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.

Filtered on Strategy and consultancy All blog posts

Read our blogposts about strategy & consultancy

Blog Strategy and consultancy
October 1 2019
You don't know what your customers want, do you?

Read more
To stay relevant in a digital world, your organization needs to be resilient and always prepared for change. B2B buyers, who are researching business challenges, do their research 68.5% of the time exclusively online. Only 31.5% is using traditional channels.* It is therefore imperative that your digital channels need to be fully aligned with your customers’ goals and contexts. To stand out in today’s markets, organizations must show deep understanding of their customers’ needs and offer compelling digital services that cater to these needs. But where to start?
Blog Strategy and consultancy
June 27 2019
Three ways how connected systems improve customer experience

Read more

We all know the customer experience impacts the bottom line. Experience influences the decision to become a customer, remain a customer or recommend you to other people.

The customer experience is a direct result of how a business has designed its systems and processes. In other words: the backstage dictates what happens on the front stage.

Connecting these backstage systems and processes can dramatically improve the customer experience.

Blog Strategy and consultancy
May 16 2019
Data consultancy is ‘data science with a baseball bat’

Read more

After digitalisation and digital transformation, data is the new hero on the playing field. A logical step when it comes to evolving towards an optimal customer experience. Companies are therefore looking for various different data profiles. In addition, agencies and consultancy firms are attaching greater importance to this in their current approach and services.

As a result, buzzwords are often bandied about and certain terms are misused or taken out of context. Translating data into practical business value is not always straightforward. At The Reference, we therefore use the term 'data consultant' as we place the emphasis on the broader picture and offer more concrete guidance according to the needs of our clients.

Our Senior Data Consultant Roel Peters and Data Consultant Senne Vermassen clarify a few things below.

It's more than digital, it's your business
The Reference is nothing without its customers. Carglass is the car window repair and replacement specialist for whom we've built a fully responsive Sitecore website. Read more about this client.