CVA Heads Digital with Cultur-e

Cultur-e will develop a new on-line presence for the CVA Group – Compagnia Valdostana delle Acque, one of the most important Italian enterprises operating in the...

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Content strategy

While it may be trite to repeat that content is king, it is a firm belief that has accompanied us since our foundation. And one that we still believe in. Whether it’s about developing a brand, creating a business or promoting a service, content is key to a successful project.

Developing content is one of the foundations on which the Cultur-e vision is based. Content must be high quality, pertinent to the context and appropriately address targets and channels. It must provide useful and authoritative information, respond to needs and issues and provide enrichment or service. So, how to do we know what content is right and when to publish it where? This requires a content strategy to define an editorial plan, a model of governance for content and an editorial calendar (social and web) for individual publications.

What is a Content Strategy?

It’s a strategy based on content and includes guidelines for the management of channels belonging to an agency, company or product/service. A content strategy identifies:

  • Issues and targets
  • Communication model (graphic style, naming, editorial elements and tone of voice)
  • Channels (website, landing pages, mobile apps, blog or magazine, social media)
  • Content type per channel
  • Sources
  • Updates
  • Content validation workflow

What is an Editorial Plan?

An editorial plan is a document describing the strategic actions required to promote a brand, product or company. The editorial plan lists a series of micro-objectives that must be achieved in a given lapse of time, as well as a range of difference activities (content marketing, social media planning) that are useful to the implementation of the content strategy.

Editorial plans must be perfectly integrated with all on- and off-line communication channels. The development of an editorial plan is the first step towards on-line success and the correct placement of products, services or information on search engines.

Content Strategy at Cultur-e

As with our other strategies, our content strategy is based on an analysis of the client’s internal and external context. Developing efficient storytelling for a brand or project requires us to gather in-depth knowledge of the objectives, values and assets that gravitate around a brand. Moreover, we perform a content audit and study the content created in the past, before defining a reference target with personas and a customer journey map.

Understanding the strengths of a proposal – who will read our content, what they are looking for in a brand, along with their questions, doubts, passions and desires – allows us to understand which issues to address, what language and tones to use, and which channels and formats to use for communicating. Once a content strategy has been defined, we develop an editorial project for the identified communication channels, the editorial workflow and management policy, the roles (administrator, editor, moderator, data analyst) and define the content validation process. When all of this is ready, we establish an editorial calendar to schedule the publication of developed content.

Social Editorial Plan

We develop dedicated editorial plans for social media with a management model for the community and social care, including daily management operations for individual channels and the procedures necessary to efficiently manage user conversations

The social editorial plan also defines the management policy for questions or critical issues posted by users, along with indications for reply timing and tone. The management model also identifies two types of workflow. The first addresses a standard reply level, one that is previously defined for typical requests. The second concerns specific replies that are defined ad hoc for unexpected user requests or posts that are critical about the brand, the offer or its reputation. A crisis management model defines the behaviour to adopt and how to reply. This allows for preparation and agreement with the client on how to evaluate a crisis and how to act, based on the harmfulness of the content, the location or locations in which the discussion is taking place, the degree of user engagement, the influence of sharers, and the speed and trend of diffusion.

At Cultur-e, content strategy and the editorial plan guide the design of web portals and social media channels in terms of structure, section and information hierarchy to design guidelines coherent with identified targets and relevant tone of voice. Moreover, they determine the daily activities of content managers, social media managers, video makers and digital editors.