The first useful step for a successful Content Production is having a clear brief from the client. Usually, we arrange a one-to-one meeting or a videoconference call — this step is a key point since there are questions that naturally arise in a conversation, and which may never occur via email or other indirect channels.
The brief is a document that outlines context, purposes, and expected outcomes of the project, but also clarify the cultural background, trends and hot-topics to consider, the Brand Essence and its history, so we can detect the way it can be pose to enhance its reputation, awareness, interest, and so on.
Other key points about Content Production is the setting up of the Tone Of Voice (TOV), and the Web Positioning mapping.
Tone Of Voice is the essence of the brand managed on a linguistic plan: it's discussed through a "question-time" with the client in accordance with a socio-cultural analysis and the target's features we can find. In a nut, the Tone Of Voice is the best way through which the brand talks to people: so, it has to be coherent with the whole Brand Identity System, massive and steady in time.
Web Positioning, instead, is always a useful first-action to get an "in-web penetration index" of a brand, so we can balance the strategy around the necessary keyphrases for the brand awareness itself as well as the reference industry or audience. A SEO Audit aimed at the main keywords is one step of the workflow, but Brand Naming and Value Proposition analysis online will be under investigation as well. An interesting point is the Brand Storytelling analysis which is pivotal to make our client a strong competitor inside the market, and to build up an effective long-term positioning strategy.
