Digital Content Strategy
Guiding Users to the Information They Need
The key to delivering branded information to consumers is a user-centric focus – knowing not only who they are and what is meaningful to them but also what type of brand information is appropriate for them. In short, while paid media can be used to boost your message, truly effective content strategy and marketing is about helping your customers.
Just as consumers move through the classic purchase funnel, we help them through what we call the engagement funnel (awareness to consideration to engagement), tailoring the information and options we offer to their current state.
For example, during the awareness stage, a user might search for a general keyword relevant to your brand. Based on our content strategy, relevant branded content would appear in the user’s search, whether through website content, a blog post, a tweet, a Facebook post, an Instagram photo or a Pinterest pin that’s relevant to that search.
To reach consumers in the consideration stage, it’s important to have email lists for them to subscribe to, the ability to pin your products on Pinterest or add them to a wishlist or active social media profiles for them to follow.
Once a user enters the engagement stage, you want to offer them valuable content and the opportunity to engage with your social media profiles, include a call to action to comment on your blog posts, provide a retail locator and make it easy for them to buy your product in store or via e-commerce.
How do we do it?
Our cross-discipline interactive agency not only provides your digital content strategy but also its maintenance and analysis, including:
- Digital Strategy
- Website Analytics
- Community Management
- Professional Copywriting
- Brand Strategy