Content marketing strategy
July 2023
CONTENT MARKETING GOALS
A core pillar of Ravio’s GTM at the top of the funnel:
Entry point:
Searches for information, guidance, examples, resources (Google, LinkedIn)
IDEAL CONTENT JOURNEY
Explore:
Click through to an article on the Ravio website, and spend time engaging with it
Engage:
Click through to other relevant pieces of content on the Ravio website
Connect:
Take action to stay in touch with Ravio – follow us on linkedin; subscribe to our newsletter(s); download a resource
Stay in touch:
Engage with regular touchpoints e.g. click on LinkedIn posts, open email newsletter, re-access resources, check for new blogs
Conversion:
Eventually sign up to access Ravio (once there is a clear need) because we are top of mind and they trust our expertise.
Content drives awareness and trust, accelerating the sales cycle
The people person
The business pusher
The impact influencer
The risk mitigator
Example titles: Talent Acquisition & Management, People Operations, VP People, CPO, Employee Relations
Description: Plays a role in leading efficient and memorable People process across hiring, retaining, motivating, and building competitive culture. Got into this space for the human aspects, and commonly does not have robust data analyst training.
Example titles: CEO, CFO, CPO (People), Head of Marketing, Director of Product
Description: Responsible for company's commercial growth, expansion, and competitive differentiation across brand marketing & employer brand. They are responsible for making their company a great place to work, and extending that value through to their customer-facing brand.
Example titles: Head of Diversity & Inclusion, Dir. of Sustainability, Dir. of Coms
Description: Incentivised to create impact across social, environmental, and financial responsibility and communicate externally to manage corporate reputation.
Example titles: Compliance and Legal, CFO, Health & Safety
Description: Their role is to manage and mitigate risk to the business, including sharing of employee data. They respond well to handheld education and assurance of the level of integrity associated with Ravio’s privacy measures.
The data expert
Example titles: Compensation & Benefits, Data Analyst, CTO
Description: Creates and manages plans for employee salaries and benefits packages. This often means they're purchasing data sets from multiple sources and triangulating information to create a comprehensive approach to allocating salaries, benefits, equity, etc.
Expertise: Figuring out how to compensate people correctly and competitively in a fast-paced growth stage
Pain: Familiar with pain of purchasing data from Towers Watson, Radford, and also knows of tools like Figures
Expertise: Strong data analysis and building data models
Pain: Spends a ton of time building their own comp & benefits models through high manual, and expensive, process of triangulating data sets and then maintaining data
Expertise: Strong experience in commercial leadership at startups and scale-ups
Pain: Aggressive KPIs yielding commercial impact, but limited tools to hit them, resulting in risk to business growth and attractiveness as a desirable place to work
Expertise: Operational lead ensuring that D&I principles are embedded across all HR & business activities
Pain: Often feels siloed away from ‘business pusher’ people with limited tools to quickly assess the company’s D&I performance vs. the market
Expertise: Minimise the amount of risk the business is subjected to, including the protection of employee data shared with third parties
Pain: Trying to either trade off risk vs reward, or a “data protection warrior”that completely blocks all perceived risks regardless of opportunity cost.
primary audiences (highest likelihood to buy)
Secondary audiences (part of buying committee)
CONTENT MARKETING GOALS - START WITH AUDIENCE PAIN
A go-to resource for our audience:
Equip HR teams with educational resources and accurate, up-to-date market insights to empower them to make better informed decisions for their people and their business.
Make empowered compensation decisions
CONTENT MARKETING GOALS
Prepare HR teams to navigate the rapidly changing world of compensation, and understand how fairer, more transparent compensation practices can help to grow their business.
Lead the way on fairer compensation
Enable HR teams to have compensation conversations with confidence – both communicating changes to teams, and getting buy-in from senior leaders.
Communicate compensation with confidence
To enable them to:
The building blocks for data-driven, fair compensation decisions, centred around a) our unique real-time insights into the market and b) voices of peers in the people space.
Questions we might answer:
Compensation & benefit 201
CORE TOPIC AREAS
Thought pieces on topic areas which could fundamentally change ways of working and compensation approaches in the future – incorporating collaborators with experience and interrogating the pros and cons.
Questions we might answer:
The future of compensation
Tools, insights, and peer-to-peer advice for considered, evidence-backed, open conversations about compensation across teams, hiring managers, and leadership.
Questions we might answer:
Compensation conversations
Elements running across all core topics: Ravio insights, voices of HR peer collaborators, addressing pain, relating fair compensation to business success.
What makes our content different?
APPROACH - HOW WE ACHIEVE THOSE GOALS
First, foundational blog content
APPROACH - HOW WE ACHIEVE THOSE GOALS
ROUGH SCHEDULE FOR FOUNDATIONAL CONTENT
Type of content | Regularity |
Article | 1 per week produced (minimum)�1 per week published |
Email newsletter to subscribers | 1 per month |
LinkedIn posts | 1 per weekday (80% content focused, 20% product focused) |
Then, double down on what works
APPROACH - HOW WE ACHIEVE THOSE GOALS
And, experiment further (in partnership with growth lead)
APPROACH - HOW WE ACHIEVE THOSE GOALS
How will we know what’s working?
MEASURING SUCCESS
How does this interact with product-focused content?
TOFU, MOFU, BOFU
This strategy focuses on top of funnel (TOFU) content, strategically aiming to increase awareness and engagement.
To effectively turn awareness into conversions, we also need middle and bottom of funnel content – guiding our audience through product consideration and decision-making.
Product marketing will lead on identifying needs for MOFU & BOFU content, and will collaborate with content marketing for production (and it will be included in the overall content calendar).
Examples: guide on our levelling approach, sales collateral, monthly product update email, product launch blogs, competitor analysis notion page, in product education on data-.
From strategy to delivery…
DELIVERY DOCUMENTS
➡️ Brand voice
➡️ Style guide
➡️ Content calendar, which includes: