This article previously appeared in Hotel Business Review on June 16, 2…
A content strategy that delivers results.
Content is currency. Content is king. Content marketing is the new advertising. Content marketing plays a critical role in an integrated marketing communications strategy. It also requires significant investment in people, process and technology to effectively master this evergreen approach to customer engagement.
Here’s how you get there.
Our robust content marketing strategy and planning services are designed to move customers through the buyer journey and build lasting customer relationships.
Approach to content marketing plans
The right content strategy should not only yield strategic insights into how to connect with customers, it should drive results for your business. Here is Mower’s Content Marketing Process:
- Strategize and Plan. Before creating anything, we want to know your target. That starts by defining your business goals, marketing objectives and KPIs, informed by SEO trends and smart keyword strategies.
- Measure and Optimize. With performance metrics and analytics reporting, you’ll have the valuable data you need to optimize your strategy.
- Create and Deploy. Next, you’ll need to develop an editorial calendar, define a process and create content that’s mapped to your buying cycle and tailored to your customers.
Key deliverables
When partnering with Mower, a full-service ad agency, you will receive a complete and documented strategy that highlights content marketing goals, business objectives and recommendations for how to best engage with your customers through content. This may include:
- Target audience personas
- Keyword strategy and recommendations for content themes
- Documented customer journey
- Measurement and optimization plan
Strategic output
Our content strategy and planning yield strategic insights into how to connect with customers in a highly effective and personalized manner that drives results for your business.
- Key messaging points are designed to answer the questions customers have at every stage of the customer journey.
- Review analytics data in real time.
- Recommendations for content execution will include content types, delivery channels, paid distribution recommendations and an editorial calendar.
What you can expect from Mower’s unique approach to content marketing
Our strategy and planning services include content creation for:
- Thought leadership
- Lead generation
- Lead nurturing and CRM
- Engagement
- Social media
- Media and public relations
- SEO
- Brand awareness
