Content Marketing Communication Planning

A strong communication plan that delivers engaging, consistent communication with customers and stakeholders across all channels and touch points helps boost brand awareness, build credibility, and generate sales.  

And it begins with knowing your audience. The more you know about your customers and other stakeholders, the more effective your tactics for reaching them will be. FIG’s communication and content experts will help you define who you want to reach using a range of tools from stakeholder insights through to the development of key personas. Most businesses will have several distinct audiences and FIG can help you craft and distribute content that engages with each.

In simple terms a communication plan will address:

• Who (your audience)
• What (your content: the message/ information you want to communicate)
• Why (your objective and how success will be measured)
• Where (the channels you will use – this could be different for different audiences)
• When (how often)
• How (strategy – who’s going to do what)

In practice, the creation of a communications plan can be a lot more complex, drawing in a range of activities including content creation, specific marketing campaigns, thought leadership initiatives and updating web content.  

The Marketing & Sales Funnel

The bottom line is that you want your marketing to create sales, to convert potential customers into actual customers – ideally that buy from you again and again.

FIG work with you to deliver marketing that works from the top of the funnel, right through to point of purchase and, importantly, after a sale has been made. Whether its prospecting, qualifying leads, or even thought-provoking educational pieces to peak interest, FIG’s communication plans consider your customers’ journeys and how we can influence their decision making processes.

Measure the impact

A good communications plan identifies what success looks like with a series of Key Performance Indicators that, if met, will ensure you achieve your overall objective. So, if your objective is to increase sales through your website, your KPIs might include volume of traffic and bounce rate. These KPIs should be reviewed at pre-agreed intervals so you can identify and rectify any problems or issues as they arise.

At FIG we understand the importance of proving Return on Marketing Investment [ROMI],and endeavour to deliver on key metrics that support your conversations with stakeholders.

Content Marketing is an essential part of your marketing mix and forms the bedrock of your wider marketing activity. The basics of your strategy, it’s important to get your organic marketing right before you push ahead with lead generation.

Marketing and communications… art or science?

Somewhere between the two, marketing is a continual process, trialling different approaches, being prepared to change (or ditch) those that don’t work and maximising the potential of those that do. There is no one-size-fits-all solution but going on the marketing journey enables business to refine their messaging and understand what works best for their audience.

A constantly moving feast, working with a marketing agency like FIG that has specialist knowledge and experience in content marketing can save valuable time, expense, and resource.

Stand out from the crowd

Experts estimate that, on average, an individual sees 6,000 – 10,000 pieces of marketing a day. Often these pass us by. Those that stand out, do so for a reason. Perhaps we’re a warm lead, being targeted via remarketing or perhaps we’ve already been exposed to advertising on a social channel or have even received a piece of direct mail recently.

A single advert won’t be enough. Taking an integrated approach that hits several audience touchpoints simultaneously is critical to get your business noticed. FIG helps you connect the dots; creating plans that align with specific commercial objectives, timeframes, and audiences.

FIG has helped businesses make better connections with customers for more than 25 years.