Typically a half-day event, the workshop captures all the information needed to build a content creation plan. This includes:
Clients are encouraged to bring to the workshop management team members, the marketing team as well as sales and service staff who deal with prospects and customers on a daily basis. This ensures a 360-degree view of the type of customers the client wants to attract and win.
After the content strategy workshop has been completed, the information captured is tested and used to create a set of keyword phrases that will be important to any digital marketing campaign. Using a series of SEO tools we have access to, we will analyse existing search traffic volumes, keyword competitiveness and current client rankings.
Following that full analysis, a content strategy plan together with an initial first quarter content action plan is produced. Those documents will identify what content needs to be created to place on the client’s online channels to attract and convert visitors. This typically is a joint approach where both the client and Toast Inbound have responsibilities to ensure that the strategy is delivered.
Types of content identified in the plan that Toast Inbound can produce with clients may include:
The content strategy plan becomes an activity guide for targeted inbound marketing but is also used by our client marketing teams in all kinds of activities – both online and offline.
We have been running content strategy workshops for over four years now and find them a vital tool as part of developing your digital marketing strategy. We can take you through the essentials of a content strategy, but we can also share some examples to help.
From our business experience across many industry sectors, we will help you identify the critical factors behind identifying target personas and business value propositions. Together, these then inform the competitor evaluation and keyword research that take place to complete the plan.