fresh egg's five steps to content marketing excellence – part two

Fresh Egg’s Five Steps to Content Marketing

ExcellencePart Two

Content marketing is competitive. It is no longer an option to just publish and hope ’they will come‘.

Every step of the way has to be planned out in meticulous detail – from who will read it, what

content you create and in what format, to when to publish and how to promote it

This is why Fresh Egg applies our five-step approach to all content marketing projects that we

undertake

In part one, we explored our discovery process, looking at user intent, auditing your current

content and what do with your own data

• Part two is the continuation of our five-step approach, looking at the final four steps:

• Planning and setup• Execution

• Reporting, analysis and insight• Refinement

Planning and Setup

Step two of our five step approach is all about turning the discovery work carried out in step one, into a plan for creating,

publishing and promoting excellent content for your website

The first step is to create a content strategy that:

• Fill gaps identified in the Discovery phase• Be business and search engine friendly• Creatively meets the needs of your audience• Give your audience the information it needs at all points of the

buying cycle (Trigger, Awareness, Research and Choice)• Join up your audience’s journey – across devices and platforms

using relevant calls to action (CTAs) and messaging• Target your audience groups for content promotion• Identify how to create top quality content as economically as

possible• Identify the content types that need to be created

Planning and Setup

Audience personas

Audience personas

As part of our planning and setup step, Fresh Egg builds audience personas to help plan and execute a content strategy. These can be as

simple or detailed as required

The most important factor in their creation is ensuring that they represent your audiences, the problems they are trying to solve and

how best your site’s content can meet their needs

Audience personas – questions to ask

What problems do this group need

solving?

What are they searching

for online?

What are the key messages to help sell your products

or services?

Where is the best place to target your

audience with content

amplification?

What is the most likely journey this

audience group will make to your

site?

What content do they need

for every stage of the buying cycle?

What are your audiences’ key

interests?

What types of content do they like to consume?

On what devices do they consume this content and when?

Execution

The Execution phase of our content marketing is where we put into practice all of the research and planning that has been

carried out so far

Fresh Egg’s content team can support you by:

• Executing all of the content creation, optimisation and promotion

• Enabling your in-house team to do the above• Carrying out a combination of the above two ways of

working• Creating initial best practice content, promotional

messaging and material for your in-house team to use as a guide

• Working with your digital marketing and paid media teams to promote content

• Performing the content promotion for you

Execution

Reporting, Analysis and Insight

• Understanding the performance of your content and promotion is crucial

• Across all our teams, we set realistic targets for the content marketing activities

• This enables a robust measurement process, which will ensure understanding of the true value of the work

Reporting, Analysis and Insight

Reporting, Analysis and Insight

Fresh Egg have created a measurement plan for your content marketing, and this regular feedback is essential to understand

how your content is performing across all of the relevant channels. Here’s an example measurement plan:

Refinement

All the elements are in place. We’ve researched, audited, strategised, executed

and measured your content marketing. Now is the time to use all of this data to feed back

into the content marketing strategy, and assess how it is performing against business

objectives

Why is this essential?

• Continually refining your publishing and promotional strategy will drive better results

• Audience tastes can change quickly – it’s vitally important to keep track of this

• Platforms for promotion are continually changing• Your business will be constantly changing and your

content marketing needs to reflect this• Your business’ digital marketplace will be

continually changing, as competitors seek an advantage

Refinement

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

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

Or call us on 0845 373 1077

@FreshEgg