How we work
We implement content strategies in two different ways:
A Lean Content Strategy
The lean method is all about focusing implementing one part of the strategy per week. This means that the content production starts simultaneously with the strategy work. The strategy will change according to the data collected from content production. The method is intense and requires you as the client to commit to meet once or twice a week depending on the situation.
A Traditional Content Strategy
The traditional strategy model is a bit easier on you as it usually requires that clients to participate in one long or two short workshops. The strategy will give the framework to content production, which typically starts immediately after the strategy is ready.
The divisions of a content strategy
No matter which one of the two methods is used to create the strategy, the strategy model we use is based on the model from Kristina Halvorsen’s Content Strategy for the Web. We have honed the model for years for it to be fit to the Finnish environment.
The core strategy
Combining the business goals and the needs of the client are the core of a content strategy. This meeting point will give a strong base for creating high-performing, high-quality content. The core strategy is all about combining your customers’ needs with your company’s unique value.
The core strategy answers to following questions:
- To whom we create the content?
- What kind of content do they need?
- What do we want to achieve with the content?
- How will the content benefit our business?
The themes section is about brainstorming, validating, and scheduling concrete themes and content types based on the core strategy. We will find the topics which will be of interest of the audience now and in the future, and define what kind of content should be produced and published. In addition, we will define the forms (blog post, video etc.) that the content should take.
A content plan is the cornerstone of high-performing content production. The plan will include all the topics that will be used. Moreover, the plan will tell when and in which channels the content will be published. Of course, while the plan defines the outline for the work in the long run, it is possible to also add ad hoc topics.
The roles for the current and possibly new channels will be defined as a part of marketing communication in the channels section. We will define where the contents will be and how people will find them, how the channels will differ from each other, and how the channels will be used to communicate. We will examine the visitors’ journey until the purchase and how to support the buyer’s journey with content.
Getting your staff to commit to the strategy is the key to content marketing’s success. The culture section is about focusing on the company’s content production processes and roles. Furthermore, we will try to find a way to use the company’s existing expertise to create content. Therefore, we will define who are responsible for creating the content and its lifecycle. We will ensure continuous motivation of the staff to create and implement new content.
In the optimization part, the indicators, the goals, and the model of continuous follow up, will be set to each channel. We will create a framework which allows us to follow the succesful implementation of the content strategy. The indicators enable to adjust the strategy so that it will bring in better results. Our goal is to spot successful content and use the lessons learned to create even better content.