the most valuable visitors, leads, and customers to your business.
Our checklist for making sure things get done right:
The way to the users heart is through data. Once you’ve conducted the proper market research, user data and analytics. From there you should set yourself attainable goals.
Content should then be created and structured based your best understanding of your customer persona and with regard to your understanding of the market.
Be clear about who you are and what you provide. Stay up-to-date. When new information becomes available, update your content or archive it.
Following style guides, both for language and design, helps people understand and learn what you are trying to communicate.
Make sure that users can find your content both internally through navigation and also externally through search engines.
When keywords are used in a natural way throughout each piece of content, the content is more likely to rank high in organic search results. Search engines like…
When keywords are used in a natural way throughout each piece of content, the content is more likely to rank high in organic search results. Search engines like fresh content, and a strategy such as a consistent stream of blog posts is one way to be sure that indexing robots crawl a site frequently.
UX is the break up and dissemination of all your vital digital information. Content strategy is the carefully considered process of finding and creating the most engaging content…
UX is the break up and dissemination of all your vital digital information. Content strategy is the carefully considered process of finding and creating the most engaging content to represent your brand. Together, they make a smooth and truly satisfying overall experience.
You’ll be hard-pressed to find anyone willing to argue against the importance of aesthetics when it comes to web design. Combining the disciplines of UX and content mean that almost all of your organic search bases are covered; a site that looks and feels great, filled with engaging, readable and persuasive content.
Still not sure what we mean? Here’s a few of our UX/Content best practice tips for you, on the house;
Spring clean your website. Fancy phrase, but what is it? Information architecture refers to the organising of your digital content in such a way that users are able…
Fancy phrase, but what is it? Information architecture refers to the organising of your digital content in such a way that users are able to navigate it intuitively. It seems obvious, right? But it’s one of those things which is operating best, when you barely notice it, if at all.
Coordinating your website with the user’s experience in mind is the essence of information architecture consideration.
Key tidbits about information architecture;
The original internet currency. As people find your articles or website pages, they will link to a specific page within your website or blog. These links can be…
The original internet currency.
As people find your articles or website pages, they will link to a specific page within your website or blog. These links can be within the content of the article or listed as a reference at the end of the article. Organic links (or backlinks), are a great way to drive targeted visitors to your site because it basically means that the person who has linked to your page, or your work, has ‘vouched’ for you. The mere existence of an organic link to your page or blogpost is a sign that someone has found it useful and relevant…and the more organic links you get, the more Google loves you.
There are a number of ways you can get solid organic links, some are easy and take little time, others, not so much. Some of them include:
