Content Marketing

In today’s business world great content marketing makes all of the difference.

Content marketing is critical for modern business survival, and if you do it right you’ll not only grow your business, but you’ll also become a trusted thought leader in the process of creating valuable, relevant content to attract, acquire, and engage the audience.

So if you’re thinking about planning out your content marketing strategy, and as you’re thinking about content marketing, make sure that these seven elements are present:

1. Your content marketing should tell a continuous story. 

Your content marketing is based on interactions with your buyers, so you should be creating content that is relevant to what your buyers want to hear and what they’re searching for.

2. Content marketing engages individuals on their own terms.

This means being available and being relevant where your audience lives, so that’s that concept of multichannel, multidevice. 

3. Your content should tell not only your business story but also the story of your customers.

It really does have to be a story. It has to be a narrative that’s interesting and engaging. Make sure that content marketing is the right fit for your channels. 

4. You need to create different types of content for different channels.

One type of content that’s great for your social media channel might not be right for email marketing or a paid program that you’re doing. Make sure that the content that you’re creating is you think about being channel-specific.

5. Your content has a clear purpose.

This means that all content that you create should have a goal, should have a purpose in mind. You’re creating content for thought leadership, brand awareness, lead generation, all of these things. Make sure it has a purpose.

5. Your content marketing has pre-defined metrics.

You should be creating content with end goals in mind, whether that’s x amount of new customers, maybe it’s new followers on your social networks. Whatever your pre-defined metrics should be, make sure you determine those before you go in and actually create that content. 

7. Content marketing is almost always evergreen.

This means keep in mind your entire lifecycle when you think about your different content. Content should last months, content should last years. It’s not totally


5I: Inspiration, Idea, Image, Innovation, Insight.

The creative brand strategist will lead the strategy of our new working model. 

The Creative Strategist is able to outline different creative marketing activities according to the objectives: increase the perceived reputation of a brand (Awareness), engage people because they perform an action (Engagement), convert the target from passive to active through a concrete action, like a sale (Conversion).

He will be responsible to push the overall creative output forward by identifying the strongest consumer insights that serve as a springboard for award winning ideas. S/he will create presentations that sell our creative product in the most convincing way. 

I connect the dots and see a picture.

Inspiration

It is necessary to have a good knowledge of the brand, to understand who the target is, its digital habits and which are touch points. Analyze what activities competitors have done to create activities that work. Find an insight, a concept that guides creativity.

Idea

It’s time to create! The creative idea is developed: it will have to be an original concept and will represent the common thread of the entire communication project. Communication must be consistent with the brand and with the activity we want to promote, be declinable on all the communication channels we use and speak correctly to our target audience.

Image

Capturing attention and provoking emotions allows us to establish relationships and increase customer loyalty. Consumers choose the Brands they feel ethically close to and represent them from a value point of view. For these reasons the Visual allows customers to be involved and in this the images take on a fundamental role.

Innovation

To amplify our activity we carefully choose which digital activities to activate, social channels to use, technology, tone of voice, formats, and related processes to be integrated in the communication plan and media plan.

Insight

This time we are not talking about intuition, but of Data and Analysis. Every strategy needs to be measured to monitor the progress of our communication and our campaign and produce reports with data and goals achieved.