What is an Integrated Content Strategy?

Are you spending too much budget and resources creating content for all your different channels and purposes? It’s time to rethink your content strategy.

An integrated content strategy is all about joining up the dots between the different touchpoints that your potential customers might see. Not only does it ensure consistent messaging, it provides better ROI and saves time.

If you’re a new business, you can start fresh. Even if you’re not, it’s worth pausing to integrate your content so you maintain a clear picture of your unique value proposition and key message across all work.

Map out your customer journey

Once you’ve established your UVP and key message, consider the different touchpoints in your customer’s journey:

• Organic social media

• Paid advertising (PPC)

• Remarketing campaigns

• SEO via your website

• Influencers

• Blogs

• Whitepapers

• Email marketing

• Print marketing and direct mailers

• Sales team calls and follow-up emails

• Product and shipment packaging

• Signage and point-of-sale displays

• In-person visits and calls

• Order confirmation and dispatch notes

• Feedback requests and thank you forms

This list should be detailed and specific to your industry.

Understand customer stages

Customer Stages Cluster your content based on interaction stages:

• BEFORE: Pre-sales (Awareness & Consideration)

• DURING: Product and service experience (Decision & Purchase)

• AFTER: (Retention & Advocacy)

Repurpose your best content

Base Content Create a base piece of content and test it. When something resonates, repurpose it across formats: website content, display ads, press releases, social posts, email templates, infographics, videos, and sales scripts.

Work with your teams to ensure practical elements like terms and conditions are included alongside inspirational content.

Plan your campaigns effectively

Schedule Your Campaigns Apply this integrated approach to all marketing campaigns throughout the year. One campaign can serve multiple channels simultaneously. Create adaptable templates for your team and external contractors, and update your brand guidelines to reflect your new strategy.