Approach

The implementation of a Content Marketing strategy is not limited to producing, integrating and delivering information. Target audiences and their specific needs must be clearly identified so as to provide them with truly useful information. The preparatory phase is therefore critical to the success of such an initiative. Also, the ensuing conversation between the publishing entity and its target audience is influential in developing the relationship and earning trust. Finally, various performance indicators must be assessed occasionally to adjust the aim and optimize the benefits.

Reserch & Analysis
▪ Marketing objectives
▪ Target audience
▪ Information needed
• Competitive advantages
• Growth avenues
▪ Appropriate keywords
▪ Actions sought by clients
▪ Available content
▪ Appropriate communications tools
▪ Creation process (internal or external)
▪ Production schedule
▪ Budget

Step 1 – Production
▪ Texts
▪ Podcasts
▪ Web presentations
▪ Videos

Step 2 – Integration & Optimization
▪ Microsite/Information Centre/Website
▪ Layout
▪ Key words...

Step 3 – Delivery & Promotion
▪ Identification of proper channels
▪ Assignment of responsibilities
▪ Delivery (CRM, social media, Web PR)

Keeping Up the Dialogue
The dialogue must be kept up to truly connect with your target audience. For instance, comments and emails must be carefully acknowledged and answered.

Performance Evaluation
▪ Number of visitors
▪ Consultation time
▪ Average number of pages consulted
▪ Revisit frequency
▪ Incoming links
▪ Positioning in search engines
▪ Subscriptions
▪ Content appraisal
▪ Comments, emails and calls
▪ Sales