Page 10 - Digital Marketing Resource Book

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company that’s using content marketing as it increases trust and provides further proof that the
customer should be doing business with you, rather than the competition.

For further stages, provide even more proof in the shape of customer testimonials, case
studies, product data sheets and further discussion.

Pulling it Together

So, you should now have all of the necessary information you need in order to begin to build
your content marketing strategy. You should include all of this in the plan, as well as the
following:

• Brand story/mission – this should be added to the strategy document so that content
creators can use this to craft the message within the content.
• Tone of voice document – all of your communications should contain a consistent voice
throughout. Your tone of voice document should be created alongside the buyer
personas so that you can accurately pinpoint the language that your audience most
relates to.
• Style guide – you should also get together an overall style guide to ensure that the use of
all media – images, video, text – matches your brand persona and is consistent across all
platforms.

Creating a consistent message ensures that you build a strong and compelling brand. Everything
you do with regards to your content – from social media to whitepapers – should follow this
basic message. Of course, the language that you use in a whitepaper will often be more formal
and technical than that used in social media or blog posts, but the overall personality of the
brand should still shine through.

When it comes to imagery, do ensure that your logos and brand colors are also used
consistently across all platforms.

Set Up Your Editorial Calendar

Once you have all of the above in place, you should then create your editorial calendar to set
out what’s going to be written up, when and by who, using which available resources. You

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Digital Marketing Resource Book