digital content strategy catalystmdc

Content marketing strategy and planning

Content or inbound marketing is now very competitive, as more and more companies jump onto the bandwagon with the promise of greater brand engagement and visibility through enhanced SEO. And to feed the communities they have grown in social media. In this context, our strategies focus on helping clients rise above the tide of “me-too”, bland content. We identify the content that their audiences really have an appetite to consume, find the angle that will differentiate the brand and make its content shareable, and define an approach, process and plan that makes content delivery feasible and affordable. We also outline an evaluation model that proves the value of content to the organisation.

  • Content pillars/categories

    Every content strategy needs to establish the core content pillars or categories for the business objectives in question, to ensure the optimum mix of brand/product/service focused content versus value-added, such as utility, infotainment, education and community. However our approach to this is customer centric; we analyse what the relevant audience is currently consuming, and define and prioritise the pillars accordingly to ensure greater user engagement.

  • Sourcing/generation

    Given the potentially high cost of content, we focus on identifying relevant sources that are more cost effective, such as guest bloggers or user generated content opportunities. Where we do recommend generating new content, we suggest ways to keep costs down, through the use of lower quality but nevertheless highly consumable items, tools that significantly cut the cost of content generation, and approaches to delivering blogs very efficiently.

  • Repurposing

    A key area we emphasise to keep content costs low is repurposing; we look at what the client currently holds that can be repurposed, and define an approach that ensures each new piece of content can be repurposed in multiple ways and formats. There needs to be a balance of formats that produces variety, but also upweights high engagement formats such as video, and we suggest ways in which every item of content can yield maximum value.

  • Promotion/distribution

    A content strategy obviously need to be tightly integrated with social media strategy, as these channels are core to distribution and engagement, however typically we will look at an influencer strategy for content promulgation as well as partner content syndication and exchange, and importantly the use of value added content as central to ongoing nurture communication with prospects and customers, at stages of the lifecycle where hard sell product information is not appropriate. We also recommend best practice for content networks, such as You Tube, and how content should be branded to ensure it yields maximum return in third party locations.

  • Process

    Part of the answer to keeping content affordable is the efficiency of the content sourcing/generation/production/distribution workflow, and as part of implementation planning, in addition to the overall content plan and calendar, we recommend processes for the client to enable rapid (timely) and economic content delivery whilst maintaining compliance and governance standards, as well as specific tools and equipment an internal team would need.

  • Evaluation

    Whilst many companies recognise the need for content, they have trouble measuring the specific ROI it is generating, and which areas of content are delivering value. We recognise the need to report back on this internally and, as part of the measurement framework, define the metrics (such as direct engagement or traffic, backlinks, shares, rankings or traditional PR coverage etc) as well as highlighting where content dollars are being wasted, and should be reallocated. This is done by identifying not only on the content most consumed, but also the content most shared.