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Content Marketing

Content marketing means communicating as a brand but with your own voice, in a relevant way and in places where your potential audience dwells. The core remains relevancy: tell a coherent story that both your company and your customers can reconcile. Content marketing is anything but a trend. Traditional media such as newspapers and magazines, have been successful in content marketing for decades thanks to a solid process. With some transformations this process can also be implemented  as an online methodology.

STEP 1: WHO ARE WE? WHO ARE THEY?

Please answer these 3 important questions before you start to write or design: 

  1. Who are we? Consider your tone (in what tone do you want to speak) and voice (your character).
  2. What do we want to accomplish? Leads and sales are a logical choice but how about objectives such as: influence purchase intentions, reinforce loyalty and retention, generate upsell, ...?
  3. Who is your target audience? what are the needs, problems, keywords, visited websites, ...

STEP 2: CREATION AND SELECTION OF CONTENT

Content Marketing and storytelling go hand in hand. A narrative that binds all of the content is important. Think of the biggest brands in the world: every communication is immediately recognizable and linked to the brand.

Content, type and channels are matched according to the 'customer journey' model.

Channel touchpoint inventory

STEP 3: DISTRIBUTION OF CONTENT

You can distribute your content via

  • owned media (your own website and social media platforms)
  • paid media (eg. via native advertising and social advertising).
  • earned media (other websites that talk about you for free).

 Content marketing

Some examples how we can shape the organic or 'earned' part:

  • hashtags reunite people, your message can appear here and multiply.

  • the internet is trend sensitive, enting your message and some well chosen images on trends can create additional impact
  • fresh news is a good stepping stone to link your message / comment to a news fact.

 

Although content hardly ever directly leads to conversion, it is advisable to lead towards following micro conversions:

  1. sing in to our newsletter.
  2. follow us.
  3. like us.

They are the access points to quickly and directly keep in touch with a target audience.

STEP 4: MANAGEMENT

No good content marketing goes without proper organization and reporting. An editorial calendar for example, is an important tool to work in a structured way. A dashboard with the right metrics in it allows you to take the right communication decisions.

Content marketing

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