CONTENT STRATEGY

Why do I need a content strategy?

A content strategy is a critical factor regarding business performance. Building and supporting a cohesive content creation strategy is the first, and arguably the most important step in bringing your company towards success. It represents the heart of your marketing strategy. Without it, the marketing actions would lack substance coherency, making it less relevant to your customers. 

By having a good content strategy in place, you are:

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Ensuring cohesiveness

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Most campaigns involve multi-channel distribution where content is spread out across a variety of mediums. By ensuring you have a coherent content strategy, each medium, while pushing out its own type of content, will be working together with similar themes and messages. This unified strategy defines the structures necessary to ensure that content is usable, reusable, findable, and relevant. 

Establishing a strong brand identity: 

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New content is being published on the internet every second. It is extremely important to stand out in order to differentiate yourself from the masses. A content strategy will provide you with direction for choosing the look and feel, tone of voice and overall approach to take, as well as the specific mediums to utilise. 

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Setting up for success

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Cohesive content strategies should cover all of your goals and initiatives and include clear plans for tracking and assessing results. With a strategy in place, you’ll have a baseline for determining what works and which doesn't allow you to continually refine your content strategy and make sure your investment is paying off. Also, by having a content strategy in place, you will have higher productivity and less wasted motion, which should ultimately help you see a higher return on your investment. In turn, you can generate a larger number of leads and get more conversions while spending less time and money.   

How we create a content strategy for your brand

We can help you with the steps you need to take in order to develop a cohesive content strategy. 

Firstly, we will help you define your main goals and KPIs. Is it a specific percentile increase in the number of leads your content generates in a month? Is it a higher ROI? Or is it to generate more traffic and backlinks? Is it to improve customer satisfaction? Whatever the main goals are, we will help you define it. 

Secondly, we will help you understand who your audience is. What motivates them? Why does your brand suit them? How does your product or service benefit them? The more in tune we get with your audience, the better we can tailor content toward their needs. This includes targeting publications we know the audience reads.

Once we have a better picture of your audience, we can lock in on what topics they care about the most by performing a SEO analysis and focussing on compiling a list of primary and secondary keywords. Moreover, a content gap analysis will enable us to lay out content topics your audience wants against what they are getting. Ensuring your audience consumes unique and original content is key to achieving success. That is where we will focus on telling unique stories by assessing whether you have interesting internal data, looking at trends, media agendas in order to create interesting content that your audience wants to read and share. The higher the quality of the content, the more valuable it is to your audience, and the more likely they are to engage with your business.

Finally, we can help you create a content calendar and develop an appropriate distribution strategy. The content calendar will inform you exactly when you will receive the content (press release or landing page copy), what information we need from you and other important deadlines such as the pitch and send-out dates.

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Content strategy case studies