It’s the same from enterprise through to small businesses. You know it, I know it. If you don’t start with strategy development your content marketing efforts will go down the gurgler. We use our brains (pictured) and data insights to map your business objectives on to a documented content strategy that will drive the customer actions you’re chasing. Brainiac stuff.
Super brainy content marketing strategies.
See how we helped Seasons Aged Care
Confronted with increasing competition and facing an awareness problem in its target market, Seasons Aged Care sought to differentiate its brand and stand out from other services.
We developed a marketing strategy that included a vision for the Seasons Aged Care online presence, an earned media strategy, and recommendations for the human resources that would be required to execute the strategy in-house.
So here's how we go about it.
Your Business Objectives
Content strategy fails if it’s not deeply aligned to your business objectives and to the things that matter most to you. We work with you to set the goals you want your content marketing to deliver – and the range is broad. From sales and better quality leads through to changing perceptions about your industry or products, having a laser-like focus on what your business needs to achieve is vital.
In order to find out what information or inspiration they need (that you can provide for them) we need to get really clear on who your audience is and what their problems are. We conduct an in-depth audience analysis to create personas that represent each of your target audiences. Forget demographics, we want to know the name and face of your customers, and we work hard to get that picture. We use your existing website and social media data (if it’s adequate) and mix it with the findings from our custom research.
We believe that in a digital marketplace and especially on social media, a distinct brand voice is the only way to stand out to customers. By understanding your customer personas, we develop voice characteristics to define and guide your website, email and social media tone of voice and type of language used.
All of your customers will take a journey to purchase from you. By understanding where you stand in this journey and how you can add value at multiple touch points you can start to play a strategic role in how you secure customers. We look at where you can answer your customers questions and how you can inspire them to check you out earlier so that when it comes time to purchase, your brand is front of mind.
Content marketing can inform customers along their journey, or inspire them before they even know you exist. Once we know who your audience are, we uncover the best content pillars to engage them, and push them along the customer journey.
Blogs? Videos? Ads? Social media content? In-store content? The options are many and varied. We break down the content types your customers are keen to engage with and align them with your pillars and business objectives. We’ll even create a content calendar for you (or us) to execute so you know exactly what’s happening and when.
OK. So we know who we’re speaking with, we know how we’ll talk to them and with what content. But the internet is littered with content people have never seen. We put together a channel strategy that will hit your audience in the right place and at the right times. From email content to social media and beyond.
What’s the point of all this if we can’t measure a return? We tell you exactly what needs to be measured in line with your business objectives, and how to go about it on a weekly, monthly, six monthly and annual basis. We can also create reporting dashboards that deliver all of the insights and data you need to fully understand the effectiveness of your marketing.