What is a content strategy?
A content strategy is just a brief guide to how we’ll use content to achieve our goals and meet our prospects’ and customers’ needs.
Post content that will help merchants and partners become (and stay) Gravity customers.
Provide relevant content for each stage of the customer journey (awareness, research, consideration, purchase, retention).
Gravity’s content strategy
Produce entertaining multimedia articles and stories to help busy independent merchants run their businesses with confidence and create lasting success.
“Produce …” We’ll generate most of the content ourselves, in-house, which will add legitimacy to what we do (as opposed to hiring free-lancers, for example).
“… entertaining multimedia articles and stories …” We’ll tell text, audio, and video stories with authority and (as appropriate) irreverence, building on our brand promise of being a bit iconoclastic. Purely functional content (such as QRGs, FAQs, etc.) will be clear and precise.
“ … to help busy independent merchants …” Being and indie business owner is tough. We’re going to make their lives easier.
“ … run their businesses with confidence …” The goal is to give business owners just enough content, and no more. We’ll focus on creating helpful and inspirational content that’s in our areas of core competency: processing, ecomm, loyalty, working capital, analytics, etc.
“… and create lasting success.” This is what we always want to keep in mind. It’s the ultimate benefit we give business owners. Plus, their long-term success is our long-term success.
There are three:
- independent business owners
- partner prospects (POS system providers, business associations)
- payment-integration developers
Each wants mutually prosperous relationships with their financial services partners.
What kind of content do we create?
- Web pages
- Blog posts
- Product descriptions
- Video stories
- How-to videos
- Resource articles
- “About the industry” videos
- Job descriptions
- FB, LI, Instagram, Twitter posts.
- SEM ads
- Nurture and drip campaigns
- Drift sequences
- Outreach sequences
- Internal newsletter/updates
- Merchant newsletter
- Merchant newsletter/magazine