Without clear rules, a copywriter cannot write target group-focussed. Nevertheless, these are only rarely integrated into the workflow.
No goal definition
Only when a company believes in itself and its goals can it write confident content. However, a clear communication of the goals to the outside does not take place.
Content must communicate the corporate message clearly at all times. If this message is missing, the content becomes arbitrary and thus interchangeable.
Internal and external authors must be empowered to integrate established communication goals into their texts. In most cases, these are not defined.
No brand awareness
A brand stands out from the competition by certain characteristics. Nevertheless, they are rarely or not at all found in produced content.
If binding goals have been defined, content marketing may contribute to ranking-improvements and increase the reach. If this does not happen, the contents are missing their effect.
Deliberate target group control
The relationship between defined goals (Customer Journey Phase) and target audiences (Personas) is visualized and serves as a starting point for future content production.
Detailed briefings are entered directly in the content editor. Long revision loops and strategic question marks in content creation are thus eliminated.
Transparent presentation of the content strategy
The content strategy stored for each text indicates which persona is being focused on, what the concrete content is supposed to trigger in the reader, what goal the content is tracking and what call-to-action must be included.
With individual settings, such as industry-specific issues, content creators may be sensitized to potential challenges.