Content Strategy

Evolving Content Strategy

The starting place for this research was a recognition that content is more important in marketing than ever. With a clear understanding of its value, this chapter highlights how content strategy is evolving and key trends and opportunities marketers should pay attention to. Balancing brand building with activation Les Binet and Peter Field’s research into […]

13 minute read

Measurement and Attribution in Content Strategy

Measurement is a fundamental part of data-driven marketing, enabling marketers to make more informed decisions and improve the effectiveness of their content strategies. Measuring content The Content Strategy Fundamentals chapter of this research stressed the need for continuous improvement and optimisation of content. Measurement should therefore be seen as a process that can feed into […]

4 minute read

Developing an Effective Content Ecosystem

Having a robust content ecosystem is a fundamental part of any content strategy, so marketers must make sure they know how to build one. Content distribution A well-recognised but effective model for content distribution, paid, owned and earned media offers a way of categorising channels and activity, which enables teams to better understand the different […]

10 minute read

Content Strategy Direction

From setting objectives and KPIs to developing a content and tone of voice guide, there are several tried and tested methods for ensuring content strategies align with the rest of the business. Ensuring alignment and direction A number of interviewees for this research noted the importance but also the challenges around alignment in content strategy. […]

8 minute read

Content Strategy Principles and Approaches

The best content strategies come from marketers that understand the core principles and how they inform different stages of the campaign process. An omnichannel approach to content As ‘omnichannel’ is an overused term, it is important to be clear about the differences between it and the similar term ‘multichannel’. Shopify has defined this difference in […]

14 minute read

Content Strategy Fundamentals

Once the context has been established, it is time to start forming a strategy. To ensure those strategies are effective, marketers must first understand the fundamental elements of a good content strategy. The fundamentals of strategy In content strategy, it is important to be clear about the difference between a strategy and a plan. In […]

12 minute read

Content Strategy Context

Before beginning to consider useful approaches for content strategy, it is important to be clear about what is meant by the terms associated with it and the context within which it operates. Defining content strategy ‘Content’ is a broad descriptor that may relate to any information, material or experience that is directed towards an audience […]

5 minute read

Content Strategy: A Summary

This research is designed to provide marketers with practical and essential guidance on all aspects of content strategy. The role of content within marketing and digital marketing practice has never been more important than it is now, but it remains an area of constantly changing practice, with evolving dynamics around technology, content production and distribution, […]

2 minute read

Quick Guide to Brand Purpose

This quick guide provides advice for businesses seeking to define or rework their brand purpose. It looks at why brand purpose has become a vital component of modern marketing, and why integrating and communicating it effectively can help win customer loyalty and increase employee satisfaction and retention.

Content Marketing Best Practice Guide

Content plays a vital part in any brand’s marketing strategy, supporting business objectives at every stage of the purchase funnel. This report provides best practice guidance on building an effective content marketing strategy to enable brands to engage audiences in creative ways that promote authenticity and trust.