Content cannot exist in a vacuum. All consumer touch points must be evaluated when embarking on an integrated marketing campaign centered around strategic content.
As part of a large strategic content development initiative for Breville, we mapped the platforms impacted by content initiatives, the niche targets or digital personas, and the mediums for effective delivery of the message.
We also determined goals and metrics to measure at the outset as so to ensure we stay on track with all ongoing efforts.
Digital personas were developed to gain a better and more focused approach to connect development and content strategy.