.Empathy

1. Brand Immersion : My first step will be to immerse myself into your brand, your world, your identity. I need to fully understand what you stand for, your reason-to-be, your brand’s personality but most importantly : your communication ecosystem (what content you share on which media / touchpoint), your KPIs and communication goals, the results you need to achieve through content.
2. Audience Behavior : Once I fully understand what your company has to offer and to whom (your target users, consumers, audiences), I will study the trends and available research on their needs, expectations, interests, what content they seem to enjoy or engage with.
3. Industry trends : Now that we know who you and your community are, I can scan the content your competitors are currently creating and sharing on their various touchpoints, to make sure we don’t waste your resources on recreating what’s already out there.
4. Content Insight workshop : Ideally, the fourth step would be an insights’ workshop during which we can work together on defining the right editorial angles and topics to make sure the content you produce will be differentiating and offer a real value to your audiences.

.Define

Based on the Empathy phase, I can now work on developing a tailored editorial line for your brand. One that will be precise enough to be unique to your company, and open enough to keep being creative in the long term.

This “one sentence” editorial line (E.L.) will guide all your content creators (teams, partners, copywriters, agencies, influencers..) and make sure they respect your brand and your content strategy in all your future projects.

Next steps : defining your editorial pillars (topics that fit the E.L. and respond to the content insights we set for your target audiences) and your channel planning (assigning content strategy, key topics and content types for each of your touchpoints, social media accounts, etc…).

.Ideate

Now that we know what you are about, we can get creative. An editorial line comes to life through key communication concepts.

A creative workshop will allow us to use the content insights and pillars we defined and all the trends we observed to look for the most meaningful and differentiating content ideas for your brand and your touchpoints.

Each idea will be evaluated : Will it meet your KPIs? Is it aligned with your available resources? Is it unique to your brand? Will it engage your audiences? Does it respond to our insights? Does it respect the editorial line… ?

That evaluation will also help select the most suited formats for each content idea.

A content calendar can then be designed to set the rhythm to your communication.