Content strategy.

Content marketing is an essential element in today’s marketing mix. Quality content engages existing customers and attracts new audiences. A well-conceived content strategy assists potential consumers to make decisions that are right for them.

By providing high value content, you will win trust and, as a result, win clients or customers.

About content strategy.

A content strategy should support the organisation’s business objectives. It defines goals, target groups, content themes, indicators and operating methods in practice.

How this content finds its way to the intended audience warrants special attention.

Under normal circumstances, we advise our clients to produce content on three levels:

In-depth content which supports thought leadership
Tactical content which generates sales
Content that builds familiarity and supports a sense of community

This strategy aligns itself to all stages of the buyer’s journey intuitively and naturally.
The content serves the audience and supports the publishers’ objectives.

Content marketing requires careful planning to maintain an appropriate cadence and quality. To ensure cost-effectiveness, we need to create a smooth production process within budget and objective constraints.

This method uses different channels and tools, as well as analytics to measure impact.

At DPR&Co, we create high quality content, often in collaboration with our client’s internal marketing team. We engage our clients’ expertise early in the development and production process, coaching, motivating and helping them function as high-quality sources for excellent content.

Approach.

At DPR&Co, we ensure your content passes what we call ‘the real and relatable test’.

We use real audience insights to deliver compelling user experiences and buyer journeys. The process we’ve developed to achieve this is called Barracuda.

Barracuda consists of four key stages:

Setting objectives that align with your business goals: Defining whether your content strategy objective to engage, educate, nurture, convert, or a combination thereof.
Building audience personas: Spending the time to understand who your audience is, what motivates them, what annoys them, what their values and pain points are, where they hang out online, and so on (see our guide to creating buyer personas here).
Defining your content pillars: Understanding the key content areas that form the foundation of all your messaging. This step is crucial to creating a content strategy that delivers transformative results.
A robust content plan: Based on the outcomes of the above stages, we define the channels your brand operates in and what content you should prioritise and where it should appear.

The Barracuda process.

Process.

Data forms the backbone of every successful content marketing campaign and our content strategies are built entirely around insights and keyword landscaping.

We gather input for the Barracuda process from a collaborative discussion between us and your internal team for most small-to-medium-sized firms. If you have any third party research we consider that during this session. DPR&Co also leverages data insights and research reports from reputable global and national sources, such as Nielson and IBIS.

Think of us as an extension of your team. We go to lengths to ensure you feel connected and in control through the process. Every result delivers further insights, so we keep you updated with regular reports and suggestions during and post-campaigns.

Our delivery.

Many companies turn to us for content marketing as part of a multi-channel strategy. In every case, our results exceed expectations – increased sales, boosted search visibility, increased the volume and quality web traffic, and delivered higher conversion rates.

A specific case study saw DPR&Co take a well-known Australian FMCG brand to #1 position on Facebook in just 6 months, which led to the brand securing ongoing shelf space in one of the major retail chains across Australia.