Two-thirds of marketers are still operating without a documented content marketing strategy so it’s no surprise that so many struggle to attribute purpose and value to their content efforts. Publishing content for content’s sake will ultimately lead to disappointing performance, whereas an encompassing content strategy will turn that content chaos into a streamlined roadmap with clear goals, deliverables and tangible results.
We’ll help you develop a common measurable purpose for your content. Our software, Apollo Insights, helps us distil unique insights to apply in the content planning process: the competitive landscape, best keyword opportunities to pursue, and the ultimate channels to use for optimal content promotion.
Research and segmentation
Using Apollo Insights, our analytics team will analyse your audiences’ preferences and online behaviour patterns. Equipped with data, we’ll establish optimal types of content to serve to your prospects at different stages of their buying journey and ensure that it converts and satisfies your KPIs. We’ll also identify the best keywords to pursue SEO-wise for short and long-term benefits.
Content plan development
We’ll map different content types to your main business goals and KPIs to make sure that you have clear identifiers of success. Your content plan will include extensive information about your audience: comprehensive content personas to refer to when producing content, key internal/external resources to leverage and the content details specifying the exact keywords, topics and formats you should be developing.
Establishing the most profitable channels to focus on publishing and distributing content is crucial for success. Our team will help you establish a winning combination of the owned, earned and paid mediums to focus on.
We strongly believe in constant re-optimisation that challenges our initial assumptions. Once your strategy has been implemented, we’ll closely monitor how your assets perform against the set KPIs, and suggest any adjustments to topics, channels and keyword targeting to meet your goals even faster.
In marketing, a content strategy is a roadmap for producing and publishing content that encourages people to respond in specific ways. Consumers engage with more content than ever before throughout the purchase decision process. An effective content strategy addresses their needs, every step of the way, while subtly positioning your brand as the business to buy from when the time is right.
Content is the substance that drives every marketing strategy. It fills web pages, social media posts, emails and every online interaction with your target audiences. However, it’s the content strategy that ties everything together, encouraging users to click through to your website from a social media post, navigate through several pages and complete a conversion goal. Content strategy brings all of your marketing efforts together into a coordinated plan for achieving your marketing goals.
These two phrases are often used interchangeably and, while they’re both related, they are two different things. Content marketing refers to the strategic creation and publishing of content for marketing purposes and this is one example of a content strategy. On a broader scale, content strategy is the strategic creation and application of content for any business purpose – eg: staff recruitment.
Given the complexity of modern consumer journeys and the constant change in purchase habits, your content strategy needs to adapt to changes and new opportunities, as they happen. A good agency has access to all of the data you need to spot emerging trends and help you produce the necessary content – at scale- so you’re positioned to take full advantage of opportunities when they materialise.
Content strategy starts with audience research and analysis to understand their interests and how they change as they navigate the buying process. Over time, we expand on this by compiling user data and bringing in big data from external sources to monitor search trends, purchase activity and content performance – all of which allows us to optimise campaigns and adapt your content strategy to emerging trends. The most demanding aspect of your strategy is content production, which is one of the few processes where there’s little room for automation. This is why it’s so important to automate the other aspects, such as analysis and content promotion, as much as possible.
This frees up time, money and other resources for physically creating the content that keeps your strategy achieving goals.
Let us review your search marketing campaigns and provide a proposal free of charge.