Strategy and Planning 2017-05-30T08:54:33+00:00

STRATEGY AND PLANNING

The aim of any content strategy should be to develop a vision that captures your objectives, before delivering a practical, sustainable plan that will meet these goals. But sometimes the hardest thing is working out where to start. We can work with you to deliver a well-researched, sustainable content plan that meets your objectives.

We can support you through the entire journey, or you can use us to support the efforts of your own team wherever we’re needed. Generally speaking, a good strategy will be based on a thorough ‘discovery’ phase, before a sustainable plan, which ticks all the boxes, can be devised.

Discovery Process

Content
Audit

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Content Audit

Assess the quality and relevance of existing content

Analyse archived and existing content to see what, if any, may be suitable for refreshing or repurposing

Identify gaps and opportunities for ‘spin-off’ content

Competitor
Analysis

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Competitor Analysis

Analyse your competitors’ online content to see what channels they’re using, what type of content they are producing, and how much.

Identify gaps and opportunities that your content could fill

Resource
Audit

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Resource Audit

Get a clear picture of the available resources and structure of your organisation.

This will enable us to recommend efficient processes that make the best possible use of the skills at your disposal.

Stakeholder
Engagement

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Stakeholder Engagement

Assess how on-board stakeholders are with the idea of introducing or increasing content marketing.

Assist in building a strong case to gain stakeholder buy-in, if required.

Identify
Pain-points

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Identify Pain-points

Assess the pain-points, challenges, resource shortages etc. that will influence the content creation process.

Recommend processes that will remove headaches and bottlenecks.

Business
Objectives

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Business Objectives

Understand the wider business and marketing objectives to ensure the content strategy is supporting the bigger picture rather than working in isolation.

Content
Objectives

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Content Objectives

Establish the specific objectives of your content strategy.

Ensure that your content plan will support these objectives, whether that’s nurturing an existing audience, recruiting new followers, or driving brand awareness

Persona
Research

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Persona Research

Understand exactly who your audience is: what content they like to consume, how they like to consume it, etc.

Planning & Production

Once the overarching strategy is in place, the easy bit is producing the content, right? If only…

There’s more to producing a white paper than copywriting, and delivering an infographic takes more than design skills. Firstly there’s the ideation process and agreeing a brief before work can start. Research will be needed, which could involve coordinating interviews with subject matter experts. The process of feedback, amends, and version control also needs managing.

Our content managers come from editorial backgrounds and can help you through the whole process, reducing the impact on your time (and your stress levels).

To what extent they manage the content production process depends on you.

For some clients, we are simply there to help them scale-up their production. For others, we’re a vital part of their team from start to finish, working behind the scenes to help keep the cogs turning.


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