STELLENcontent strategy development

compelling, engaging and useful content experiences can drive your online business

• How do I generate new content ideas?• How do I enhance brand experience?• How do I move away from content silos?• How can I compete with the OTA’s?• When can I feel like it’s working?

the value of a strategy is to repeatedly create compelling stories that work on multiple channels.

CONTENT STRATEGY

UX STRATEGY

KEYWORD STRATEGY

AUDIENCE NEEDSTATES

CONTENT CALENDAR

THEMATIC MATRIX

SOCIAL MEDIA MARKETING

OBJECTIVES

INSIGHT

BRAND

COMMERCIAL

REPUTATION

SEARCH

BRAND VISION

KEYWORD RESEARCG

CONTENT PERONAS

SOCIAL MEDIA TOPIC

ANALYSIS

SOCIAL MEDIA CONTENT ANALYSIS

PUBLISH

CREATE

CURATE

GUIDELINES

PAGE OPTIMISATION

AGGREGATE

SYNDICATE

MEASURE

SOCIAL MEDIA MONITORING

OBJECTIVES

CONVERSION RATES

SEO TRACKING

MONTHLY REPORTING

• WORKSHOPS• CUSTOMER PERSONAS• CUSTOMER INSIGHTS

3 Essential Techniques

WORKSHOPS

• Prepare a lose agenda • Invite all stakeholers from sales to FoH• Don’t look for consensus• Ensure the most senior person in the room

speaks last

CUSTOMER PERSONAS

• Ad-hoc personas, don’t prepare in advance• Run ‘a day in the life of’ sessions• Base on how they interact with content• What needs can you help them with

CUSTOMER INSIGHTS

• Mix of SEO & Social Media insights• Look for long-tail keyword opps• Analyse topics of conversation • Analyse reviews and mentions for themes

What strategy looks like

• PERSONA TEMPLATES• SEO INSIGHT• SOCIAL INSIGHT• THEMATIC MATRIX• DISTRIBUTION MODEL

The Aspirationist• Fuel their romantic vision of

Dubai• Bring them closer to an

aspirational lifestyle• Curate the news and content

they’re sharing

The Situationist • Get under the skin of Dubai • Help them align Dubai with their

lifestyle – family/business/couples

• Give them simple guides to getting by

PERSONA TEMPLATES(SAMPLES)

SEO INSIGHT(SAMPLES)

Analysis of user content around Dubai between 1st January 2015 and 1st May 2015 revolves around three key categories:

• The majesty of the landscape

• Holiday groups – families/couples/business

• Aspirational escapism

SOCIAL INSIGHT(SAMPLES)

These categories were reinforced by the most popular content across social platforms:

• strong engagement with UGC landscape and iconic landmarks

• Highest amount of shares and likes for celebrity Dubai news

• Strong performance for posts that define Dubai for families, couples and executives.

SOCIAL INSIGHT(SAMPLES)

Personas Goals Content ThemesContent ThemesContent ThemesPersonas Goals

Experiences Make it right for you Guides and essentials

Aspirationist

increase brand

awareness

Spots for the perfect selfie blog post (+)

Fitting in with the Dubai fashionista’s post (+)

Bar & club maps

Aspirationist

increase brand

awareness Dubai celeb news feed Party like an A-lister Ultimate shopping

Situationist

drive ancillary revenue

Dubai for kids postRomantic hotspots map (+)

Neighbourhood-by-neighbourhood map

Appropriate clothesBuying the essentials

Situationist

drive ancillary revenue

Networking in Dubai

Top corporate hotels

Laws & etiquette top tips What to do if you get lost

Situationist

facilitate a lifelong memory

Networking in Dubai

Top corporate hotels

Laws & etiquette top tips What to do if you get lost

THEMATIC MATRIX(SAMPLES)

Landing page content Organic links

social media content

Blog articles

Native advertising

Blogger outreach

Influencer marketing

Branded content

DISTRIBUTION MODEL

Stop looking at content as a campaign that supports a marketing tactic or initiative, and instead start looking at all of your online

marketing as a function of content.

STELLENcontent strategy development