Nowadays, brands live under a tremendous pressure to constantly increase the amount of content, to use multiple channels, from blogs, websites to social media, and many others that have just been born.

The volume of content created by many brands today far exceeds the volume of content created many years ago by business publications. However, the brands are neither news agencies nor video production studios. In this nebula created around the need for content, entire teams in organizations strive to manage resources, people, tools, processes, and above all, to define and implement a content strategy.

The lack of a coherent and consistent content strategy can harm the whole media mix (paid, owned, and earned), by wasting time, money, and resources.

What is Content Strategy?

Content Strategy is a plan that determines how a company should generate and use content to meet consumer needs, or solve a problem, so that the company can meet its business objectives.

It is a guide that allows each part of an organization that produces content to do so according to the same criteria and pursuing the same ultimate business goal.

With the help of Content Strategy, the organization will be able to answer three fundamental questions: for whom we create content, what we hope to achieve with it, and how we will manage to deliver this content.

Our Content Strategy creation process

We develop the content strategy starting from the consumer, analyzing his habits to consume online content, the consumption preferences in terms of formats, devices, time, and what are his sources of information, to solve his problems.

We take into account in this process the moment when the consumer is assimilating the content. Whether it is in an initial stage of awareness, or in a later stage of content-based decision making.

To create a strategy that benefits the entire organization, we involve every stakeholder within it for which content is important. From the e-commerce team to the web development team, social media, and the team that creates products. The role of the strategy is to identify that type of content that can meet both internal and business needs and consumer needs.

Part of the strategy is also the analysis of the current way in which the content is developed, distributed and stored. This identifies inefficiencies in the production and delivery of content and possible solutions for integrating the platforms used, providing basic information for the stages of strategy implementation, Content Development and Content Marketing respectively.

When do you need Content Strategy?

1. When the organization works under the constant pressure of creating a large amount of content and a quality one, distributed on multiple channels.

Most of the time, in this situation the importance of some KPIs such as page views, likes, or shares is overbid, to the detriment of customer service, and brand and business objectives.

2. When there are multiple teams in the organization that have different ideas about the role of content and how it should sound.

Each team has different goals, which makes it possible for the ultimate brand and business goal to be affected.

3. When brand audience data is dispersed.

In this case, consumer data is stored in various digital or analog formats, in a CRM application, in web analytics, in databases owned by third parties, e-commerce platforms, newsletter applications, etc. Each department, marketing, sales, product development, uses different tools for collecting and storing consumer insights, which means that there is no common vision on the consumer, based on which the company can establish a content strategy.

If the above situations are familiar to you, we can help you develop and implement the content strategy of your brand / company. We are here for you!

The benefits of Content Strategy

\ Aligning the company's teams around a common vision and a strategy for generating and using the content, necessary to support brand and business objectives

\ Creating a unitary consumer experience with the brand

\ Minimizing losses due to inefficiency in creating content and allocating the resources needed to generate it

\ Creating content relevant to the brand message and business objectives, delivered to a wide audience, in a variety of formats and on different channels

Do you need more information, or do you want to take action? Let's talk!