Content Strategy
Build A Data Architecture for Your Marketing Campaigns
The first thing that I notice when someone asks me they want to advertise their business, is the lack of understanding of what is needed in order to properly position your products or services for both paid and organic campaigns. Developing a content strategy is the foundation of successful on-line advertising.
Creative copywriting builds relationships. It doesn’t matter how well you target, what matters is how well potential prospects and consumers respond to your messaging. If you only have one voice, then you are only having one conversation.
Here are some things for you to consider in order to build your data architecture in conjunction with your messaging.
Content Grouping - is simply a way to segment different types of creative writing for your copy-writing team to develop messaging that presents a unique sense of identifying and solving problems for potential customers.
For example, if you are a loan company you may want to segment your conversations by types based on the different audiences that may need your services.
This could be those who need
a.) personal
b.) mortgage
c.) business
It is a common mistake to have one type of copy-writing to reach ALL audience groups. It is important to segment with a data architecture that identifies the market value of each silo. This can be achieved with a thorough content strategy.
EXAMPLE/CASE STUDY
Content Strategy A - personal loans has a market value for the month of September 50 leads and 10 closed deals conversions. ($50,000)
Content Strategy B - mortgage loans has a market value for September 150 leads with 5 closed deals. ($ 150,000)
Content Strategy C- business silo has a market value for September 25 leads with 2 closed deals. ($45,000)
If you attempt to reach all audiences with one angle in an attempt to appeal to each audience you will have no idea what is working as opposed to what is not. Each audience type should have it’s own identity; therefore each conversation should be distinct.
Even if you had a data architecture that simply identifies conversions (meaning those who completed what you wanted them to do, sign up, read blog, etc...), for all groups you will not be able to create intuitive strategies based on behaviors without marketing segmentation.
You would need a follow up sequence based on past behaviors. I.e. Business loan audiences are followed up with materials that represent what they would engage with, if you have silos with-in this segmentation niche to a certain type of loan you could also segment there as well.
I recommend that there should be more than one copywriter on the team. Those who have experience in the avenues that you are trying to communicate. There should be a minimum of three variations of each copy. You could also explore what mood or impact you want to make.
What are some of the pain points of each of these groups?
How do you propose to solve these problems?
What is your value proposition against the competition?
If you would like to develop a content strategy and data architecture for your next marketing campaign, sign up for a complimentary strategy session.