Building a Meaningful Marketing Strategy: The Importance of Relevance and Authenticity in Marketing

Building a Meaningful Marketing Strategy: The Importance of Relevance and Authenticity in Marketing

As Pride Month approaches we’ve been working closely with one of our clients whose very essence is built on pleasure and actively working to break down stigmas around different forms of sexual expression. We’ve helped them to create a structured marketing strategy that celebrates Pride in a meaningful way while avoiding the pitfalls of inauthenticity and opportunism.

Strategy

When it comes to awareness and themes within any company it’s important to have a strategy. With a strategy in place, you can start to clearly define your goals and objectives, and map out the steps you need to take to achieve them. It also helps to ensure that everyone in the company is aligned and working towards the same vision. Whether it's increasing brand awareness or promoting a specific theme, a well-planned strategy can make all the difference in achieving success.

eCRM

As part of our eCRM commitment, we have been helping our client gain a deeper understanding of their audience beyond just their target cohort. Surveys have proven to be a simple yet effective method in achieving this. By profiling their subscribers and asking questions about their identity and relationship status, we’ve gained valuable insights into the type of people who visit their site, view their products, and make purchases. This data has enabled us to develop a comprehensive understanding of their customers, which in turn has informed our client's content strategy and ideation framework. The survey data has revealed interesting insights such as over 80% of our client's subscribers are male and based in the US. This has highlighted a potential gap in their content, which has historically been focused on a female audience. The data has given our client a clear direction to consider when creating future content and has also helped them to identify where they need to expand to attract and build a more diverse subscriber base.

E-E-A-T Framework

We have successfully guided our client through the process of developing content frameworks. By incorporating the E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) and See-Think-Do-Care models into their internal strategy meetings, our client can now ensure that when they come to content decisions that they think are they providing the best and most helpful experience for their subscribers.  Instead of solely focusing on what their subscribers would like to see, they will now take into consideration their target audience's interests, preferences, and behaviours throughout the entire consumer journey.  

As an example, our client has made a strategic decision to shift their focus from churning out articles they assume their audience wants to read to strategizing their content. They have broken down their goals into specific strategies, such as sending out four emails per week with a clear purpose. Two emails targeting their core subscribers, aiming to engage and retain them. Another email focuses on growing their audience and bringing more people to the site, and a fourth dedicated to product promotions. By adopting a more targeted approach, they can ensure that each email serves a specific purpose and aligns with their overall business objectives.

How do you measure success?

The success of each content piece should be measured based on its goals and objectives. Before creating content it's important to establish clear success metrics that will be used to evaluate the effectiveness of the content. These metrics can vary depending on the goals of the article, but some common success measurements include:

Page views: This metric measures the number of views an article receives, indicating its level of visibility and potential reach.

Engagement: This metric measures the level of audience engagement with the article, such as comments, shares, or likes, which can indicate the level of interest and relevance of the content.

Conversions: This metric measures the number of actions taken by the audience after reading the article, such as signing up for a newsletter, downloading a resource, or making a purchase.

By establishing clear success metrics upfront, it becomes easier to determine the effectiveness of the content and make data-driven decisions about future content creation.

Relevance and Optimisation

We’ve encouraged our client to revisit historic content and pull together metrics so they can see what’s engaged with their audience in the past. It’s also the opportunity to ensure that these articles remained relevant and that all links still worked, especially if they were still receiving visits and clicks. By updating and optimising this existing content, there’s the potential to improve their search engine rankings and attract new visitors to their site, which could ultimately help to increase their overall brand visibility and drive more sales. For every article that is written, it should have success measurements attributed. What’s the goal, how do we measure its success?

Be SMART

Here at Sciart when setting our own goaltree map and strategy we also like to bear in mind the SMART acronym. It helps us to be specific and understand what we need to do and why we’re doing it:

Specific

Measurable

Ambitious

Relevant

Time related.

To round off, developing a well-planned strategy and measuring success metrics are essential components of any successful marketing campaign. By working closely with our client, we have helped them to gain a deeper understanding of their audience, develop a comprehensive content strategy, and establish clear success metrics. We believe that by incorporating these best practices, our client is now better positioned to celebrate Pride Month in a meaningful way and break down stigmas around different forms of sexual expression. At Sciart, we also understand the importance of setting specific, measurable, ambitious, relevant, and time-related goals when developing our own marketing strategies, and we encourage others to do the same.