Content Strategy
Fit for Purpose Content Strategy
If you’re a brand or marketing manager sweating over your content strategy, you’ve come to the right place.
Content production’s been in overdrive since the start of the digital era … and it’s an issue that’s only been exacerbated by the emergence of AI.
This makes it all the more important for brands and their advertising agencies to produce heavyweight strategies that cut through the noise and ensure that the content that’s being created aligns with business goals, reaches the right audience and delivers measurable results.
In keeping with our other marketing strategy interventions, we assemble a multi-disciplinary team of senior strategists, creatives and media specialists when crafting content strategies to ensure effectiveness.
Foundations
Our process kicks off with a discovery phase to better understand your business, brand and objectives. We’ll conduct a thorough audit of your current content assets which can range from your web copy to your social posts, reports, emailers and whitepapers.
Our data scientists will drill into your analytics data - be they web analytics like GA4, social platform analytics or email response data - to identify trends and better understand which topics and assets create the greatest level of engagement / outcome. A key part of this analysis will look at the ideal customer journey so we can differentiate, for example, between a blog that generates traffic but few conversions or a carefully constructed campaign landing page that delivers leads and sales.
This research rolls up into a set of goals and KPIs that will help the content marketing efforts align with wider marketing and business objectives.
Audience Analysis
With a good understanding of which assets are likely to resonate, our content strategy pivots to look at your audiences and to build out detailed buyer personas which will be used to guide content tone, format, distribution channels and topics.
Content Pillars and Themes
We’ll now use insights from our foundational audit and audience work to build a set of core content pillars that support your brand’s goals and speak directly to audience interests.
We’ll conduct extensive keyword research and use our proprietary WOLF tool to provide a clear view of content opportunities, mapping keywords to the content plan to ensure that blog posts, landing pages, and other content assets are optimised for both search engines and user experience.
At this point we’re ready to move into content production which will see our creative and performance teams work in tandem to drive quantifiable results.
