Apply our five step approach to content marketing - discovery, planning, setup, execution, reporting, refinement - and achieve content marketing excellence, creating and promoting quality content to your audience. www.freshegg.co.uk/blog/content-marketing/fresh-eggs-five-steps-to-content-marketing-excellence-part-two In this deck, we explore the final four steps approach in detail and dive a little deeper into the the planning, execution, reporting and the refinement stage. You can find more information on Fresh Egg's content marketing work here: www.freshegg.co.uk/content-marketing

1. Fresh Egg’s Five Steps to
Content Marketing
Excellence
Part Two

2. Content marketing is competitive. It is no longer
an option to just publish and hope ’they will come‘.
Every step of the way has to be planned out in
meticulous detail – from who will read it, what
content you create and in what format, to when to
publish and how to promote it
This is why Fresh Egg applies our five-step
approach to all content marketing projects that we
undertake

3. In part one, we explored our discovery process,
looking at user intent, auditing your current
content and what do with your own data
• Part two is the continuation of our five-step
approach, looking at the final four steps:
• Planning and setup
• Execution
• Reporting, analysis and insight
• Refinement

4. Planning and Setup

5. Step two of our five step approach is all
about turning the discovery work carried
out in step one, into a plan for creating,
publishing and promoting excellent content
for your website

6. The first step is to create a content strategy that:
• Fill gaps identified in the Discovery phase
• Be business and search engine friendly
• Creatively meets the needs of your audience
• Give your audience the information it needs at all points of the
buying cycle (Trigger, Awareness, Research and Choice)
• Join up your audience’s journey – across devices and platforms
using relevant calls to action (CTAs) and messaging
• Target your audience groups for content promotion
• Identify how to create top quality content as economically as
possible
• Identify the content types that need to be created
Planning and Setup

8. Audience personas

9. Audience personas
As part of our planning and setup step, Fresh Egg builds audience
personas to help plan and execute a content strategy. These can be as
simple or detailed as required
The most important factor in their creation is ensuring that they
represent your audiences, the problems they are trying to solve and
how best your site’s content can meet their needs

10. Audience personas – questions to ask
What problems do
this group need
solving?
What are
they searching
for online?
What are the key
messages to help
sell your products
or services?
Where is the best
place to target your
audience
with content
amplification?
What is the most
likely journey this
audience group
will make to your
site?
What content do
they need
for every stage of
the buying cycle?
What are your
audiences’ key
interests?
What types of
content do they
like to consume?
On what devices do
they consume this
content and when?

11. Execution

12. The Execution phase of our content
marketing is where we put into practice all
of the research and planning that has been
carried out so far

13. Fresh Egg’s content team can support you by:
• Executing all of the content creation, optimisation and
promotion
• Enabling your in-house team to do the above
• Carrying out a combination of the above two ways of
working
• Creating initial best practice content, promotional
messaging and material for your in-house team to use as
a guide
• Working with your digital marketing and paid media
teams to promote content
• Performing the content promotion for you
Execution

14. Reporting, Analysis and
Insight

15. • Understanding the performance of your content and
promotion is crucial
• Across all our teams, we set realistic targets for the
content marketing activities
• This enables a robust measurement process, which will
ensure understanding of the true value of the work
Reporting, Analysis and Insight

16. Reporting, Analysis and Insight
Fresh Egg have created a measurement plan for your content
marketing, and this regular feedback is essential to understand
how your content is performing across all of the relevant
channels. Here’s an example measurement plan:

17. Refinement

18. All the elements are in place. We’ve
researched, audited, strategised, executed
and measured your content
marketing. Now is the time to use all of this
data to feed back into the content marketing
strategy, and assess how it is performing
against business objectives

19. Why is this essential?
• Continually refining your publishing and promotional
strategy will drive better results
• Audience tastes can change quickly – it’s vitally
important to keep track of this
• Platforms for promotion are continually changing
• Your business will be constantly changing and your
content marketing needs to reflect this
• Your business’ digital marketplace will be
continually changing, as competitors seek an
advantage
Refinement

20. Get in touch to find out how our content team can
help you drive engagement and conversions.
Visit www.freshegg.co.uk/content-marketing
Or call us on 0845 373 1077
@FreshEgg