Orange
Bespoke content thanks to a holistic approach
Orange
Content is at the heart of Orange’s B2B communication strategy. It is an essential aspect of becoming ever better at reaching their business objectives. To increase the added value of the growing content volume Cypres drew up a holistic plan of approach.
From content strategy to governance and analysis
In order to maintain their grip on the overall content lifecycle, Orange and Cypres work together on six different level:
The cornerstone
• Strategic: setting business objectives and drawing up a measurement plan.
• Technical: the website, improving SEO and tracking, gearing web analytics for all departments to each other.
• Governance: rolling out and fine-tuning the workflows and processes.
Continuously
• Content: carrying out research on themes and topics and drawing up a content plan.
• Distribution: spread content through owned, rented, paid and offline channels.
• Analyse: measuring the impact of the communication and marketing activities and collecting all (real-time) data in a B2B dashboard.
Target group oriented content
The holistic approach makes it even easier for the communication team to determine which efforts are most effective in the various stages of the customer journey. Consequently, the team can adopt a more targeted approach in planning, developing, managing, distributing and evaluating the content for their B2B marketing activities.
The result? More conversion thanks to useful content that places maximum focus on the needs and wishes of the target group.
