27th March 2017

Did you say, melted cheese?

How to approach Content Marketing.

Reading Time: 3 mins.


Author Elena Bulgheroni

Content Marketing is one of the most long lasting topics ever. In fact, it goes beyond hipsters, new normals, and melted cheese restaurants in NYC.

But the thing is, Content Marketing is not a trend, or a topic to engage a conversation during your next vernissage. Content Marketing is an effective way of doing business.

We usually focus on the optimisation of algorithms, we struggle to get into Panda, Penguin and all the animals might come from the Jungle Book in the future. Are you forgetting about anything? Yup, about “content”.

Even if it sounds like content marketing is something new and different, it goes back to the primitive stage of marketing: in order to work well, contents need to be great! And reachable too.

Here you find our survival guide to Content Marketing and steps to take in order to establish an effective plan:

  • Understand what Content Marketing is

According to Content Marketing Institute

“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

Here it’s clear that the core of Content Marketing is to create relevant and consistent contents to acquire a defined audience. We will start from the end: define the audience.

  • Define audience

You might love to talk about fashion, origami or bricolage: nobody matters. When you create a content you need to constantly think about your target audience. From the first word to the last one, you just need to think about the 5 Ws, revised with an audience oriented approach.

Who am I targeting?

What do they want to know?

Where is my target, in terms of localisation/language?

When do I want to reach them?

Why am I writing what I am writing?

  •  Strategy

We know that Strategy is an ambitious word, let’s think about Machiavelli or Sun Tzu. Don’t be scared of strategy: the most effective way to define a strategy is to put it into:

  1. Numbers
  2. Words
  3. Dates


Usually, people think that “content” is not related to “numbers”.

But you need to start exactly from here: data related to your website. Take a look at Google Analytics and collect all the insights you need about “Audience” and “Behaviour”. From Audience, you can get information about Localisation (what language), Engagement (Session Duration) and Returning Users (Returning Users have a higher value; come on, it is like going on a second date).

Behaviour analysis provides insights about Bounce Rate (try to identify relevant contents that already exist on your website) and you should not forget about Exit Rate on pages. Behaviour flow is a great resource to know where your users go and what they want to read. Internal Search might be really inspiring in order to understand what users look for.

The approach to numbers and statistic is the same for your website and for all your social channels. If you share on Facebook, monitor insights and calculate Engagement Rate, if you post on Instagram monitor followers and interactions, and so on.


Words are at the core of our content. When you write you need to be concise, effective, pertinent and human. If we don’t want Fred to be our next nightmare (unconfirmed latest Google ranking update), the best way to approach SEO is: forget about SEO. Take care of meta contents, but do not get stressed about keywords, or you might quote Jungle Book just because it is a trending topic since when Justin Bieber had a tattoo of Baloo. Any resemblance is purely coincidental.

Then, forget about words. Images, Videos, Data Visualization: content is not strictly connected only to words. Images should be pertinent and evocate text ( again, any resemblance is purely coincidental).


Remember 5 Ws: when. This is the hardest part. You need to prepare an Editorial Plan. Chronologically speaking, the editorial plan should be on your mind starting from “numbers” phase. You need to know in advance how and when you wish to share your contents. Frequency is fundamental, as well as a diversified approach. Your content will acquire different shapes according to the channel. The soul of your message will stay the same, but the makeup will be different.

To sum up, content is the key to avoiding banners blindness, wrong approach to native advertising and bad UX.

Wondering about all topics ahead? Keep following us.

Last but not least: go beyond difference, develop a passion for communication but if you don’t  want to, ask for someone who does. Nothing can be worse than a superficial approach, and this is true for any specific field: financial services, health and medical, educational and FMCG.

Discover more on specific field oriented examples in the next episodes.

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