How we do it
We adhere to the 6-Step Content Marketing Plan
Our approach to Content Marketing consists of 6 different steps. Each of the steps is equally
important and they all play an essential role in achieving the previously mentioned objectives we
have as work on your behalf for your brand. The steps are:
Topic selection:in this step we define what you want to be known for. There is a lot of content
in the world today, more than ever, and it grows daily. The apparent magic in content marketing
begins and continues to happen when you find a topic you are knowledgeable in and one where
the market is still waiting for the contribution your publishing brand can make. A huge key lies in
selecting your content domains smartly and in being consistent in your choice. We guide you in
Content conversion strategy:content marketing has to lead to an increase in revenues, replacing
traditional advertising in many ways and doing so much more effectively because of the inherent
knowledge capable of being embedded and gleaned from the actual communication process.
You have to think upfront about where conversion should happen. Define a top conversion point
and lead people to this point through your content. This will mean direct sales, which is relatively
easy to measure, or indirect sales, through wholesale or retail distribution or through other sales
Editorial content planning: once we have defined the topics and the conversion strategy, the third
steps is to create an editorial calendar for you.
Create shareable content:
We will set up a roadmap so you know when and where content will be
shared, and how it will be shared. We will streamline the content calendar with your company's
known marketing actions in order to increase impact. The content calendar should strive to also
best describe the level of intensity of each content action.
Manage content conversation:once the content is launched, people will react to it. Be open to this
engagement from your audience and be ready to answer questions or to give feedback. We need
to prepare a strategy for this and an action plan for this. Next to this conversation management,
think about the role of industry influencers during the launch of your content. Selecting the right
content topic (step 1) is important but not sufficient in and of itself. The content needs to be easy
to share and worth sharing. People tend to spread content that is positive, relevant, appealing
and contains a benefit. We will take that into account during the actual creation, editing and
production of the content. As soon as the content strategy is up and running we can measure
its impact through a set of relevant Key Performance Indicators (KPIs). These KPIs should be a
combination of business generation measures and conversational measures.
Choosing KPIs:once we have laid out your business goals and strategies for your content
management plan you can more easily select the relevant key KPIs, which will then be tracked to
Once goals have been established, select actionable key performance indicators related to the goals in question. Stick to metrics that would make
sense to a non-social media practitioner and keep it simple.
Example: a goal could be 'increase bookings by loyalty members' while the related KPIs to that goal could be: 'new membership sign ups from
social media', 'and new Social Media referred members', etc.
Staying away from complex formulas with random metrics like: Social media ROI = [(tweets - followers) ÷ (comments x average monthly posts)] ÷
(Facebook shares x facebook likes) ÷ (mentions x channels used) x engagement.
Goals do not have to be limited to ecommerce activities as long as they are tied to your business values.
Some examples of KPIs we might recommend include:
• New loyalty program members
• New newsletter subscribers
• Requests for quotes
• Additional traffic to your online content, offers, storefronts, as a result of social media activities
• PR: articles, press kit downloads
• Market Research Activities and the cost-savings associated since you will have a growing
contact and rapport with your audience and customer base, not to mention influence over