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Content strategy
Brand stories, customer journeys, target audiences – how do you find your way through this maze of content questions? With the right strategy. A content strategy makes your target audience tangible, underpins your choices and provides direction for your campaigns. We’d be happy to explain how to approach this process, what to look out for and how a content strategy can help your business grow.
What is a content strategy?
A content strategy is the course you set for your content. Questions such as ‘Who is your target audience?’, ‘Which channels do you use?’ and ‘What message are you conveying?’ form the basis of your content strategy. You set out the choices you make in your strategy so that you can always refer back to them. Depending on the objective of your campaign(s), you then draw up a plan in which you shape your target audience’s customer journey as effectively as possible. Consider, for example, the touchpoints your target audience has with your brand, what the next step should be, and how you can hold their attention. If you set this out in a content strategy, you’ll always have a clear framework to guide you when developing and organising your campaigns.
Once your content strategy has been fully developed on paper, you can use this as the basis for drawing up, for example, a roadmap or content plan. After all, you now know which social media channels you will use at which stage of the customer journey, what your message is at that point, and which call to action you will use. You’ve mapped everything out so you’re ready to get started with your content strategy!
The benefits of conversion optimisation
Strengthening your brand awareness
Sustainable growth strategy: targeting the right audience
An affordable way to achieve growth
A way to build brand authority
Reaching the right target audience quickly
A solid foundation to fall back on
See, think, do & care
Over the years, the customer journey has been modelled in every conceivable way within marketing. Whether you use the AIDA model, the hero’s journey or the see, think, do, care model – in fact, every concept of the customer journey boils down to the same thing. This is because these models all revolve around raising awareness of the target audience’s emotional triggers and reservations throughout the entire purchasing process. From start to finish, you use a model to map out the conscious and unconscious steps a potential customer goes through before ultimately making a purchase in your online shop or filling in a contact form on your website.
We often use the ‘see, think, do, care’ model ourselves when drawing up a content strategy. This model is based on the traditional funnel and works with different stages of the customer journey. By providing the right content at every stage – the ‘see’, ‘think’, ‘do’ or ‘care’ stage – you ensure that the target audience is provided with the information they need to ultimately make a decision.
Our approach
It’s no coincidence that our motto is ‘Digital. Growth. Together.’ When you opt for a content strategy, our content marketers invest time and energy in getting to know your business. We believe this is the only way to ensure your strategy truly aligns with your target audience, your objectives and your business. You know better than anyone what makes your business, product or service unique, and no one but you is therefore better placed to give us input on what you want to achieve with your content.
Our content specialists then translate the input you provide into a strategy that forms the basis for every subsequent step in the process. In doing so, we map out your target audience(s) in minute detail, craft messages that align with every stage of the customer journey, and provide a briefing that enables the creation of the right material. Whether you do this yourself or let us handle it, you can be sure that the content you publish will appeal to exactly the right target audience! And, of course, it will do what it’s supposed to do: convert.
1. Comprehensive intake
We begin every content strategy with an intake session, during which we take plenty of time to gain a deep understanding of your business, your people, your products or services, and the story you wish to convey. We ask questions and are keen to find out what steps you’ve taken with your business to get to where you are today. We use this DNA as the foundation for your content strategy.
2. Developing a strategy
As soon as we have all the information, we’ll get to work! You’ll receive a strategy from us in which we’ve mapped out the customer journey, analysed your target audience and developed all the concepts. This strategy serves as a blueprint for all campaigns falling within the content strategy. Do you have multiple target audiences? In that case, we’ll create a canvas where we assess the best choice of channels, messages and resources for each target audience. If required, you can also make use of our marketing secondment service, whereby one of our content marketers will work on-site for you from time to time.
3. Rolling out campaigns
With the content strategy in place and the campaign materials in production, we launch the campaigns. Our social media and advertising specialists know better than anyone how to target the right audiences on platforms such as Facebook or Google Ads. Once the campaigns are running, we remain vigilant and make adjustments where necessary to ensure we ultimately achieve the desired result.
Content strategy as the foundation
Think of a content strategy as a way to keep your company’s marketing moving forward for years to come. You can easily scale up by adding techniques such as Google Ads or expanding your target audiences. Your content strategy is, above all, a blueprint for how you engage your target audience through any channel or medium.
Sustainable growth
The major advantage of a content strategy is that the content you produce can be used for years to come. Furthermore, the blogs you add to your strategy, for example, form a valuable source of organic traffic in the long term. Content is therefore inextricably linked to search engine optimisation. This content remains on your website for a long time and thus attracts an ever-increasing number of visitors – provided it is optimised for search engines, of course.
Furthermore, in recent years we have seen a strong trend towards the success of inbound marketing. Unlike outbound marketing, inbound marketing focuses on building a relationship with (potential) customers. Rather than pushing products, this strategy involves actively inspiring and motivating your target audience and fostering loyalty to your brand. This helps extend customer lifetime value and increase the average order value. Are you focusing on enquiries for a specific service? If so, there’s a good chance you’ll see an improvement in the quality of your leads. The sooner potential customers come into contact with your brand, the stronger the bond will be by the time they’re ready to take action.
Measurability
Virtually every content marketer will agree that the results of content are not always easily measurable. Whilst paid advertising focuses on ROAS or CPC, content marketing unfortunately lacks hard-and-fast metrics. The reason for this is that content marketing and a content strategy are linked to far more factors than just the strategy itself. The plan encompasses elements such as advertising, SEO and social social media. And all these factors individually influence the overall picture.
Nevertheless, there are certainly ways in which you can make your content strategy measurable. For example, you can use KPIs for each stage of the customer journey. For instance, in the ‘see’ phase, measure how many impressions a piece of content generates, and in the ‘think’ phase, look at a page’s CTR. This gives you sufficient insight into the performance of your content and often allows you to identify bottlenecks in the customer journey before they become problematic.
You can read more about the KPIs you can use at each stage in our blogs on ‘See, Think, Do, Care: the power of the customer journey’ and ‘Creating a Content Strategy’.
Fancy getting started with a content strategy too?
Would you like to sit down with us to see if a content strategy fits in with your company’s online growth? Or are you curious about our additional services? Get in touch, and we’ll be happy to tell you more!
Frequently Asked Questions
What is content?
The key question that needs to be answered when drawing up a content strategy is this: what is content? Content is, in fact, all material on the internet. From blogs and web copy to videos or social media posts, it can all be categorised as content.
Why is a content strategy important?
The phrase ‘content is king’ has become so widely recognised for good reason. However, content without a strategy is by no means always successful. To ensure this success is not left to chance, a sound content strategy is essential. This provides direction for your campaigns and creates a solid foundation for every piece of content you publish online.
Who would benefit from a content strategy?
Every brand benefits from a content strategy. This is an affordable and sustainable growth strategy that helps build the connection between your target audience and your brand. Even without an advertising budget, you can go a long way; a blog is often a good place to start!
When should a content strategy be implemented?
A prerequisite for a content strategy is a strong brand story. Of course, you don’t need to have this fully mapped out yet – we can help you with that. But it is important that you know what you’re good at and what you stand for. Furthermore, a website that functions well is also crucial. After all, all visitors directed to your website via your campaigns need to be met by strong landing pages! Once you’ve got this sorted, your content strategy is the logical next step.
An effective content strategy?
Do you want to position your brand clearly and convey your message effectively? With a well-thought-out content strategy, we ensure that your content is consistent, relevant and impactful. This way, you not only attract the right visitors, but also build a loyal customer base. Get in touch and discover how we can strengthen your content strategy!
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