Content Strategy

Content Marketing has been around longer than you think.

Relevance in advertising has been a concern ever since the first ad appeared.

Digital has increased the demand for relevance. Customers are annoyed by intrusive ads (witness the rise of adblockers) and at the same time they insist on more in-depth and personalised information and services. 

Succesful content marketing is a matter of relevance. 

Content strategie

"The Furrow", content marketing from 1895.


Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience, and ultimately, to drive profitable consumer action. 

Content marketing is about relevance. It is at the basis of our approach:

  • Curating and creating the right content for the right audience (based on research into trends, online behaviour, ...);
  • Choosing the right distribution channels (paid, owned and earned), defining global and channel-specific KPI's and fitting them into the customer lifecycle;
  • Continuous evaluation and optimisation of content marketing efforts (contribution to business objectives, surveying the competition, ...).

The Reference helps you define your content marketing strategy and provides the means to execute on it. This can be done on-site of via a select team of online marketeers at The Reference.

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Blog Strategy and consultancy
Why AI should go to Hogwarts

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It seems that artificial intelligence is not so different from the concept of Magic, as described by J.K.Rowling in her books about Harry Potter, and that both developers AND users of AI could benefit from a basic education in Hogwarts School for Witchcraft and Wizardry
Blog Strategy and consultancy
7 steps to building a roadmap with confidence

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A client of ours asked us to help create a roadmap for a B2B customer service portal for one of their North American business units. They got stuck deciding on what to include in the portal and what to launch with first.

Our intense collaboration involved many of the client's stakeholders. It resulted in a roadmap where customer and business value blended perfectly together.

These are the 7 steps we took to maximize the customer portal value for our client and for their customers.
Blog Strategy and consultancy
A serious introduction into the LEGO Serious Play method. No, seriously...

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The LEGO® Serious Play® method* is a method that facilitates meetings, communication and problem-solving. It can be applied in any situation where it is extremely important that we overcome habitual thinking and where we need the maximum available knowledge, input, and attention of everyone involved in order to reach our goals. Often times these meetings are on a strategic or on a team level. 

This blogpost is an introduction to the method. If you don't feel like reading, be sure to subscribe to our podcast, where you'll find an entire episode dedicated to LEGO Serious Play.
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