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GOALS | KPIs

BUILD BRAND AWARENESS

Expanding upon the existing brand voice and solidifying our brand through consistent content and social content built around social responsibility can aid in recruitment and positive brand perception.

Create content highlighting different practices to build a transparent narrative around Aimpoint Digital's capabilities and features.

CONTENT STRATEGY

DRIVE SALES LEAD GENERATION

Focus on creating SEO-driven content and content that is optimized for searching (such as tutorials) will create more visibility around Aimpoint Digital. It is critical to build effective Call-To-Action through forms and email responses for these types of content.

DRIVE WEB TRAFFIC

fully Utilizing our assets via cross-posting our blogs/vlogs not only creates a lightened workload but traffic back to the Aimpoint Digital blog, hoping to drive them back to our site in general.

INCREASE FOLLOWERS | SUBSCRIBERS

Campaigns and content that promote engagement and following such as recruitment, polls, and other user-experience-based posts, are the simplest way to improve follower count.

However, building a brand voice and utilizing the algorithm to create trend-focused content can also aid in fulfilling this goal in the longer term.

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1. Awareness

This is when customers explore channels such as: Research, Paid Media, Social, Conferences, and Website visits.

In response to support these channels we focus on: SEO driven Blog Posts, Social Posts, Marketing Emails, Video Marketing, White Papers, Value accelerator PDFs for both Social Media use and Email, Use Cases, and Webinars..

THE 4 STEPS OF A CUSTOMER JOURNEY

2. Consideration

This is when customers explore channels such as: Website, Emails, In-Person Events

In response to support these channels, we focus on: Brochures, Calls, ROI Calculator, Upsell for Practices, Sales Emails, Creative Solutions, and Client Success Stories in both Text & Video.

Key Metrics: Leads, Opportunity Stages, Website Engagement

New Opportunities: Behavior-targeted emails, Re-targeted Paid Media, Lead Survey

Some cross-overs of content serve both Awareness & Consideration

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3. Persuade

This is when customers explore channels such as: Email, 1-on-1 Meetings, Presentations

In response to support these channels, we focus on: On-Boarding, Training, Account Management

Key Metrics: Signed agreements, Won/Closed opportunities, Purchases

New Opportunities: New Account Welcome Series, Nurture Campaign to Engage, Newsletters, Inactive User Re-Engagement Campaign

THE 4 STEPS OF A CUSTOMER JOURNEY

4. Loyalty

This is when customers explore channels such as: Sales Emails, Marketing Emails, Calls, 1-on-1 Meetings

In response to support these channels we focus on: Account Management, FAQs, and Blogs to Support ongoing Relationship

Key Metrics: Revenue from Specific Accounts, On-Going Partnerships, Renewal

New Opportunities: Linked In Ads/Posts for Webinar, Videos, Newsletter by Industry, Personalized Milestone Emails for Working with Aimpoint Digital

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CONTENT IN RESPONSE TO CUSTOMER JOURNEY

The bolded and highlighted blue texts are components in which this strategy document can help guide, create, and support in posting to our different channels.

Now let's dive into a more specific category

SOCIAL POSTS:

Can aid in the Awareness, Consideration, Loyalty, and Advocacy Stages
Re-Sharing our blog posts can drive awareness on Social Platforms
As well as our native social platforms bringing more awareness in general
Re-targeting Paid social Content can heavily impact the Consideration stage
Videos and Webinars can also aid in the Loyalty stage, as we can customize tutorials and Product Knowledge Videos dependent on the client's needs.

EMAIL CAMPAIGNS:

It can aid in every single stage.
Behavior target emails can be helpful in the earlier stages as we get to know the customer
Eventually, once we move onto a Welcome Series email, Nurture Campaigns to Engage, or Email Newsletters - This can impact the Conversion stage.
Speaking of... continuation of relevant newsletters alongside personalized milestone emails from us can positively impact the Loyalty Stage.
In order to gauge customer satisfaction and to have success in the Advocacy Stage, Post-Project Survey Emails can play a critical role.

WEBINARS, BLOGS, VIDEOS

It can aid us in mostly the Awareness and Loyalty Stages.
SEO-Driven Blog posts and Videos can really drive Awareness as gives Aimpoint more visibility through search results compared to our competitors.
More specified Videos, Blogs, and Webinars can help nurture the relationship with a customer who might collectively or uniquely need guidance with specific aspects (Tutorials, Tips, etc)

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SUMMATION OF BUYERS JOURNEY + CONTENT MARKETING

Awareness

Persuade

Decision

Blog post

Social media posts

White papers

Videos & Webinars

Behavior-Email

Retargeted Social Media

Customer Success Stories

Win Stories x Partners

Newsletter

Nurture Email

Welcome Email campaign

Blogs and Videos

to fit specific needs

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PERSONAS

Should we get more Granular?

You can find a full research list of 10 Personas here

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PERSONAS

4 TYPES OF PERSONAS

C-Suite

Analytics

Knowledgeable V - Level

CEO, CFO, CMO

Decisions are made

upon the both direct solution and overall long-term value we can bring

Head of Analytics,

DS, DE, or DA on the client’s side.

Decisions are made upon the detailed and expertise knowledge we can bring

Automation, logistics, AI, Automation

Decisions are made upon overall trust, and further assistance of tools

Unaware

Clients who have no to very limited exposure to our partners or our services.

Decisions are made on how easily we can solve their challenges

Executive

Internal

Buyer, External

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PAIN POINTS AND CONTENT MARKETING APPROACH

C-Suite Christian

Chief Technology Officer

Anastasia from Analytics

Head of Analytics

V Level Valeria

Director of Automation

Unaware Ulysses

Director of HR

PAIN POINT

Inefficient preexisting models
Not enough internal resources to solve their own challenges

CONTENT:

Specialized emails, posts, and newsletters
Content to boost engagement
Value accelerator, buy-in, and special offer content and email are critical

PAIN POINT

Lack of Quick or Long-term wins
Lack of time and resources to upgrade process (that won’t scale)

CONTENT:

New Product Knowledge, feature-centered content.
SEO-specific searched topic blogs

PAIN POINT

Team members who need upskilling
Lack of innovative solutions for a challenge that persists internally

CONTENT:

Educational videos and text
Value accelerator content through email and socials

PAIN POINT

Lack of understanding
The lack of visualization and optimization to solve current challenge

CONTENT:

Educational videos and text
Customer Success stories and Newsletters

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SCENARIO-BASED, FICTIONAL PERSONA

Communication Style

Direct, active and assertive

Might need a few email touches and or a slight game of telephone to get in touch

Assume generalized content won’t deliver results nearly as much as the other persona groups.

Customer Journey: Awareness

Direct Marketing emails and or general awareness campaign on social media might be the best to catch this group’s attention

Biography

Experienced industry leader with a wide array of history and knowledge.

Prioritizing both cost and time efficiency and data-driven initiatives.

C-Suite Christian

Chief Technology Officer

Customer Journey: Persuade

Behavior targeted emails

Paid media content, re-direction

Client success stories in video & Text

Use cases on the site

Customer Journey: Decision

Newsletters with a specific tone to address this group

In-active client re-engagement email chain to serve as a reminder of existing pain point and our variety of solutions

Content Marketing Response

Highly personalized content that serves this group

Targeted language under the assumption this group has working and or expertise knowledge on the tools and topics at hand

Cost and labor-efficient special offers

Value accelerator themed content

Decision Factors to consider

Certifications and what we can deliver as a multi-practice firm (DE, DS, DA, Strategy)

Upskills, training, governance (essentially up-keep following our initial solution to ensure the client’s success)

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SCENARIO-BASED, FICTIONAL PERSONA

Communication Style

Relationship building, the connection is important since baseline knowledge is already established

Might also be skeptical given existing expertise

Rules, procedures and data-driven content is important

Customer Journey: Awareness

More specified content

SEO driven blog posts, video campaigns to fit their specific searches

Biography

Most likely, a buyer of one of our partners.

Has a long history of working in either DE, DS, or DA themselves

Employees of our partners also would be grouped here

Anastasia from Analytics

Head of Analytics

Customer Journey: Persuade

Behavior targeted emails

Paid media content, re-direction

Client success stories in video & Text

Use cases on the site

Customer Journey: Decision

Newsletters with a specific tone to address this group

More educational and product knowledge content on social media to expand upon what they already know.

Content Marketing Response

Educational tutorial-based videos and text to show our expertise

New product demos in video and text

Marriage of SEO-guided and creative content to capture their eyes

Newsletters geared towards their needs for their partner of choice

Decision Factors to consider

How much we can improve upon their existing process

Envisioning long—term success and improved performance projection using past success stories.

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SCENARIO-BASED, FICTIONAL PERSONA

Communication Style

Potentially skeptical or filled with generalized questions to expand upon their own knowledge of the platforms.

Enthusiastic to utilize their knowledge to continue the working relationship with us.

Customer Journey: Awareness

White papers

Webinars, videos, blogs with SEO search

In-person events with content available (such as demos)

Biography

Has some knowledge of the data lifecycle and analytics.

Knows what to expect from data visualization for example.

Values innovation.

V Level Valeria

Director of Automation

Customer Journey: Persuade

Behavior-targeted emails, Newsletters

Targeted social media content

Use cases�
Inactive user re-engagement campaign

Customer Journey: Decision

Newsletters with a specific tone to address this group

Special offer content that marries the quality of our work and cost efficient pricing.

Content Marketing Response

Condensed tips, eye-catching social content

SEO-friendly blog posts that answer some major questions they might have

Catered Newsletters and email campaigns

Content and email touches to re-ignite inactive clients.

Decision Factors to consider

Trainings, on-going support with solutions

Large sample of client stories in text and video to fill the gaps of what the client wants to see in our solution and the on-going relationship.

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SCENARIO-BASED, FICTIONAL PERSONA

Communication Style

Receptive to what he can understand but might have a lot of questions he does not know how to ask.

Building trust is important, which can be done through our large sample pool of case studies, use cases, and customer success stories

Customer Journey: Awareness

Generalized social media postings

Search friendly Blog

Discoverable videos and easy content

Biography

Has limited to no knowledge of DS, DE, or DA.

Knows they have a challenge and needs a solution but won’t be able to have technical input.

�

Unaware Ulysses

Director of HR

Customer Journey: Persuade

More generalized newsletters

Win stories

Paid social content (generalized)

Customer success stories

Customer Journey: Decision

Welcome email series

Nurture campaigns

Webinars, online event promos

Content Marketing Response

Quick and easy-to-digest tips, blogs, and content

Educative content that is not too niche or advanced

Newsletters

Nurture campaigns to establish long-lasting trust with our brand

Reputation building content, especially in the awareness stage

Decision Factors to consider

Our success and positive reputation across various industries

Workflow tests and upkeep of the solution even after the project.

Potentially assistance, trainings and upskilling needed for future

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Currently:

CURRENT STAGE OF CONTENT MARKETING

Open rate average varies 8-26%
Lack of variation and diversity in content

Current content focuses on internal news, events, and content cross-promotion (blogs + videos)
1800 followers within the last 365 days, averaging us to 5 followers per day
700-1000 impressions is an average number for recent content
Lacks native social content that is specialized for the platform

TWITTER

Growth often halts and plateaus
Larger followings of current team members not utilized
In May, our tweets garnered over 6,536 organic impressions
Overall lacks regular posting in both cross-post promotions (events, blogs, etc) and native content

YOUTUBE

The current production of long-form content has shown success
Deeper SEO research into key terms and tags is needed
Treatment of content as a visual blog
Follower and engagement are sparse, with only one content garnering regular attention and steady incline

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Plans for Improvement:

IMPROVEMENTS THROUGH CONTENT

EMAIL CAMPAIGN IDEAS

Workflow drip of emails utilizing Value Accelerators
Creating Content around services we provide, such as CoE, and amplifying the details of the service through each email flow
ABM Email Campaigns focusing on specific audiences and the niche solutions we can provide

Current content focuses on internal news, events, and content cross-promotion (blogs + videos)
1800 followers within the last 365 days, averaging us to 5 followers per day
700-1000 impressions is an average number for recent content
Lacks native social content that is specialized for the platform

TWITTER

Growth often halts and plateaus
Larger followings of current team members not utilized
In May, our tweets garnered over 6,536 organic impressions
Overall lacks regular posting in both cross-post promotions (events, blogs, etc) and native content

YOUTUBE

The current production of long-form content has shown success
Deeper SEO research into key terms and tags is needed
Treatment of content as a visual blog
Follower and engagement are sparse, with only one content garnering regular attention and steady incline

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Plans for Improvement:

IMPROVEMENTS THROUGH CONTENT

EMAIL CAMPAIGN PLANS

Email Flows utilizing Value Accelerators
Email Flow highlighting existing service: CoE
ABM Email Campaigns, working with Account Executives to target Industries + Specific Challenges
Monthly Newsletters: Open rate goal of 18-20%
Target Buyer, Internal Persona with newsletters
Target Executive Persona with ABM emails

YOUTUBE CONTENT PLANS

Create hyper shareable content that can be reposted by our partners (targeting internal employees)
Plan on hitting 700-1,200 views per content; share across platforms
Look for collaboration opportunities, different creators (or internal such as Tableau Tim)

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Plans for Improvement:

IMPROVEMENTS THROUGH CONTENT

Content focused education, tips and shareability is prioritized for discoverability
Implement spend behind relevant posts: especially on our Product Knowledge Content
Since March, there has been an incredible boost of reactions, comment and reposts.
The new aim is to sustain 12-28% Engagement rate for all posts; even the blog promotions
Targeting buyer personas for discoveribility

TWITTER CONTENT PLANS

Increase consistency with regularly scheduled content: Tip of the week
Utilize hashtags and communities to balloon growth
Create leads, and potentially look into putting spend behind tweets to improve click-through-rate

Current engagement averages around 3-9

LINKEDIN CONTENT PLANS

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MEASURE OF IMPRESSION AND FOLLOWERS

METRICS CAN BE FOUND HERE: Q2 Tracking, Content Ideation.xlsx

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BLOG CONTENT AND SEO PLANNING

The Breakdown & Plan

Boosting website traffic with topic clusters involves breaking down a main article into smaller, related articles. ��This cluster includes a central pillar page that gives an overview of the topic and several supporting cluster pages that cover specific subtopics. ��The method involves choosing an article that can be broken down into subtopics, extracting related keywords, analyzing competitors to create comprehensive content briefs, and linking cluster pages together.

Our content can greatly benefit from in-depth SEO planning

EX:

Cluster: Snowflake

Related blog posts and videos: Introduction to Snowpark, Using Snowpark for Dataiku, etc��Keywords to mention in video description and blogs: Snowpark, Snowflake, Python, Java, What is Snowpark, How to use Snowpark

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BLOG CONTENT AND SEO PLANNING

2. Create a mini-SEO content brief. Steps involve analyzing top-ranking content on SERP to get ideas and form an outline. ��Key information to consider are the main topic, customer journey stage, search intent description, keywords, competitor info, and content outlines. ��Provide APD team members with a clear directive.��

Our content can greatly benefit from in-depth SEO planning

EX:

Hey Diego, the SERP shows that Databricks users are asking for what is Databricks in the preliminary stages, some related keywords include Azure, PowerBI, Cloud. When introducing in the blog before diving into niche topics for our clients, we need to mention these keywords in the way to explain or compare.

3. This allows us to link each cluster page to the pillar page and consider user experience when linking cluster pages together.

Keep clusters updated with fresh content, track performance, and adjust accordingly.

In summary: Creating a cluster from scratch involves keyword research, audience understanding, and observing performance. Topic clustering helps to avoid content cannibalization, boost SEO performance, and aligns with the customer journey.

��

EX:

Looking up performances of the recent blogs that have performed well, expanding upon that as a cluster.�Updating the links within those blogs to link back to one another.

Similarly, creating more social content based on such topic cluster, or even creating topic clusters based on social posts that have perfomed exceptionally well.

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SEO TOPIC ASSIGNMENT

DA, DE, DS SEO Discovery Call

Quarterly call with Sales Leads and Practice Leads to discover reoccurring themes, questions and topics�

The Plan

2. Extensive SEO Research to turn them into a functional list of topics �

3. Touch base with Practice Leads to assign the topics of blogs and content alongside deadlines�

Example:

Links:��Data Science SEO List

Data Engineering SEO List

Data Analytics SEO List

4. Cluster topics, assign how to incorporate Key Words in the blog itself on the clickup boards

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PLATFORM

Desired Outcome

Content ideation should focus on the desired outcome and be categorized by content type (+platform).

Conducting a quarterly audience analysis of what platform attracts specific demographic and conducting an SEO deep dive for market research of what content is in demand would be critical for content ideation.

Utilizing pre-existing platforms such as LinkedIn, Blog, and YouTube by creating supporting content on a scheduled cadence is expected.

Adoption of new platforms and outlets such as weekly newsletters will diversify our content strategy and create better leads for potential clients.

CONTENT IDEATION

CONTENT EXECUTION

Category | Pillar driven: Focus on specific campaigns for native posts

Focus on partnerships (with content built around Snowflake's initiatives, Dataiku, Snorkel, etc)
Cross-posting content from YouTube, our Blog, and our teammate's posts.
LinkedIn is our primary Social Media outlet, which can platform both external and internal content. This can drive brand awareness and traffic to our blog and increase followers.

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PLATFORM

YOUTUBE

The pillar of focus would be educational and product knowledge.
Content build-out should focus on Demos, partnerships, and visually appealing news and launches.
Tutorials and content optimized for search to drive traffic not just to our channel but eventually to our website.
Always pair with a blog and cross-post on social media for additional traction.

Launch of monthly newsletter updating company-wide updates, launches, and industry trends.
Templatize emails for different needs and stages of the customer buyer journey.
Value accelerator content: Healthcheck PDFs or landing sites
Adding buy-In and special offer emails to personalize email flow
Automate the workflow and email drip for customers through HubSpot.
Focus on General, Alteryx, and Snowflake with different groupings of personas to address.

TWITTER

Utilizing Twitter can upkeep the relevancy of our brands.
Use the trends in our niche to gauge social listening and competitor research.
Retweet relevant figures and educational content about Data science, engineering, and analytics to boost engagement.
Native content might have to rely heavily on cross-posting other social content.

INSTAGRAM

Internal / Culture driven: Highlight events, and employee and company achievements.
Recruitment tool to showcase how amazing Aimpoint Digital is.
Educational content reels: re-use longer form content from YouTube to create snackable reels.
Show social responsibility by creating more stories and highlights that can directly link back to our website.

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CONTENT PILLARS

EDUCATION

Tutorial | Demo: With the intent of teaching the audience how to use our partner's services (Snowflake, Dataiku, etc)
Did You Know Posts: Achievable tasks that might be hidden functions, new features, or brief how-tos.

PRACTICE AREA SPECIFIC

Narrow down specific niche audiences and meet their content needs.
Specified content for Data Science, Data Engineering, Data Analysis, and Analytics Strategy.
Value accelerator content, such as the health check, special checks & audit PDFs will fall in this pillar.
Content highlighting key differentiators + Content highlighting how each practice works cohesively as a full service

PRODUCT KNOWLEDGE

Cross over from educational content, a more in-depth look into how our partner's products work and how they can benefit our clients.
Posts regarding product information, updates, and frequently asked questions.
ServerPAHL (our own product) insights
Potential for series

POSITIVE IMPACT

Positive client reviews
Case Study highlights
Shareable quotes pulled from positive reviews

BEHIND THE SCENES

Photos and videos from events
Annual trips and gatherings

SOCIAL RESPONSIBILITY

CSR content: International Women's Day, Black History Month, AAPI month, etc
Cause-based posts

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SCHEDULE + CADENCE

YOUTUBE

2 videos per month
Explore increasing frequency through shorts
Re-share video assets on different platforms

BLOG

Twice to three posts per week, followed by Social Media
It will also be highlighted in the Newsletter
SEO-Driven content focus

Monthly newsletter with relevant updates from each practice
More specified email cadence for different stages of the Buyer Journey will differ

4-5 posts per week
Drive more engagement by boosting posts
Focus on partnerships & creating opportunities for our own employees to share and gain traction on posts

TWITTER

4-5 Tweets per week
Twice-per-week: Tip of the day tweets from our Team Members (Must be short and shareable)
Re-purposing PDFs as images, videos for short snippets and Client Success Stories
Potential spend to boost engagement and followership

INSTAGRAM

3-4 in-feed posts per month
1 Reel (re-purposed YouTube video)
2-3 stories per month (re-purpose PDFs)
Internal news, recruitment content, focus on shareable content