Content Strategy

Managing and creating the distribution of all tangible media of value to consumers.

Start with Content Strategy

Defining your content strategy starts with choosing the right persona’s, content tools, content sources, and online brand DNA. Once you have defined the foundation of your content, think of tropicals. What key topics will shape your content? For each topic, ideate on long-form content such as blog posts, podcasts, video, keynotes, etc.

Distributing long-form content will teach you much about what short-form content to publish. Divide your long-form content into multiple short-form content pieces across multiple platforms. For example, pick a segment of your blog post and publish it on Facebook, Instagram, and LinkedIn tailored to each platform. Learn what works for each medium and iterate.

Copywriting & storytelling

Your company needs a uniquely branded voice. You need content that your audience understands and more importantly, engages with. Copywriting is a big part of online communication. From simple Facebook posts to the full copy of your website. Copywriting is more than using buzzwords, but truly understanding what the competition is doing and improving in SEO while writing in the right tone of voice.

Search Engine Optimization

With Search Engine Optimization you are competing to be ranked on the first page of Google. Let’s say a compelling author read by your target audience has published a book. You could use the same words used in the title of the book for your page. This will rank you next to the book or even higher. With fully optimizing your website for SEO, leads will come in a cost-effective manner. Cluster your content effectively.

Social Media Plan

Organic reach has gotten harder on social media. You need a plan that is focussed on engagement, created by someone who understands the social media algorithms. Every medium has its own type of communication and serves a different purpose. What makes a good Pinterest strategy differs from what you will place on Instagram.

Tone of Voice/View

You need to create compelling messages that fit with your branding, as well as the tone of voice your customers want to engage with. This means creating the right visuals to stay consistent with your branding, and sharing the right posts at the right time. Visualize your brand right on each unique medium.

“A good content marketer can empathize with their audience and can therefore understand what topics they should create content on, what tone of voice to use, and what channels to promote the content in.” – Pawan Deshpande

Overheard gossip

Tom added a new dimension to our online experimentation process. We were able to get fast, concrete results in days that would otherwise take us weeks internally.

Marketa Kadeckova – Innovation Manager at ING Prague

I worked with


Digital projects from ideation to acceleration with an obsession for online human behavior. Understanding cases from top to bottom, looking for growth opportunities is my focus.

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2020 © Tom De Moor