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Fresh Egg’s Five Steps to Content Marketing
ExcellencePart Two
Content marketing is competitive. It is no longer an option to just publish and hope ’they will come‘.
Every step of the way has to be planned out in meticulous detail – from who will read it, what
content you create and in what format, to when to publish and how to promote it
This is why Fresh Egg applies our five-step approach to all content marketing projects that we
undertake
In part one, we explored our discovery process, looking at user intent, auditing your current
content and what do with your own data
• Part two is the continuation of our five-step approach, looking at the final four steps:
• Planning and setup• Execution
• Reporting, analysis and insight• Refinement
Planning and Setup
Step two of our five step approach is all about turning the discovery work carried out in step one, into a plan for creating,
publishing and promoting excellent content for your website
The first step is to create a content strategy that:
• Fill gaps identified in the Discovery phase• Be business and search engine friendly• Creatively meets the needs of your audience• Give your audience the information it needs at all points of the
buying cycle (Trigger, Awareness, Research and Choice)• Join up your audience’s journey – across devices and platforms
using relevant calls to action (CTAs) and messaging• Target your audience groups for content promotion• Identify how to create top quality content as economically as
possible• Identify the content types that need to be created
Planning and Setup
Audience personas
Audience personas
As part of our planning and setup step, Fresh Egg builds audience personas to help plan and execute a content strategy. These can be as
simple or detailed as required
The most important factor in their creation is ensuring that they represent your audiences, the problems they are trying to solve and
how best your site’s content can meet their needs
Audience personas – questions to ask
What problems do this group need
solving?
What are they searching
for online?
What are the key messages to help sell your products
or services?
Where is the best place to target your
audience with content
amplification?
What is the most likely journey this
audience group will make to your
site?
What content do they need
for every stage of the buying cycle?
What are your audiences’ key
interests?
What types of content do they like to consume?
On what devices do they consume this content and when?
Execution
The Execution phase of our content marketing is where we put into practice all of the research and planning that has been
carried out so far
Fresh Egg’s content team can support you by:
• Executing all of the content creation, optimisation and promotion
• Enabling your in-house team to do the above• Carrying out a combination of the above two ways of
working• Creating initial best practice content, promotional
messaging and material for your in-house team to use as a guide
• Working with your digital marketing and paid media teams to promote content
• Performing the content promotion for you
Execution
Reporting, Analysis and Insight
• Understanding the performance of your content and promotion is crucial
• Across all our teams, we set realistic targets for the content marketing activities
• This enables a robust measurement process, which will ensure understanding of the true value of the work
Reporting, Analysis and Insight
Reporting, Analysis and Insight
Fresh Egg have created a measurement plan for your content marketing, and this regular feedback is essential to understand
how your content is performing across all of the relevant channels. Here’s an example measurement plan:
Refinement
All the elements are in place. We’ve researched, audited, strategised, executed
and measured your content marketing. Now is the time to use all of this data to feed back
into the content marketing strategy, and assess how it is performing against business
objectives
Why is this essential?
• Continually refining your publishing and promotional strategy will drive better results
• Audience tastes can change quickly – it’s vitally important to keep track of this
• Platforms for promotion are continually changing• Your business will be constantly changing and your
content marketing needs to reflect this• Your business’ digital marketplace will be
continually changing, as competitors seek an advantage
Refinement
Get in touch to find out how our content team can help you drive engagement and conversions.
Visit www.freshegg.co.uk/content-marketing
Or call us on 0845 373 1077
@FreshEgg