No matter the field you’re in or the size of your business, you need content. But the real question is this: what kind of content do you need?
This is where the differences between content strategies abound. For example, a law firm will likely need a completely different type of content strategy as compared to a tech startup, just like a retail store would as compared to a non–profit organisation. But even for businesses in the same field, content strategies can still differ.
This is because there is no one-size-fits-all content strategy solution. What businesses really need is a tailored content strategy plan that can help them achieve their individual goals. To do this, brands should first consider their organisation’s goals, upcoming campaigns, and target audience to determine what sort of content will work to bring in the right business results. Beyond this, it’s also important to consider where the content should appear — this could be a company’s social media page, blogs, or op-eds that are pitched to publications, articles that are published on an executive’s LinkedIn page, or gated content on a dedicated microsite.
To illustrate this, let’s take a look at some of the clients we’ve worked with to create a content mix that works:
RGF
Goals: brand awareness, lead generation, capturing media attention and establishing market leadership.
Audience: HR leaders across Asia Pacific
Recruitment agency RGF wanted to grow its business across the region, capture media attention and establish itself as an expert in HR and recruitment. We worked with them to develop a series of long-form reports based on a survey of both HR executives and job candidates.
We worked with RGF to dive deep into the survey results, identify trends and develop insights. From there, we wroe and designed the reports, which were published on an RGF landing page and gated to help the company generate qualified leads. In addition, we helped pitch the reports to relevant publications across the media landscape and worked with RGF to interpret key findings as infographics and blog posts that were posted on social media and their website.
Results: In 2019, RGF received 50 pieces of media coverage in three languages across four countries, resulting in a reach of over 13 million people.
Kimberly-Clark
Goals: Amplifying Kimberly-Clark’s mission, vision and corporate reputation and strengthening the personal brand of its senior executives.
Audience: C-suite business leaders, consumers
Kimberly-Clark’s executive team understood the importance of regular LinkedIn posts for personal branding, but they did not have the time required to execute the content they wanted to post. We worked with them to first understand the goals of both the company and individual executives, which we then used to curate a content library of long-form thought leadership pieces and company news that would perform successfully on LinkedIn. We also worked with Kimberly-Clark to produce regional content that was shared on its global corporate social media pages.
Results: In 2019, the average number of views per LinkedIn post increased by 74% and the average engagement rate saw a 3.6X increase, resulting in significantly higher follower growth for Kimberly-Clark.
Trouble Brewing
Goals: brand awareness, increased online sales
Audience: consumers
Though we’ve worked with Trouble Brewing on its social media campaigns since it launched, in 2020 the craft beer company had to quickly pivot from B2B operations to B2C due to the impact of COVID-19 restrictions on Singapore’s F&B market. With the shift in audience, Trouble Brewing wanted to reach consumers and let them know that they could directly order from the brand online and receive fast delivery. We worked with them to craft the copy and produce creative assets for their paid digital ad campaigns,rolling out a new digital strategy in just 48 hours.
Results: Trouble Brewing earned a 20.3X return on ad spend, sold 200 cases of beer in 48 hours, and had an opinion piece about its success published in The Business Times.
As demonstrated here, these three businesses used different content strategies to grow brand awareness, market themselves as leaders in their fields and capture media attention. By considering not only your goals, but who your audience is and the type of content that will work best to reach your audience, you can also craft a content strategy that will translate into real results for your business.
Know your objectives but need help finding the right content strategy? We can help. Drop us a line anytime at hello@mutant.com.sg to have a chat.