Strategy

The Different Approaches To Content Strategy

Posted on March 5, 2014 ยท Posted in Creating Content

There is no such thing as a one size fits all content strategy. Certain rules and procedures can be applied throughout, but good content strategy must be tailored precisely to what the website it is focused on, be it a new website in production or an old website that is simply looking to refresh itself. just as the Natural History Museum will prepare and display dinosaur bones and ancient mummies in completely different environments, so too should your marketing strategy meet the needs of the content and audience it is dealing with.

An eCommerce website selling bikes will target a vastly different audience to that of a showroom website for a prestigious auction house. Even if both websites are built using the same template or content management system, the end user user, and therefore the digital marketing strategy, must be marked in its differences. this is why understanding your audience is so vital. the outdoor-loving biker will respond to approached and digital outlets that would not work with the avid antique collector – ad each will seek different ideas from the websites they frequent. The content strategist, then, must understand what makes each website singular and tailor the method from here.

Below are two examples of different case studies looking content strategy approaches for Adobe and The Guardian. These organisations both took different, but equally effective, approaches to their content strategies to bring success.

CASE STUDY ONE – ADOBE

Media giant Adobe took a singular route to develop a content strategy for their new marketing too, Adobe Marketing Cloud. In essence, they spent a year using the product to devise a content strategy for itself. Its seems obvious in retrospect, yet still has a ring of genius about it. Adobe also decided to promote the research and development process of the strategy as a public debate on the effectiveness of digital marketing. This proved to be an inspired move, resulting in good exposure for the new product on social media channels and print media.

Adobe then ran a series of video campaigns which resulted in the highest return – as did a live debate, viewable through a Facebook APP. However the APP’s return dwindled significantly once it was limited only to replays of the debates, but a follow up target Twitter campaign boosted the APP’s performance yet again. Adobe also discovered that organic traffic to the website had higher rates of engagement with the audience than paid traffic from ads and as a result decided to discontinue the paid traffic approach.

In the end, the whole exercise not only provided Adobe with all the metrics they needed to target their content, but it did the job of successfully promoting their Marketing Cloud product. A definite win-win approach.

CASE STUDY TWO – THE GUARDIAN

News websites can be tricky. naturally, they have the highest turn over of content on the web, and reporting factual events leaves you with the same content as your competitors. There is also a problem, of generating revenue from websites which, for many, replace the need to buy the newspaper. Many news websites have adopted a ‘pay wall’ approach, charging consumers for premium content, while others rely on advertising revenue to keep the content free, such as The Guardian.

The Guardian website is a great example of well presented and well-organised news content. the initial landing page is tidy and user friendly, handling the varied content with ease. The Guardian took a number of steps to meet this opportunity, including a change of domain from .co.uk to .com; the expansion of news content on both the website and APP to allow country specific filtering and the amalgamation of several websites into one.

Since these changes. the Guardian website has continued to grow into a successful entity all on its own, catering to its own specific audience, rather than simply existing as a digital version of the print newspaper.

DIFFERENT DIRECTIONS, SAME OUTCOME

Adobes decision to make the creation of their content content strategy a marketing tool of itself maximised all the elements at their disposal. Direct engagement with their audience created more buzz, and led to more converted traffic, than simply buying ad space. By making the consumer part of the process, you can utilise the singular nature of the web, tailoring engagement directly to the user.

The Guardian understood that knowing the audience is vital. once they had become aware of the huge international interest in their website, they reacted immediately. change can be a good thing, move with the times and keep up to date with the needs of your audience. Simply changing the portal may seem passive, but it worked for the consumer.