Strategy to Performance
Catalyst’s content strategies are comprehensive strategies based on our client’s business objectives and are executed throughout the client’s marketing mix. Using an innovative methodology, Catalyst develops a strategy that leverages the quantitative and qualitative by incorporating brand equity, consumer insights, digital trends and search analytics. Content can reside on the client’s site and on third-party sites.
Onsite & Offsite
In addition to leveraging content on the client’s site, there is typically a huge untapped opportunity to reach consumers on third party sites. An innovative content strategy connects your content to consumers through syndication with other websites as well. This ensures that consumers across various web properties see your content and connect with your brand.
Throughout the content strategy project, Catalyst collaborates closely with clients and their partner agencies to incorporate insights and gain alignment so the content strategy may be seamlessly executed throughout all marketing channels.
A leading consumer packaged goods brand wanted to reposition themselves within their category and engage non-users. The content strategy identified the need for greater emphasis at the category level of the purchase funnel while still maintaining visibility at other levels. At the category level, the objective was to educate consumers about category benefits and generate interest in the product. This would reposition them in the category and engage non-users. The content strategy identified category-related information in essential subject areas/content themes, as well as relevant content themes throughout the purchase funnel.
Site visits rose 118% YOY with 137% increase in the number of keywords bringing consumers to the site. 11% of visits to the site came from referrals from syndication sites where content was placed.
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