
Defined a 3-year content strategy for a retail company through a series of workshops
Our client:
A retail company in need for a content strategy.
CHALLENGE
Our client needed to create a content plan that goes beyond the classical way (mainly folder). In order to achieve that, new content or more amplification of existing content was needed. The request was external support to create a richer content calendar.
APPROACH
Our team organized 4 workshops to cocreate a sustainable content plan in line with the client’s vision.
- Workshop 1: Create a common understanding with the team on vision and mission of the brand and clearly defining jobs-to-be-done.
- Workshop 2: Understanding the customer by defining personas and creating customer journey maps with a focus on the main touchpoints.
- Workshop 3: Creating relevant content themes by merging vision and mission of the company with the needs of the customer.
- Workshop 4: Translating the content themes in an actionable plan i.e.: determining how to generate value, generating a content plan per theme and define the mix between Hygiene, Hero and Hub content.
RESULTS
- Clearly defined jobs-do-be-done
- Definition of a new persona
- Customer journey map of two main customer touchpoints
- Clear and actionable content plan
- Knowledge transfer so that the client can do similar exercises on its own
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