GlobusContent strategy

What is content strategy?

What is content?

It is how we communicate knowledge in different forms: Informative Instructional Entertaining

What is content strategy?Content strategy plans for the creation , delivery and governance of useful, usable content.

Why’s it important?Meeting the goals of the business and the customerAttract new customers and maintain loyalty of existing ones

Audience Profile

Male and female above 15 and around 25 years The customer resides in tier one cities Customer is interested in latest fashion and has a high budget to be spent on

Fashion related garments or accessories. Customer uses brands like Loreal, Fastrack and Catwalk Follows latest fashion trends, hangs out in pubs,cafés

Content Strategy

Persona 1(Age 15-19)(Late teens)

Persona 2(Age 19-21)(College going)

Persona 3(Age 21-25)(Young professionals)

Discovery •Fashion trends •Style tips- latest trends •Lifestyle

Consideration

•Latest trends; what to buy for particular occasion

•Latest fashion+ comfort

•Fashion tips+ value for money

Decision •Which clothes to buy for different looks

•Clothes for different occasion

•Lifestyle related posts+ celebrity trends

Buying Stages

CustomerPersonas

Editorial Calendar

Feb-13 Mar-13 Apr-13

Main Theme Valentines day/EOSS Beginning of summer/ Holi Summer/Hindi new year

Home Page Stories V-day/ Gifting options/EOSS Fresh arrivals Summer trends

Focus categories EOSS Colored outfits/New arrivals Summer dresses

Blog week1 EOSS blog Holi special Summer clothing

Blog week 2 Plan the perfect valentines day 1 Hot trend for every month Summer dresses

Blog week 3 What to do if you screwed up- after valentines day gifts

Fashion police- reviews for awards, shows etc.

Back-packing trip for summer vacations

Blog week 4 Pick 1 celebrity icon for every month- guy or girl

Pick 1 celebrity icon for every month- guy or girl

Pick 1 celebrity icon for every month- guy or girl

Email 1-4 Valentines day special Holi festival/ Focus on colors Beat the Heat- spring season trends

Email 5-8 EOSS Mailer on summer trends Promotional mailers

Text highlighted in RED is subject to change

Editorial Calendar

May-13 Jun13 Jul-13

Main Theme Summer General Rainy season

Focus categories Summer wear New arrivals Rainy season

Blog week1 Nail art trend Current trend-movie(dress style) Clothing you should avoid during rainy season

Blog week 2secret to look thinner with

fashionable kurtis

How to mix and match clothes Hair styles for different looks

Blog week 3

8 must have shoes for women

Rainy Season Fashion Tips for the Stylish Woman

Weekend getaways!

Blog week 4 Ethnic Clothing Tips on office styling! Write about a celebrity

Topics subjected to change depending on current trends

Thank you