Manoosh, an Enmore based pizzeria specialising in Lebanese cuisine, came to us with all the necessary elements of a successful business. They had an established brand identity, a website, and most importantly a great product and reputation (having won both Menulog’s state and national awards for best takeaway). The one thing they were missing however, was an effective digital strategy to drive the business forward in the digital realm and help maintain an effective content marketing campaign that would ensure the business’s continued growth.

It’s the well considered, brand tailored, multi-layered approach our digital producers bring that make our digital strategy and content marketing so successful

What is Digital Strategy?

Answering this question could be an article in itself, but put simply, Digital Strategy is about working out where your brand sits in the online world, deciding who you want to reach, and figuring out the best way to go about reaching them. On top of this it’s about maintaining an online presence to a relevant audience and keeping them engaged. There’s no point having a huge online presence if your audience finds that presence tiresome or annoying. There’s a range of methods to go about developing a digital strategy, and the approach needs to be tailored to fit each individual brand, which is where our team of digital strategists and producers come in.

What is Content Marketing?

Content Marketing is an approach that involves creating (or curating) and disseminating rich, relevant content in order to attract and maintain a specifically defined audience, and ultimately convert this engagement into profitable results. Content Marketing is the art of communicating with customers without selling – instead of pitching products and services, brands provide information that enriches the audience, e.g. increasing their knowledge or makes them laugh. The simple idea behind all this is that if businesses consistently deliver valuable content to customers, they will be rewarded with custom and loyalty .

Also, the beauty of good content marketing is that it keeps delivering. Rich, relevant content doesn’t stop being good, and so it can continue to drive business long after its birth into the online world. For many of our digital clients, Content Marketing plays a key role in their digital strategy campaign.

Original Articles

For many brands, original articles are one of the cornerstones of their digital strategy and content marketing campaigns. Articles must be focused on providing information that is relevant to both the brand and customer, and it’s important to realise that any content marketing associated with a brand, is as much a part of the brands identity as a logo or website, so the content and tone of voice must be very carefully considered. In order to maintain an online presence, we schedule and produce weekly articles for Manoosh on a range of topics (from food, like this one on baklava, to history and trending topics) posting them on the website and then sharing the content across social media platforms.

One particularly popular article, The Meaning of Life (or Lebanese Bread), on Facebook alone had a reach of 2.8k, and was shared/liked over 102 times. Zaatar in Cooking reached over 3k with 108 likes and shares.

Original Content

Original content is a broad term and deciding what content to use involves many stages of research and discussion, working closely with each client individually to develop a successful strategy. For Manoosh, we wanted to complement interesting and informative articles with content that was more fun and ephemeral. To this end, we worked on a number of video clips, appropriating 80’s cartoons, and subtitling them with funny, brand relevant material.

A couple of these videos were particularly successful. Our He-Man video had a reach on Facebook of over 12.7k and was clicked 273 times (without paid boosting). Our Monkey Magic subtitled video had an astonishing reach of 42.k, with 993 post clicks and 62 comments and shares.

It’s important to constantly evaluate a digital strategy and keep it fresh. Videos like this are ultimately ‘one liners’ and to consistently repeat this too many times could lead to negative results, with customers and followers becoming bored or annoyed with the content. Considering this we went on to develop our next set of content for Manoosh via the following series of images, photoshopped to show famous talk show hosts holding up a Manoosh Pizza box, with the caption ‘Word is getting out’.

Next we produced a series of branded quote images, altering famous quotes or song lyrics. Small bits of tongue in cheek content like this can help maintain a funny, likeable online presence, whist other aspects of content marketing such as the articles complement this with rich and informative content. We believe this multi-layered approach is key to a truly successful and engaging digital strategy, and developing these strategies is what our digital producers do best.

The above images are just one example of the practically limitless potential of the re-appropriation and editing of pop culture images, and these can be extremely successful when done well. It’s about taking a pop culture image that’s easily recognisable, and then twisting it to make it relevant to your brand – and most importantly – keeping it fun. There are no hard and fasts rules to this area of content creation.

Viral Reposts

To simply repost some already trending content in order to utilise it’s momentum sounds easy – and it is. But to do this well, takes a bit of thought and consideration. Any content posted online, whether it be original or sharing some existing content, becomes a part of a brands identity – and choosing the wrong trending content to share could have significant effects – if a post isn’t consistent with what followers expect from a brand, they can be very quick to disassociate themselves.

As you can see in these examples of viral reposts we did for Manoosh, the tone of voice in the comment is just as important as the content itself, and all must complement one another and stay consistent with the brands identity. Reposting viral content can be a great way to easily increase your reach and presence on social media, but it’s important that kind of social media management is a well thought out part of an overall digital strategy.

Personal Engagement

For many brands, personal engagement is a key element of any digital strategy, and it’s something many brands may be doing anyway, without even thinking of it as strategy – posting fun pictures of the team, pictures of a freshly made batch, a candid video of the manager singing along enthusiastically to Dire Straights – sharing these snippets of work life is beginning to seem just a natural part of business now.

With food brands especially, customers love to see work in progress, and see the human side of things – having faces and characters to associate with a brand is often extremely important in maintaining a particular connection with your audience. Talking to your audience and in many cases potential audience has become a crucial part of running a business and our team has the experience to advise on strategies for undertaking digital engagement.

Summary

This is just a snapshot of our digital strategy so far with Manoosh, and as you can see it’s the in depth, brand tailored, multi-layered approach our digital producers bring that make our strategies so successful. With the right knowledge and expertise,  a content marketing strategy can be successful for any business, from a Steel Fabricator, to a Sydney airconditioning expert, to a boutique brokerage house. Our team live and love everything digital, so if you’re thinking of getting serious about growing your brand online – come and have a chat with us and we’ll tailor a bespoke digital strategy that works your brand and your goals.

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