A well-conceived content marketing strategy serves your business through delivering ROI across a wide range of tangible metrics by improving website conversion rates, driving traffic to your digital assets and content, and increasing brand loyalty or repeat purchase.Revium understands that delivering the right message, in the right channel, at the right stage of the customer journey is critical in being able to improve ROI for your content marketing efforts.
What is a Content Marketing Strategy?
Often the terms ‘content strategy’ and ‘content marketing’ get used interchangeably, however they are different concepts:
- Content marketing uses content to educate and inform audiences.
- Content strategy creates the context around which the marketing takes place.
A content strategy informs every tactic you employ in your digital marketing plan - from your site’s IA, eDM campaigns, inbound marketing like SEO and beyond.
It gives the purpose, or the ‘why’ behind each piece of content your business develops, and provides the ‘how’ for your content team to approach content creation.
Revium creates strategies that consider every touch point in the customer journey, not just those in the digital ecosystem, to ensure consistency of experience across online and offline platforms.
Goal-based Content Marketing strategies
Revium’s methodically analyses and documents your content marketing strategy by:
Identifying your business objectives & goals.
By beginning with your business objectives, we can understand what your content strategy should be driving your organisation towards.
Understanding the customer decision journey (and user experience).
Mapping your customer experience across all touch points in your organisation allows us to better understand what messages and experiences are most relevant to your audience.
Developing user personas.
Personas are a representation of the kinds of customers you engage with, or would like to engage with. These outline their wants, needs and interests so content can be created to align with these.
Auditing your existing content and channels.
We audit your existing content to identify where there are gaps and where there are opportunities to develop further content to reach your audience.
Creating a publishing plan.
An editorial calendar and roadmap are designed to signpost what content should be created when in order to aligning content marketing with the overall strategy.
Revium also offer content creation, curation and community management services for organisations that may need this expertise but do not have it in-house.
Analysing performance & data metrics.
Monitor your campaign’s performance with bespoke digital dashboards that track the data needed to fine tune your content strategy.
Revium employ tactics like Conversion Rate Optimisation (CRO) and A/B & Multivariate Testing across your digital assets to improve engagement and user experiences.
If you would like to know more about how to maximise the ROI of your content marketing strategy, contact Revium today.