Six Months of Constant Changes .

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I often hear a call to action “be yourself”. This phrase surely is one that has a vast sense and means a lot but I cannot fully agree or say that it is something that everyone does in day to day life. In other words, I feel that in order to be yourself you first need to find yourself.

Moving to Sagittarius

Speaking personally, I realised that a human being is more complicated inside than it may first look from when I was a little boy, and that the continuous process of searching inside myself, triggered long time ago, pushed me to consider a change in job role.

To be honest after 4 years in the mobile games industry, it was not that easy to think about working with websites. But if you feel like something has to change in your life, it might not be a simple feeling. My senses were telling me that I was stuck in professional role without meaning. Therefore, as I did not want to put a limit on myself, I felt that there was a lack of a true challenge in my life and terrible hunger for the self-improvement, which then led me to Sagittarius.

The first thing, which made a serious impression on me was when I opened the Sagittarius website and viewed the page with team members’ profiles. For some people this may not be something extraordinary but I truly believe that it is a very important thing in our lives – to receive professional recognition. It makes you not a faceless employee but an individual with importance, and seeing all those shining people on that page was simply too much for me to decline the job offer.

Changes

From the very beginning I thought that a change in employment wouldn’t be easy and I didn’t want to make it so. A human body is very good at accommodating to different things so you have a chance to evolve essentially but only when you are forced and the ground is "shaking under your feet". Having everything new – development environment, work location, colleagues, etc was hard at first. Speaking another language (English) at work was not something completely new for me but it was also challenging.

However, I decided that it is not enough for me and besides switching my day schedule from owl to lark; I tried to watch my body – dieting and working out with dumbbells at home. Every day was really exhausting and after all those adventures I had my beautiful son full of energy, patiently (not really to be honest) waiting for his daddy to ride as a horse.

After the first month working at Sagittarius my first impressions were: wow I can actually handle it! I understood my new work process's and this finally gave me confidence. I lost about 20 pounds and changed my haircut for the first time in a decade - the fact, which made my wife to enjoy my work the same way I do.

More changes

Going further, I started to learn to drive by taking a number of driving lessons, I successfully finished them and purchased a car; made my first trip abroad to a Prodigy concert in Moldova and had an excellent rafting adventure with my new team over the South Bug. Too much change for the first few months huh? Well, I also took my first trip on an aeroplane to the beautiful city of Paris with my team – that was too much indeed!

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Feelings

Speaking about all of these changes – that was not something crazy just for the sake of it. I felt all of this was something natural along with the new work process and abilities which started to empower me. I believe that this was a long awaited process of searching myself, sort of coming of age. Honestly, I believe that every person has an exceptional ability to control their fate by controlling their own actions. And I feel that changes, which I had brought to my life are kind of a bet that had payed off. I hit the Jackpot!

Credits

I think the main reason of my smooth adaptation process and receiving joy from what I am doing are the people at Sagittarius. I highly appreciated the warm welcome and wonderful time I have had since joining. Everyone is more than just friendly and cheerful and that allows you to grow your confidence and attitude and to believe that your work really matters.

I know that the way ahead will be adventurous. But I’m sure if you’ve got a good company and people around, you can handle everything. Even a trickiest cross browser front-end defect :)

Whatever your business, be it a regional or global brand, the content you produce plays a vital role in your success. You know that… hence you’re reading this.

A well formulated and executed content strategy not only drives more traffic, at the core, it defines what your business is and helps build a strong connection between you and your audiences.

So let's quickly look at why developing a coherent content strategy is important and how setting clear goals and understanding your audience will elevate your online performance. 

What is a Content Strategy?

It's basic right? Content is at the core of how you define the way your business presents itself and an effective strategy should look to ensure that tone of voice, messaging and the core values are surfaced across all channels, from service or product pages on your website, to blog posts, through social media updates blah blah blah.

But let's keep it simple - your content strategy should be a clear roadmap that connects your marketing activities to your business goals. Align to your customer’s wants and needs and engage them at every interaction point and boom, you're in business. 

Who are my Audience?

You likely start all your projects with this chalked on the wall because your business knows “exactly” who its customers are right? Sounds obvious but we often find its not been done forensically enough (not based on data), is too old (more than 12 months ago - forget it) or its a spin off from some brand work that was legitimately aspirational but doesn’t face the reality of who you your business is actually engaging today.

So start (or circle back) with audience research, building out those personas to understand their ambitions, their lifestyle, their pain points or concerns, and crucially their wants and needs - in your context. 

Do I need to tailor content?

As part of your research find out where your audiences spend their time online and how they interact with content: Some may spend time thoroughly researching a product or service, whereas other audiences may want their content to be quick, snappy or easily digestible in the form of a video, infographic or short blog posts.

 

Ultimately, the key is to produce a strategy that creates the type of content your customers want to see:

  • What are the problems that your product or service will help them solve?

  • Who are they most influenced by?

  • What voices influence their behaviour?

  • What type of content do they consume?

  • Where do they consume content and engage with brands?

Different Content, Different Objectives

 All content is not born equal: When producing your strategy, it is important that the objectives for each individual piece are defined, that these fulfil your marketing objectives and tie to the overarching goals for your business.

There are various content frameworks that exist to aid content development in this way, but one that is popular and effective is Google’s hero, hub and hygiene method: It provides a framework on developing content to achieve different goals and gives guidance on the effort needed to create each type of content.

Hero Content

Hero content is essentially campaign content, it is big splash ideas designed to appeal to a large audience with the aim of telling your brand’s story at scale. 

Ways of measuring hero include the amount of PR mentions or links from authoritative domains plus social interactions and mentions of your brand across all channels. 

Considering the scale of hero campaigns, this content is not regularly produced and is reserved for peak promotional times where it’s important for a business to stand out from their competitors.

Hub Content

Hub content is the stuff that keeps your audience engaged, it expands on the themes of product or service level content, educates users and helps create a connection between themselves and your brand.

Hygiene Content

Hygiene content is the bread and butter of any website, it is the BAU content for products and services, it is SEO focused and targets important keywords at a product, service or guide level.

How do I manage all this?

Content development is only one part of the ongoing work needed when working with an effective content strategy. We call it “feeding the beast” because it really is the fuel in your brand vehicle and once you start you really can’t stop (if it’s delivering results) but that’s where performance measurement comes in.

Your greatest gift in managing the outputs from your hero/hub/hygiene style efforts is to understand If your content is working. To truly deliver results your business must first understand the objectives and goals of each piece of content to effectively measure its success. That as a guiding light from day 1 will let you slow down, speed up, stop or start new content briefs and projects.

Remember - content strategies are not set in stone. They are living breathing things and should adapt and pivot as insights become available and your brand naturally evolves.

If ever you want to chat content and explore new initiatives we’re always here to help.

want to speak to one of our experts?

 
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Sagittarius
sag-author100x100

Sagittarius

27 Sep 2017 - 7 minute read
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