Part I of this content mini-series discussed the what and the why of content strategies. Here, we’re going to talk about how to put it into practice and start building a strategy. Bearing in mind our night sky analogy (North Star = website. Cluster stars = auxiliary content. Shooting stars = creative campaigns), we’ve detailed the next steps we recommend you take to building a content strategy.
In an image-saturated advertising world, it can seem like an impossible task to defend your brand from invisibility. When it comes to finding a direction for your brand, re-brand, or campaign, it’s easy to feel overwhelmed. Illustration opens up a world of branding possibility. With the creation of characters, patterns, and scenarios comes ultimate control and ultimate originality.
Night sky = content strategy. It’s a bold analogy, but we’re sticking with it. Here we talk about how your website is your North Star, auxiliary content cluster stars build narrative and SEO, and creative campaigns are rare, beautiful shooting stars, designed to make an impact. Buckle in, there are black holes ahead.
Following the success of the 2017 TV boxset quiz, this year we have upped the stakes in what could be our hardest quiz yet. We've utilised our amazing in-house illustrator Steve to draw each element by hand. We think you'll agree, the detail really is incredible.
Big data is everywhere. Everywhere we go, companies capture our details, learn how we choose, what we purchase and when we walk away. This flood of information creates vast oceans of data, requiring behemoth computers to filter, analyse and refine it down to manageable observations. For some, the ever-rising waters are drowning creativity.
If you are in business, the chances are that you have something important to say. Something distinct, unique and compelling to make prospective customers buy what you’re selling instead of what competitors are offering*. Articulating this proposition and getting feedback from your prospects is the critically important role of your marketing function.
Double winners at the Wirehive 100 awards
While we are focused on the factors that influence the decisions made by our customers and prospective customers, are we applying similar levels of thought to how we arrive at our own choices? When it comes to formulating marketing strategies, are we interrogating our own decision-making processes enough?
In the Seventies ‘Outside the Box’ thinking spawned a seismic shift in the way brands were advertised. But sometimes the best creative solutions are simple, so, in the rush to leap outside ‘the box’, have marketers been forgetting to explore the gold mine of knowledge and opportunities inside it?
Everywhere you look on social media there is someone trying to steer your choice for your next purchase, be it a snack, trainers or a new car. But what if there was the possibility of creating your own ‘virtual influencer’, unique to your brand?