How we shifted towards a new content marketing model and strategy (and what that can mean to you)
From content to content marketing
Dirk, one of our senior consultants, describes the process:
As a team, we’re highly skilled in thought-leading content. Still, we felt it was time to reassess our approach:
In a very open brainstorming session we gathered feedback on how our team was organized and what makes them happy doing their jobs as content marketers. Our customers’ needs were plotted against this and...
We discovered we had a whole range of marketing services to offer, every single one spilling over into one another or fitting together perfectly. The result? A new content marketing canvas that ranges from thought-leading content to lead generation, that is both strategic and operational.
Our new content marketing model in practice
As eager as we are to start writing, we can now define more accurately what content should look like, where it will be published and what purpose it has, by defining the basic building blocks together with our customers. This might look like this:
That way we can maximize the potential of any content item we create.Everything always delivered in an agile way. Before we start writing a long read, whitepaper or e-book, we check with our customers in how many sprints we should (and will) deliver.
What’s different about the content marketing model compared to before?
We can now shift from the operational part to the strategic part in our model and from more thought-leading content to lead generation and back. This means our approach is more holistic. Once we capture what you need, our team combines its strengths.
Focus on visualization
The shift in our approach also helps to focus more on visualization. We’re creating more video and our content marketing workshop recently became a visualization workshop that defines the needs of your unique content marketing. We’ve greatly enjoyed working out this new content marketing approach and canvas.
Are you interested in creating a content marketing canvas that’s tailored to your needs? Let's talk!