The Content Marketing Institute defines content marketing as "a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content, to attract and retain a clearly defined audience, and, ultimately, to drive profitable customer action."
Note the absence of words like project or campaigns, that suggest a specific, short, time period.
Content marketing is an approach you commit to that doesn't stop.
Our strategic approach is to often start with a content audit and assess your content, your audience and distribution channels, and your ecosystem and resources. Draw a line in the sand if you like.
Only then are we in a position to know where we are at right now, and only then can we start planning and forecasting the future.
We usually start with a full day workshop and then have regular quarterly check in to evaluate activity and performance.
Based on our conversation with your company and our data analysis and research, we will develop a structured strategy appropriate for your business’s campaign. We will discuss and outline the communication objectives of your campaign, and ensure that these are met through periodic reporting and analysis.
We will establish your target audience, and ensure that all content is designed and seeded to best reach this audience. We will clarify and expand upon the messaging that will be used in your campaign, to best reflect your business’s tone, style and personality. We will recommend which channels we believe would be most relevant to your campaign and your target audience. We will put together a detailed content calendar, highlighting when and where each piece of content will be released.
We will create all the necessary content for your campaign (copy, images, videos, graphics, animations) and send to your for approval in adherence to the campaign deadlines put in place. We will track and measure the outcomes of your campaign to ensure that all your business goals are met.
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