Goals–Insights–Opportunities

Strategy

For your content marketing to have a meaningful impact,
your brand needs a cohesive strategy built on robust customer insights. At The Content Professionals we have years of experience in developing effective, actionable strategies. We've learned the importance of a collaborative, thorough, flexible approach to developing your content marketing strategy.


We work with you to:

  • establish your goals and objectives.

  • explore and develop audience insights and personas –
    we take the time to discover who your audience segments are, map their journeys and touchpoints and find out how they differ and what they need.

  • investigate and establish brand opportunities and challenges, as well as market insights.

And we use that knowledge to develop a framework on which
to build a coherent, deliverable content strategy.

Planning

Meticulous–Layered–Transparent

The right story delivered to the right audience at the right time in the right format and through the right channel will create engagement, shift attitudes, change behaviours and deliver desirable outcomes.

  • Having developed a content marketing strategy for your brand, we develop a layered, actionable plan to ensure consistent quality content to drive engagement with the audience. The plan acts as a roadmap, considering factors including channel, frequency, timing, format, targeting and personalisation, distribution and amplification.

  • We use collaborative, transparent tools and embrace the value of a structured approach to process that streamlines and optimises your interactions.

Creative

Inspired–Ingenious–Imaginative

Great creative doesn’t just appear. It’s crafted from a great brief, with a clear tone of voice and style, and a thorough understanding of the audience and the subject matter. And then it needs equal measures of inspiration, ingenuity and imagination.

  • Our network of creatives includes award-winning writers, editors, art directors, video producers and developers (yep, they’re creative too!).

  • They are experts in the immersive qualities of video,
    the depth and detail of long-form writing, the immediacy and responsiveness 
    of digital and social and the richness and tactility of print.

  • They research, interrogate, ideate and iterate until they have created stories, videos, tools, apps, websites that really connect with audiences to inform, challenge, inspire and engage.

Distribution and Amplification

Targeted–Personalised–Effective

Build it and they will come? If you’re lucky, and you have one of the world’s hottest global brands, maybe. But for the rest of us mere mortals, we have to work harder to distribute and amplify content to earn the interest of our customers.

We call this content publishing.

  • Content publishing is central to our approach to a compelling strategy and rigorous plan, and informs our creative development – plus, it’s in our DNA.

  • Our specialist SEO partners are experts in strategic and operational SEO.

Our experts in strategic and operational paid amplification can interface with your media agency as required.

Measurement and Optimisation

Analyse–Insights–Evolve

Is your content working? Some of it? Which bits … and what does it tell you? Measurement, analytics and reporting are critical to understanding how audiences engage with, react and respond to the content served to them. They’re also essential
for learning how to target, segment, personalise and optimise content for maximum effect.

  • We work with you to develop a customised approach to analytics and insights reporting, creating reports you can understand and act on.

  • These insights are critical to the evolution of your strategy and to forward planning creative, distribution and amplification plans.

Content Marketing

You’ve been marketing to your customers through content for years, right? 

But is your content marketing simply good – or is it great? Is it as great as your brand, as the services
and products you offer your customers? Does it achieve your objectives?
Is it relevant, strategic, planned, consistent, crafted and brilliantly executed? Is it measured,
analysed and optimised? Is it valuable? Does it deliver an ROI? Is it expert? Is it professional?

Here's how we can help:

Great Content Works