Brief

Client in the personal care industry

We have an exploratory meeting with the client who wishes to occupy an important place on social networks.

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The client is currently very active on Facebook and Instagram and wants to develop LinkedIn.

Challenges

Team mobilization and audience engagement

The customer would more like content creation to be everyone's business. On the other hand, it is very difficult to motivate the team and to ensure that the content generated from its employees remains in line with their objectives and in the rules of the order in terms of "branding" and topicality.

In addition, the engagement rate on their publications remains low.

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How? 

The tools used

The "content pillars"

After a discussion in order to clearly define the objectives, the M48 Consultation team proceeded to:

• Analysis of current content

• Brand and company analysis (branding)

• Brainstorming sessions

• Analysis of the company's strategic positioning

• Target audience analysis and persona creation

• Context analysis and monitoring

• Competitor analysis

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Following the analysis, we gave the client their content strategy guide , including the key element: "Content pillars".

Also called "content pillars" or "content buckets", these pillars are defined by themes / subjects / categories and represent the foundation of your strategy. They are in a way the foundation of the content strategy and allow you to stay in harmony with your goals and your corporate brand, stay consistent and above all, stay inspired!

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We put together a custom training to the management team as well as to the staff. We also handed out tools (posters, employee idea submission forms, etc.) to make content creation everyone's business!

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Result

A mobilized team, inspiration and commitment

With all the tools created for the client, the entire team immediately understood exactly what to do and why. Inspiration came immediately and we even hired a graphic designer to create content templates.

The calendar was created easily, but most importantly, a mechanism is now in place to ensure that content creation is an ongoing process.

What the client thought

The tools used

"My content strategy, I already had it ... But it was right in my head! Marie-Elyse helped us conceptualize it in order to ensure that we remain focused on the elements responsible for remaining relevant.

This conceptualization also helped to mobilize our employees and ensure that everyone can create content, but the audience will feel like it's just one person! "