I recently put together a stackable model for strategic content marketing for clients which places a heavy focus on content marketing. This allows clients to see at a glance how all of the strategic planning and execution phases of a marketing strategy work together and inform the later stages. It’s difficult when putting together proposals for clients for them to visualise how all of the pieces fit together. This content marketing stack attempts to do this.
There is an intensive focus on content marketing for good reason, because content – whether it’s paid, earned or owned is the foundation of all marketing activity.
Think of your website as a hotel you own
If we think of the marketing stack as a hotel building, the design, development, UX and maintenance of websites and apps are the concrete pillars, outer walls and structural integrity of the building. The chaos outside of the building is kept at bay by the sound management and security of our hotel.
The navigability through the building and way-finding through the building and attention to detail is the UX, IA and interface design. This ensures our guests find their way through the building, towards the various amenities and service offerings.
The website content is the reception desk, tourist information, customer service, sales team, marketing team, HR and general manager. It’s the heart and soul of a business – the human side. Content is the memorable experiential side which makes one business stand out from another. After all, you can have the nicest hotel in the world, but if the staff are rude or incompetent, you won’t have buckley’s chance of getting repeat guests. It’s the same with content. When it’s not performing as it should, or when the meaning and intention of your content is not clear – your users will go elsewhere.
Content is the foundational marketing principle from which everything else in a website flows…
I hope I haven’t taken this metaphor too far, and I hope you get my drift. Content is the foundational marketing principle that helps a business to grow from original concept to start-up to multi-national brand.