During this phase we will discuss your content marketing objectives, your target audience, the means by which we can reach them, and the type of content they are after. As always, this is our initial step and we will document it so we can draw conclusions, make necessary adjustments and changes, and evaluate results.
We conduct research in order to gain better understanding of the specified target audience, and the best channels to reach this audience. This will help us outline the Who, What, When, Where, Why & How of our content. There are two stages to our content marketing research:
Foundational Research – an extensive distribution channels research of where we can effectively reach our audience.
Ongoing Research- is the daily research required, in order to stay on top of the constant changes in the industry.
It's fundamental to define the right content mix for your business. The content we create must keep the delicate balance between staying informative and entertaining to our target audience, while also making sure it supports our overall strategy and goals. We will determine what information is needed at every step of the funnel, as well as decide on stories we'll be conveying, and write them of course.
During this stage, we will be working on connecting your audience to the content. This connection is about sharing content, and having a conversation with your audience. We will achieve this by using valuable content formats, which are easy-to-find and easy-to-consume. We will continually test and evaluate our means of distribution and will fine-tune as needed. Furthermore, we will monitor responses in order to gain insight into how your audience responds to your content, and then go ahead and make the necessary adjustments. This is where we maximize your reach, because if no one sees your content, it’s ineffective.
This is our final stage, and this is where we will measure and analyze the feedback to your content. During this stage, we will be measuring the progress we have already made on the way to achieving your content marketing goals, and will be determining whether there are ways to improve progress.