fresh egg's five steps to content marketing excellence: part 1

Fresh Egg’s Five Steps to Content Marketing

ExcellencePart One

• Content marketing is now a mainstream digital marketing activity and the battle to grab and hold people’s attention is growing in intensity.

• This is why Fresh Egg leaves no stone unturned in its pursuit of content marketing excellence, and why we apply our five-step approach to this discipline.

Discovery

• In the first step of our content marketing activity, Fresh Egg produces audience intent research to help define your audience groups and find where they are spending time online

• This will drive an understanding of the content needed to meet the needs of these groups, what form the content needs to take, and how it can be optimised to suit them

• Once we have defined these groups, we then audit your current onsite content to see how it meets these groups’ needs, to find gaps and ensure all future content marketing activity is supported with the best possible onsite experience.

Discovery

• Competition for your audience’s attention has never been greater, so the deeper the insight you have into its behaviour and the cues that will drive engagement the better the outcome of your content marketing

• This information can then be used to drive an even deeper understanding of how to reach your audience

Discovery and data

Discovery and data

This example is from one of our audience intent

documents and compares demographic information

supplied to us about a client’s existing customer

groups with publicly available data related to

consumption of their products. The information was then used to drive a

strategy of promoting content to more relevant

geographic areas

• For each audience group, we also carry out our own audience-based search investigation using a proprietary tool created by our Head of Innovation, Dr David Sewell.

• This tool takes likely search phrases entered into the major search engines by each audience group, and suggests topic variations based on the search engine's output. This gives an overview of related topics for various audience groups and is a great starting point for content creation.

User intent and search

User intent and search

Searchintent.co.uk

The graph above illustrates the output from this tool to give an indication of the topics users are interested in.

• This work is combined with data sources, such as Google Trends, location-based search intent, organic research and more. The combined work creates a definitive view of your audience, the content they want to consume and where they goes to find this information

• To round off this view of your audience groups we also investigate the buying cycle, digital marketplaces, psychographic framing, and more

User intent and search

Coming in Part Two:

Planning and setupExecution

Reporting, analysis and insightRefinement

Get in touch to find out how our content team can help you drive engagement and conversions.

Visit http://www.freshegg.co.uk/content-marketing

Or call us on 0845 373 1077

@FreshEgg