A simple guide to creating an online content strategy

1. Content Strategy
• Identify, agree and use all relevant existing content to create the
ideal strategy
• Key message penetration via collaboration
• Build creative relationships within the organisation and with
stakeholders to supply new content
• Create the correct balance between Paid, Owned and Earned
media
• Establish and exploit your ‘inner media company’
A route map for optimum content creation
and delivery

2. Paid, Owned and Earned media, supercharge
their impact through convergence
• Paid: (Advertising: print, TV, radio, web)
• Owned: (Corporate website, landing pages, blogs, e-shots, brand
community, etc)
• Earned: (Social, blogs, forums, review sites, etc)
Each of these channels will play a critical role in your brands
content strategy, but to maximise opportunity and
efficiency, when appropriate we merge two or more channels into
Converged-Media

3. Content from many media to many places

4. Creating Converged Media
Converged Media utilises two or more channels of paid, earned, and
owned content. It creates and enables a consistent
storyline, look, and feel. All channels work to supply a
synchronicity, enabling brands to reach customers exactly
where, how, and when they want, regardless of channel, medium, or
device, online or offline.
With the customer journey between devices, channels, and media
becoming increasingly complex, this strategy offers
fast, controllable, key message delivery to target.

5. Team
Structure &
Organisation
Planning
Content
Narrative &
Brand
Strategy
Content Execution &
delivery of Planned
Content
Creative
Newsroom
Deployment
Converged
Media Models
Real Time Command
Centre Operations
Employee & Client
Advocacy
Content: Your
brand becomes
a content
machine, produc
ing content, day
in, day out
Relevant: Your
brand produces
quality content
that changes
customer
behaviour
Fresh: Content
is published
without approval
bottlenecks
Omnipresent:
Your content is
everywhere
Agile: Sourcing
and delivering
content fast!
Business
Centre of
Excellence
Enterprise
Collaboration
Identify Roles
& Task
Ownership
Content Audit
3rd Party
Research
Stakeholder
Audits
Campaign
Collaboration
Technology
Adoption &
Deployment
Content
Governance
Client &
Employee
Enablement
Cross Team
Collaboration
Stakeholder
Alignment
Content
Production &
Analytics
Integration
Workflow
Management
Integration
with Paid
Media Team
Technology
Partnerships
(Publishers)
Enablement
Planning Execution
Infrastructure
Exploit your inner
media company
Brand&ContentStrategyBusinessStrategy

6. Data-mining for new content & opportunities
• As a brand you will have rich data that can be used to
create conversations & messages.
Advertisements, white-
papers, presentations, blogs, campaigns, etc, all can
tell a good story.
• We are also research experts, we search and plan
ahead for the best publishing opportunities. Creating
relationships with all media to optimise opportunities.
• The world is information-hungry. Creating
strong, persuasive & entertaining content and
delivering it to the right audience, is the essence of
effective brand positioning.

7. How is data sourced and placed?
• Through use of the appropriate marketing software:
Hubspot, Eloqua, Vocus, Outbrain, Taboola
• Specialist relationship building software: Vuelio for
managing professional stakeholder interactions; FENS
for sourcing embargoed media opportunities and
building media profiles.
• And by creating good media relations, both online
and offline! Becoming the reliable, go-to experts for
informative content

8. What will the content feel like, what will it
do?
• Good content should have a constant
presence, like a pulse, or beat of a drum
• Ubiquity is not wrong. In a multi-channel
environment, you can’t overkill a good, strong
message
• Great content delivered correctly will enable your
brand to be seen exactly as you design.
Influencing, persuading, who, where and when
you want

9. And how do we measure success?
• Integrated into the enablement plan is a set of
metrics, agreed to client need, giving an accurate
measure of what success means in your terms
• Across the marketing mix we can include; real-
time
conversions, leads, applications, revenue, cost per
acquisition (cpa), ROI
• We can also supply a comprehensive qualitative
overview of any campaign or current brand profile
integrated into the main plan