SITRUS is a content agency that helps brands create smart content throughout the entire customer journey to attract, engage, and convert audiences. It has 180 employees across 5 Nordic countries and focuses on developing global content strategies and activation plans. The document discusses SITRUS's smart content model and how quality, sustainable content ecosystems can inform audiences and build brand loyalty at each stage of the customer journey from discovery to advocacy. It emphasizes that content strategy must be aligned with business, brand, marketing, communications, and sales strategies to have the greatest impact on a company.

1. SITRUS
Content at the Heart

2. New kind of
content agency
Content across the entire
customer journey
Attract Engage Convert
Global perspective
Nordic presence
- 180 people
- Representing 10 nations
- Sitting in 5 countries
- English strength
- Network of sister
companies within the
Nordic Morning Group

3. Brand impact
through
smart content
Brands need SMARTER content – not MORE content

11. GREAT
PLAN

12. • Filters top-level
strategies
• Tangible and
actionable guidelines
• Impact and drives business
CONTENT
STRATEGY

13. Business
Strategy
Brand
Strategy
Marketing
Strategy
Comms
Strategy
Sales
Strategy
Content Strategy
Activation Plan
Social Media Strategy
Activation Plan Activation Plan Activation Plan Activation Plan
Content Activation (production and distribution)
The corporate content landscape

14. What is content?
Content is your stories
• Planned
• Told
• Shared with those who matter.

15.
THOUGHT
LEADERSHIP
BRAND
LOYALTY
BUILD RELATION-
SHIPS
INSPIRE
BRAND
RECOGNITION
INFORM

16.
PLAN
RELEVANCE
CONSISTENT
MESSAGING
STRUCTURE
VISION
VALUE

17. WHAT IS QUALITY
CONTENT?

19. Sustainable
Content
Ecosystem
A content ecosystem is all the
touchpoints across all the
channels and interfaces that an
organisation uses to
communicate with its customers.
Make sure they stay connected

20. DISCOVER ENGAGE EVALUATE DECIDE AFFIRM
Reinforce
Nurture
Share
Seek
information
Compare
Analyse
React
Connect
Problem
Opportunity
UNKNOWN KNOWN

21. Smart content
Data:
Place, time
needs, behavior
Compelling content:
– Relevant
– Discoverable
– Impactful
Ecosystem
journey role
Smart

22. Content
Strategy
Owned
PR
Social
Advertising
Campaigns
Events
24/7
Always on
Always
selling
Dialog
Proactivity
Engagement
High impact
High end
High
visibility
Business
Brand
Audience
= Messaging

23. CONTENT FOR THE WHOLE CUSTOMER JOURNEY
We are passionate about creating smart content throughout the
entire customer journey.
Content that attracts, engages and converts.

24. ATTRACT ENGAGE CONVERT
Brand impact is impossible if nobody
knows you exist, or how your brand
can help them.
Does your content attract the people
who are important to you?
Does your content lead them to the
next phase of their journey?
Once people are aware of your brand,
do they choose to engage with you?
Brand sentiment – positive or negative
– is what drives engagement. What is
your plan for dealing with the likers, the
haters and the indifferent?
How does your content speak for you?
You have your audience’s attention.
They’re engaging with your brand and
with each other about your brand.
Conversion is vital – whether it’s buying
a product, a service, a viewpoint or a
lifestyle.
And what happens after you get
buy-in?

25. THE SITRUS
SMART CONTENT
MODEL

26. SITRUS SMART CONTENT MODEL
Content strategyOutside-inInside-out
Analysis/mapping Strategy production

27. CONTENT AFFECTS
YOUR BUSINESS
You decide how!

28. KIITOS!
Want to know more? marney.white@sitrus.com Linkedin: Marney White