Content Strategy for Advertising and Marketing Agencies

– Advertising has always revolved around telling a story in order to generate mass interest in a brand or specific product. Whether it?s in the form of a TV spot or Point of Purchase displays, advertising is about reinforcing a message that educates, entertains and enlightens the consumer. Whether you?re a full-service Agency producing robust, large-scale campaigns for clients or a small firm specializing in internet marketing ? every Agency should adhere to a Content Strategy.

What is Content Strategy?

So, what exactly is a Content Strategy? Content Strategy entails delivering the right content to the right people at the right time. It also incorporates the way you deliver this content. What platforms will you use? How will you inspire audiences to share your content? How will you ensure that the right audience sees it? Where does it make sense to publish across bought, earned and owned media?

All these questions should be addressed and answered when forming the Content Strategy for your client.

All Content, regardless of the form, should be:

Created and produced to target personas
Created and produced around product/service customer benefits
Created and produced at the perfect point in the buying cycle

Creating content that accommodates all three of those things requires diligent research. This is vital to forming accurate insight regarding your target personas. For more information on targeting Personas, click?here more information.

The Four Es

A Content Strategy must always be formulated with the four Es in mind:

Educate
Engage
Encourage
Embrace

Visitors are divided into these four stages based on their needs. Ideally, your Content should meet these needs and funnel them down to a conversion or purchase [Four Es of Content Marketing Video]. If you adhere to the Four Es and ensure your Content is tailored to the correct stage (also known as the customer journey), you will undoubtedly increase your conversion rate and ultimately the ROI.

Customer Journey

The different stages of a Content Strategy should directly relate to the customer journey. The average customer journey has grown more and more complex as the internet has evolved. Before making a purchase, a customer may engage through a number of different media channels over a period of days or even weeks.

Whoever engages with your Content should always find it relative. When considering a Content Strategy, remember that great Content Attracts, Nurtures and Converts.

For more information on Content Strategy:

Marketing Matters Inbound?is an inbound marketing firm specializing in online conversions, content?strategy, PPC campaigns and traditional media placement. Our experience in?B2B digital?marketing?and?traditional media?allows us to deliver results through a strategic media mix. We believe in?aligning and merging marketing and sales/operations for optimal return on your marketing investment.