CONTENT STRATEGY FOUNDATION

1 - Hero content is something that’s done on average 1-2 times a year. It should engage your current audience but also reach new audiences and be aligned with your core messages. This is the traditional big splash content found on billboards, off-trade magazines, TV and also pushed on Social Media. 

2 - Regularly scheduled ‘Hub’ (AKA ‘Push’) content, approx once or twice a month, designed for your main consumer who is already loyal to your brand, expanding on trends and events. Found primarily on Social Media and in on-trade advertising platforms. It includes point-of-sale paraphernalia and messages.

3 - Everyday (AKA ‘Hygiene’) content aimed at your die-hard, core consumer who wants to know about every detail of your brand and product. All brand associated social media feeds, utilizing the media archive and supporting the current campaigns while keeping the brands dynamic character alive. 

This includes ‘self-generated’ content. Unifying various brand associated media sources, typically Brand Ambassadors and Advocates as well as re-sharing (bolstering)  fan produced media. This puts the real people behind the brand on the face of the brand, it is the aspect of marketing that audiences can truly relate and connect to.