Open the Content
Grandes soluciones a grandes ideas
There are people who sell themselves very well but who, when you get to know them better, turn out to be insubstantial. By contrast, there are others with a special gift of attraction, who become leaders through their personality, speech and charisma. It is the same with companies and their communication: having nice packaging is of little use after the initial impact, if they have nothing interesting and useful to convey that would make them stand out from the rest and make them an example to follow.
Content is the soul of a good Inbound strategy (or attraction marketing), the Digital Marketing strategy currently most in vogue, as it is what makes the public proactively interested in one company over another and become its loyal advocate.
Words can be like X-rays if used properly: they pass through everything. You read them and they pierce you
British writer and philosopher
La pregunta relevante no es simplemente qué haremos mañana, sino qué haremos HOY para prepararnos para mañana.
Peter F. Drucker.
Padre del Management moderno
To paraphrase Huxley, you have to learn to “write in a penetrating way“. In other words, the content must be memorable for the user who consumes it. To do this, it is not only necessary to be very careful about the words we use and their background; we must also take care of multiple details such as the hierarchy of the information, the audience we will address, the channels we will use to communicate or the formats we will choose.
The strategy for better communication
We have to draw up a master plan combining two strategies which, although they sound the same (the devil is in the detail!), have their differences and are complementary:
A content marketing strategy, to generate quality content that builds customer loyalty and helps to achieve our objectives. How? Increasing the link between brands and audiences with added value propositions in order to increase conversions and sales.
– A content strategy, or the plan with which we will define how to execute the previous actions, based on very specific issues such as the available budget, the objectives to be achieved…
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The aim is to attract, interest, add value and build user loyalty in order to ultimately (why deny it!) sell more. This is what’s involved when we decide to do Content Marketing within an Inbound Marketing methodology, and there are many tools that allow us to implement it easily. We will tell you about them in detail soon, but the first thing is to get your ideas straight:
"I have so much to tell you..." " - Prioritise your messages and deliver them clearly
Careful! It is not a matter of talking for the sake of talking, but of defining what to say, how, where and when to say it. The content strategy involves defining a niche market and creating quality content specifically targeted at your company’s buyer persona, carefully planning how you can reach them and how you want them to feel when they hear from you. All those things that you’re so eager to communicate and that will help you achieve your business objectives – from increasing sales to improving your digital reputation – can be transmitted in a thousand different ways: in articles and blog posts, e-books, case studies, success stories, infographics, videos, animations, webinars, online and offline events, live broadcasts (streaming), etc. You just need to find your voice for every occasion.
Bring out this big voice from inside your company and make yourself heard. Having a fantastic website or blog is not enough if no-one knows about it: open up your communications to the world and get advice on how to make your content shine in other purely conversational channels. Yes, we are talking about social media, newsletters… Here everything is different, from the target to the way and the times at which the information is consumed, from the tone used to the formats that work best. “How to rely on SEO/SEM strategies to get your communications the exposure they deserve” and “how to plan attractive pieces” deserves a chapter of its own that you will soon be able to read in our blog 😊.
"But... are you paying attention to me?" - Find out by measuring your communications
There are little battles that only interest those directly involved in them. In order to find out whether they appeal to everyone else, it is essential to be able to get the honest opinion of each target audience. This is achieved by constantly measuring our content strategy, which will enable us to analyse the success of our communications depending on the objectives we have for them: increase visits, conversions, etc.
Our content experts will advise you whenever you need it
Information architecture - Working out the best way to display content
If you know what you want to say, it’s time to say it. But if we consider all our pieces of content to be our children, how can we prioritise one over another? Establish its place, create a clear web hierarchy that allows the user to logically find information. This improves the perception of our products and services. So, even if it’s difficult, let’s get on with it!
Working hand in hand with our UX/UI experts, we specialise in proposing content structures that, based on previous studies and backed by more than 20 years of experience, create logical navigation structures and effective and attractive content. Our information architects, guided by usability, group information into coherent and easily consumable blocks, giving the right tone to each project.
On the web, it's all about hierarchy
A well-structured website helps the user understand the content and also makes it easier for search engines such as Google to index the information of interest. Quality content should be displayed in a way that is intuitive to consume and allows browsing through the different sections, but there is no single way to do this.
We can choose from several navigation structure models to create your sitemap:
A linear or sequential model is used to guide a user from an initial point (usually the home page) to the final page we want them to see. It guides the user through a predefined itinerary and, although useful for step-by-step tutorials, etc., it is not recommended if it involves the user going through a large number of pages, as they tend to get tired.
A hierarchical model, one of the most common in the online environment, both in websites and apps, is sometimes referred to as a “web tree” because of its similarity to a tree when displays the different levels of hierarchical content. It starts from a main page with generic content, from which sub-sections with more specific information are developed as subsequent sub-levels are created. It is very useful when looking at large volumes of information, and the user always knows where they are on the website and to which main section each piece of content corresponds.
A network model prioritises allowing the user free navigation through independent pages, with no apparent order, as “everything is interconnected”. This is the ideal structure when it comes to increasing the time spent on the website, as it allows you to move freely from one content to another, but it is also somewhat more chaotic as it is less intuitive to know which is the most relevant content, what subject it refers to, etc.
Although these are the most common models, which can also be used in combination (e.g. linear with hierarchy), there are some other models that may be suitable under certain circumstances. For example, the radial structure allows access to secondary pages always starting from the home page, limiting the number of clicks needed to view them but not allowing cross navigation between related secondary content without first returning to the home page.
Once the navigation structure to be implemented is clear, we also need to consider how the information is organised within each page. This is where the famous tags come into play H1, H2… These are the html headings with which we indicate the importance of each block of content with respect to the page on which it is located. Search engines use these tags to find out what our content is about and they are key to improving SEO positioning. If we were to define them in a way that’s familiar, they would be the traditional headings, nourished with short-tail and long-tail keywords, with the H1 tag for the title of the content, H2 for subtitles, etc.
From idea to realisation
Once we are clear about the structure and what to consider when creating headings and developing well-structured content, it’s time to get creative!
Drafting the pieces
Moving forward after defining the objectives and creating a content plans
We have already seen the difference between having a content marketing strategy (to generate content which is of interest to our target audience) and actually executing a content strategy (to structure and measure the actions taken to engage our audience). We may have this route clear in our heads, but now we have to travel along it, giving the same attention to writing the required pieces as we have to planning them.
Boasting good semantics and syntax is a matter of (linguistic) “style”. It’s important to take care of obvious things like spelling; build on a cultural background and consolidated experience; put creativity, enthusiasm (and hours!) into being persuasive, coherent and consistent; put passion and “a little bit of copywriting, please” into everything we do. And it is precisely this “style” that our team of professionals exude. They are capable of creating everything from corporate websites to newsletters, from social media pieces to e-commerce portals, always using the right tone, the right words and at the right time, amplifying the content identified by the client and creating new content aimed at achieving the objectives.
Publication
That magical moment when content sees the light of day
After so much time spent planning, researching and co-creating hand-in-hand with other departments such as Technology and Design, the time has come for users of the digital ecosystem to be able to access the different pieces. There are many ways to do this and our management team is skilled in using the most appropriate and reliable CMS (Content Management System such as WordPress or SiteCore) for each channel.
Optimisation and monitoring
Improving on what has been said
Is all this effort you’ve put in working? How do you measure the success of your work? Is your audience finding the content you publish on your website? Is the content you publish useful to your audience? What tools and techniques should you use to get your site indexed and found by search engines when it matters most? Is the content of your website optimised for search engines (SEO)?
Don’t worry – and make sure you follow us – because all these topics will be covered in our next posts 
At Genetsis Group, we help you to always have something interesting to say, not only for the defined target but also to demonstrate the professionalism and experience of your company, making you a charismatic voice in the sector, with clearly identifiable values and excellent communication and attraction skills. To finish turning your business into this leader, have you considered a change of image? OPEN the Design
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Do you want your business to be heard and have its own voice in the digital ecosystem?
We cover the full content cycle
From the very germ of an idea to its implementation, maintenance and evolution. If you want to carry out a content project with us, write to us!
