Content Marketing Strategy and Framework
Pace Creative developed a content marketing strategy for Associated Spring, the content hub was part of our activation plan. Our strategy for the content hub was to showcase expertise and materials and have the hub act as a blog or resource section.
Our strategic web content hub strategy contained a variety of digital content such as online articles, blogs, whitepapers, eBooks, videos, webinars, etc. We also strategized to include downloadable sales materials like spec and fact sheets, and presentations. We intended to locate this hub at insights.asbg.com.
Our content strategy prioritized making the content hub user-friendly, by making the available content accessible, allowing users to filter by content type, including featured articles, and emphasizing scalability.
Content Hub Strategy Design and Development
Pace Creative designed the wireframes and created a site map for the content hub to clearly depict the navigation of the site. The content hub provided informative articles and resources, while also displaying call-to-actions with ‘Request a Quote’ and the ‘Contact Us’ sections.
Pace Creative optimized the content hub to be SEO-friendly, and for it to be discovered through search. This was to ensure the website would rank on search engines and allow Associated Spring to establish an online presence.
Pace Creative implemented an editorial calendar as part of our content strategy execution, to plan the content development for Associated Spring’s content hub. This editorial calendar outlined the recommended publishing schedule for the content. In addition, a production schedule was implemented. We planned when various blog posts would be published and aligned the calendar with the planned LinkedIn campaigns.
Pace Creative developed a promotion strategy for the content hub, which entailed the use of LinkedIn ads that directed users to the content hub to download the Engineering Guide.