Introducing Content by Sagittarius.

introducing-content

Sagittarius launches new content offering to help marketers make the most of their content.

Marketers have been told for years now that ‘content is king’ and that to build brand awareness, customer affinity and sales they need to be ‘doing content marketing’. They’re under huge pressure to deliver quality, interactive content that truly adds value to their customers’ lives.

But it’s not that easy…

  • Customers are more discerning than ever – quickly tuning out when confronted by thin content or lacklustre experiences
  • Content created by various departments across the business can lead to lack of clarity, divergent voices and conflicting experiences
  • Many marketers have inherited a ‘black box’ of content that’s accumulated over the years that is dragging down the website

If you find yourself nodding in recognition of one or more of the statements above – don’t worry. We can help!

Our approach

We’re launching a new content support service to help you assess your current content against a framework of engagement and relevancy.

  • Insight – data-led analysis of where you are now and where you want to be
  • Strategy – actionable recommendations to move your content marketing forward
  • Content and Creative – images, messages and brand narrative that deliver relevance
  • Customer-Centric – putting the customers at the heart of all future activity
  • Multi-Channel – delivering value where customers are regardless of channel or device

Our solutions

We now offer three different solutions that can help you get your content marketing started or put back on track.

Content reviews

We can help you get a handle on what content you have and identify quick wins or long-term recommendations on how to best optimise your content marketing activities.

Content Health Check 
We’ll identify the content you currently have by performing a high-level content audit. We’ll assess your performance against an industry benchmark to score your content maturity. This is both useful in isolation but also as part of an annual/bi-annual progress plan.

Content Assessment and Action Report
We dive deeper into the content audit as well as pulling together a broad measurement framework to identify how your content is performing. We’ll also create a series of key recommendations, quick wins and potential improvement projects to support your thinking/planning.

Content Review
In addition to the content audit and measurement framework, we’ll also assess your competitors to highlight content gaps or to assimilate best practice. We combine all this to create a detailed roadmap of short/medium/long-term recommendations to create a best-in-class content experience that delivers competitive advantage.

Content strategy

A robust content strategy is the solution you need to plan the creation, delivery and maintenance of your content over the long-term. It’s how you can deliver a consistent and cohesive experience to customers, regardless of the channel they’re using.

Our Content Audit and Strategy provides an in-depth look at what content you have and where to go from there.

It answers the big questions: Why are we creating content? Who owns content in your business? Who is the content for? Who is responsible for creating it? How will it be used? How will content be maintained? What format will it take? Where will it live?

Your Content Audit and Strategy will be bespoke to you, but will likely draw on the following elements: 

  • Content audit with search volumes for relevant keywords
  • Measurement framework to help define and measure success
  • Competitor audit and content gap analysis
  • Audience and channel priorities
  • Message hierarchy and tone of voice documentation
  • Workflow and governance recommendations
  • Editorial roadmap with short, medium and long-term recommendations

Creative services

Do you need quality imagery or copywriting for your next campaign? Or perhaps now is the time to get started with video? Do you need editorial support for your brand? Or do you have a migration project that feels overwhelming?

Not all brands have the resources or the time to create the content they need or to manage large content projects.

That’s where we come in.

Whatever the brief, whether it’s managing an overall project, like a video or photo shoot, or diving into the details by supporting a specific project in your CMS, we can act as a creative extension of your team.

What are you waiting for?

There are huge gains to be had for brands that get content and storytelling right. Whether you have a specific project in mind or just want to start the conversation on what’s possible, do get in touch with me today. Email me at julie.reid@sagittarius.agency or call 01233 467800, I'd love to hear from you!

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
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Sagittarius

22 Nov 2018 - 5 minute read
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