Content marketing in 5 steps

1. Determine your goal

Everything starts with the question: what is your goal? More publicity for your brand or product? Thought leadership? More leads? What is your ultimate goal and what are your goals per phase? And per target audience?

2. Get to know your audience

Creating relevant content is impossible without knowing your audience. What moves and concerns them? What makes them happy or angry? Create personas and you know what kind of content you need.

3. Define a content marketing strategy for the entire customer journey

Once you know your audience, you know exactly what’s needed in every phase of the AIDA-model and the customer journey. This is the starting point for creating a content marketing strategy: the right content through the right channel at the right time.

    4. Creating content

    It’s time to hire professional copywriters, designers and content specialists. Because just content is not enough, you want valuable content. A surprising blog, moving video, a clarifying whitepaper or hilarious infographic.

    5. Analysing and optimisation

    A good content marketing strategy isn’t based on assumptions. After research into your target audience and creating suitable content it’s time for data analysis. What’s working? And what’s definitely not? This is how you optimise in a data driven way for maximal conversion.

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    Jorinde bijgesneden
    I create content that is perfectly attuned to your customer in every phase of the customer journey. As David Beebe (prior content lead at Marriott) says: content marketing is just like a first date. If you only talk about yourself, there won’t be a second one.

    Jorinde Beijerling, content marketer at Crossphase

    Strategic content marketing strategy

    Developing your content marketing strategy from scratch? Or taking your current strategy to the next level? Whe are here to help. For IGO Promo we formulated a content marketing strategy in 6 weeks. The plan consisted of measurable goals and content formats for different phases of the customer journey. And we formulated a content year plan that could be implemented directly. Curious about our approach?

    Read our case study

    Need support with content marketing and content creation?

    The content marketers at Crossphase assist companies in every phase of their content marketing process. Ranging from research into the target audience to content strategy and content creation. We have the right specialist for every project. We can help you with:

    Marketing plan and content calendar

    Our experienced specialists will help you with finding the best (blog) subjects, making a content calendar or content planning.

    The right content for every phase in the customer journey

    Our copywriters write goal-oriented content for every phase of your sales funnel. A blog that attracts attention? A call to action you have to say yes to? Leave it to our specialists.

    Data analysis for data driven optimisation

    We look into the analytics for you or will design an A/B test as a data driven basis for optimisation. Let’s sharpen that strategy and planning.

    Marketing campaigns through social media and SEA

    A well written article deserves a well written ad, newsletter or social media post. If you wish, we help you promote your awesome new content.

    Need advice about or support for content optimisation? An exploratory meeting is always free and without any obligation.

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    Bas Booster
    Account Manager

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