The biggest predictor for success in content marketing is having a documented strategy. Developing a strategy, however, takes time and knowledge about a wide variety of topics including:
The internet is flooded with information about what works and what doesn’t in content marketing. You can Google yourself to tears and still have no definitive answer. At Typeset, we focus on how to use content marketing to achieve business goals. We get fired up when content drives profitable customer action. We know if we can grow your audience and serve their needs with content, you’ll be on the path to converting your content investment into long-term business assets.
Every Typeset strategy focuses on five areas, taking into account owned, earned, and paid media opportunities:
Each strategy has two deliverables: a Key Messaging Matrix and a documented content marketing strategy. These serve as a roadmap to all your content efforts. Typeset strategies are typically 20 to 30 pages in length and are provided in print and digital formats.
We start with an initial meeting to discuss business goals and marketing objectives and determine where content marketing is best suited for your organisation.
The next step in creating your content marketing strategy is a half-day Key Messaging Workshop where we identify at least three key messages to appeal to your varied audiences and position you favourably against your competitors. The result of the workshop is a Key Messaging Matrix, usually delivered within two weeks of the workshop.
Once the Key Messaging Matrix has been approved, we go into a research phase to discover the best way to achieve your business goals using content marketing. This phase takes four to six weeks to complete. The end result is a comprehensive document that many people who have worked with us describe as their “roadmap” or their “content marketing bible”.
Typeset presents the content marketing strategy to your organisation so everyone who has been involved understands the recommendations, the methodology, and all the research and work that underpins our recommendations.
If required, we also present an executive briefing of the strategy to support you in getting the strategy implemented. We can also address the basics of content marketing to your executive team to help them make an informed decision and understand more broadly where content marketing fits into the overall mix of sales and marketing.