Start Your Omnichannel Adventure Today! .
Omnichannel is undeniably powerful. But creating a successful multi platform strategy can be complex and expensive. Its all about the right way of using and adapting your marketing platforms from your website and email marketing to your social media.
You may have also heard increasing amounts of information about omnichannel in todays marketing landscape/ press and have maybe been wondering about how this can benefit your brand.
As the UK’s leading digital agency and in response to this growing topic we would are pleased to confirm that Sagittarius has been appointed a exclusive strategic UK launch partner for a new and and exciting omnichannel assessment tool.
The online omnichannel assessment tool is part of the Networked Business Initiative (NBI), a European programme in partnership with Danish Chamber of Commerce, Copenhagen Business School and global platform provider Sitecore.
We would like to encourage as many people as possible to take the omnichannel assessment, which will take 20 minutes to complete. From this you will be able to map out how strong your strategy is and pinpoint where you need to improve.
By taking the omnichannel assessment brands will:
- Benchmark their business’s omnichannel maturity
- Better under the opportunities and benefits omnichannel presents
- Benchmark progress against other UK and European business’s
- Highlight future areas for improvement to provide a complete omnichannel experience for customers
You can also ask your team members to complete the assessment, which will also give you an overview of individual and departmental understandings of your business's omnichannel maturity. All you need to do is register yourself and then before you start the assessment, click the link to invite your team!
In short, it is a tool that enables you to make informed decisions from actionable insight for digital success!
Start your omnichannel adventure here: https://sagittarius.networkedbusiness.org/omnichannel
Next Steps
Once you have completed the assessment, the results will be shared with you, along with wider advice on what your next steps should be to omnichannel success.
If you would like to talk about the assessment in more detail, please get in touch with me or any of the team via sarah@sagittarius.agency or call 01233 467800.
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:
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What are the problems that your product or service will help them solve?
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Who are they most influenced by?
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What voices influence their behaviour?
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What type of content do they consume?
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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.
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