creating a digital marketing plan
We developed a digital marketing plan in line with the audience’s needs and how they evolve over the decision-making process.
Corporate social responsibility (CSR)
We recommended a Corporate Social Responsibility (CSR) marketing strategy as it will enhance YMA’s brand reputation. It is also important for building and maintaining relationships with stakeholders such as employees, pressure groups, and local communities.
Crafting a Content Marketing Strategy
Pace Creative documented a content marketing strategy to provide an in-depth understanding of the YMA’s key audiences. Our content marketing strategy addresses the persona journey of our audiences, and how the decision-making process can be influenced by the content we share. The strategy also laid out the process in which these key audience members connect with the YMA – from initial awareness to generating investments from their members’ companies.
Audience Analysis Marketing: Personas
We created six different audience personas, profiles, and customer journeys. The audience groups that we have identified as key audience groups are investors, government associations, YMA members, mining companies, the First Nations community, and Yukon locals.
Our digital strategy includes promoting the content across a strategic mix of channels such as the YMA website, blog, and social outposts on YMA social channels (Twitter, LinkedIn, Facebook, Instagram, and YouTube).
Following the implementation of this strategy on the website, we also use metrics of awareness, behavior, and outcome to measure the success of our content strategy. The awareness will indicate whether our social media marketing is effective, the behavioral metrics will determine what the audience thinks of the content, and the business outcomes will determine the business value and ROI.
Implementing the Content Marketing Strategy Via YMA’s Website
After developing the content strategy and gaining a good understanding of the customer journey for each target audience group, we developed a site map and created a new website design that is more user-friendly.
The newly written content clearly communicated key messages, YMA’s features, and benefits, while keeping SEO a focus. Our methodology focused on content playing a key role in improving organic search results, driving users to the site, increasing time spend, and driving conversions.