Content strategy

Do you want to create customer-oriented marketing and sales operations aligned with your strategic business targets? If you answered yes, this is for you.

A content strategy enables marketing and sales operations that meet your customers’ needs.

A content strategy is a target group-oriented method that guides the company’s communication, marketing and sales activities. This is how it benefits you:

  • The central strengths and core expertise identified in the organisation’s strategy are transformed into a cornerstone that supports the customer’s purchase path.
  • The target groups that are central to the company’s success and their motives in relation to the company’s main products and services are identified.
  • Customer-oriented Content Paths® that cross organisational boundaries and central messages that resonate with customers and target groups at various stages of their purchase process and search for information are formulated on the basis of the previous steps.
  • A shared, customer-oriented story that unites the entire organisation is created and supported.

As you can see, this involves more than a publishing schedule or content plan; it is a management tool for customer-oriented marketing and sales activities that helps your organisation to focus on what matters: your main target groups and core expertise, in line with your growth strategy.

Content strategy work illustrates your customers’ purchase path and its stages. It is the only way to offer the right services to them in the digital era. The purpose of purchase path modelling is to link your company’s strengths and core expertise to the path. In the content strategy, these are defined in a way that speaks to your customers and inspires them.

A content strategy outlines the way you can find your target groups and attract their attention, the questions they may have, and the means of activating customers and encouraging them to commit. A content strategy allows you to manage your target groups’ journey – and lead the way!

Differo has facilitated and developed the definition and clarification of our international brand by means of a content strategy. To support our website transformation, the content strategy offered us a clearer view of our target group’s motives and helped us to tailor our online communications.

Reetta Nevala, Business Development Manager, Honkajoki Oy

When should you create a content strategy?

  • When your company’s strategy has been changed or updated
  • When you are updating your website and want to do it in a customer-oriented manner
  • When you are expanding to a new market and want to ensure that you target the correct buyer personas right from the outset
  • When you are implementing marketing automation or you want to enhance the efficiency of your marketing automation
  • When you want introduce customer-oriented thinking to your organisation
  • When you want to create content that is valuable to your customer and remains productive for a long time
  • When you want to improve services targeted at your existing customers

Changes enabled by content strategy activities:

  • The entire organisation pulls together and understands its value to the customer
  • Your marketing and communication goals are the same as your business targets
  • Marketing and communication operations become easier to manage and evaluate
  • Your content always has a thought-through position and role on the customer journey
  • Your marketing and communications become more efficient because you speak to your customer

Try out how our practices fit your needs

Yes, it is high time we accompanied our customers on their purchase path!

Call Katri Tanni on +358 44 592 8330

or send us a message!

Read more about our views on content strategies:

Success stories from our clients:


Tieto Oyj

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