Pragmatic content strategy approach by EVG. Step by Step content strategy questioning process that can help any business to start taking control and advantage of its existing content assets, build on processes to support its commercial and customer support objective!

1. Content Strategy Design

2. The old rules of marketing no longer apply…
It s called TRAP (Television Radio And Print) for a reason…

3. Today, people CONSUME CONTENT about your
company, products and services before they ever
engage with your organization.

4. And more often than not they
consume this CONTENT online…

5. When they go online, potential customers are all about ACTION…
Your customers go to the web because there is something they
need to do — a question to research, a problem to solve, a trip to
plan, a product to buy.

6. We can help you create better user experiences by
creating content that engages, educates and empowers
your customers and motivates profitable action.

7. And it all starts with creating a CONTENT STRATEGY

8. A CONTENT STRATEGY plans for the
creation, publication and curation
of useful, relevant and engaging online
content for your company and customers.

9. We can help you not only understand
what content needs to be created,
but also WHY?

10. As a publisher for over a decade, we can help you think like
a publisher too. EVG has created a ten-step process to ensure
our content strategy delivers real results for your business.
EVG CONTENT STRATEGY
PHASE 1
• AUDIT your current content -- what is working and what isn t?
• IDENTIFY your content communication goals and objectives
• RESEARCH your target markets and audiences
• FOCUS on their interests and what they want from your content
• ALIGN your content with your brand values
PHASE 2
• CRAFT high-quality, original content that meets your customers needs
• PUBLISH your content across multiple platforms and touch points
• INVITE your customers to engage through forums, feedback, surveys,etc.
• MEASURE customer feedback and retention for better ROI
• EVOLVE your content based on solid metrics and customer feedback

11. AUDIT
As the first step to your content strategy design, the EVG team can help you better
understand the value and performance of your current content with an AUDIT

12. IDENTIFY
What are your content goals and objectives?
What is the state of your current content?
Branded and organized? or Disjointed and disorganized?
Who is currently responsible for your content and how are
content decisions made in your company?
What are your most urgent content challenges and how can we help?

13. IDENTIFY
WEB
Why is the website organized the way it is?
What content is on your site and why?
SOCIAL PLATFORMS & BLOGS
What is the current strategy behind what you are doing?
How would you like to leverage social networks and why?
DIRECT
Do you have any direct communications to consumers -- emails,
newsletters, etc.?
What is the purpose behind these -- inform, elicit feedback, make sales?
COMPETITORS
Who are your primary competitors? How do they use content?

14. RESEARCH
Who are your primary target markets?
Are there any secondary influencers?
How do current customers find and engage with your
company/product?
What platforms do they use to find information?
Do you know if and how prospects research your company/product?
Are there any outside factors that impact your content --seasonality,
trends, economic, etc.?

15. FOCUS
What types of information are they looking for -- prices, product specs,
reviews, industry trends, lifestyle tips, instructional, etc?
What types of content can reduce a prospect s effort to engage with
your company?
What do prospects need or want from your company/product?
What types of content would they find interesting and relevant?
How do they want to receive information -- website, facebook, twitter,
print, video, etc.?

16. ALIGN
Do you utilize any brand standards or language standards?
What are your key brand drivers?
How are your brand drivers linked to your business objectives?
What does your brand stand for in your customers minds?
Does the writing style of your current content have a voice -- friendly,
informative, educational, authoritative, etc.?

17. FORMULATE
Next, the EVG content specialist team will develop a customized strategy that is
consistent with your brand and designed to achieve your specific needs. We will:
• Synthesize input gathered today about your current content, your target
markets and your goals and objectives.
• Make informed, strategic and deliverable recommendations to achieve
your content goals via on-page copy, SEO copy, e-articles, blogs, social
media initiatives and more.
• Develop an integrated content calendar to support your objectives with
relevant and engaging content to empower customers and motivate
profitable action.

18. FORMULATE
• Propose architecture that identifies new content requirements by
page or component:
• Where will the new content be located?
• Why will we locate it there and what is the intent?
• What will the type or structure of content be?
• How will the metadata support the visible content?
• What message will it send out?
• What type of maintenance will this content need?