Content Marketing
Strategy
May 2016
1
Contents
1. Situation analysis and audit
2. Target audiences
3. Content ideas
4. Big Ideas
5. Execution
6. Distribution
7. Measurement
2
Situation analysis and audit
3
Goals
• To increase lead generation
• To increase awareness and visibility of Domino Printing
• To be seen as an expert in terms of thought leadership
4
Objectives
Considering the customer journey funnel we have identified these
primary objectives
1. Lead generation content for service and product pages
2. Content for informational pages such as case studies, news and PR
3. To have a list of content needed for Domino to create
4. Improve the bounce rate by %
5. To increase the number of organic search visits by %
6. To increase the number of unique web visitors by %
7. To allow leads to reach and complete enquiry forms
5
Brand Guidelines
Brand messages should be;
• Relevant, compelling and true
• Dynamic and aspirational
• Succinct, memorable and brand specific
• Collaborative — invites you to imagine what you could do
• As true of our products as it is of our attitude to our relationships
• Both a customer promise and an internal call to action
Tone should be;
• Enthusiastic but not over assertive
• Technical but not obscure
• Direct thought not confrontational
• Warm but not over-familiar. Avoid jargon and idiomatic language
Current website content;
Brand messages are relevant and carry through the Domino tone of voice. There are pockets of content such
as case studies, You Tube videos and some language that touches on Domino as a company that
collaborates, is dynamic and aspirational. These values need to be brought to the forefront and made more
visible.
6
Current onsite content
Good
Bad
Ugly
Gaps
Slider above the fold
Blog layout
Too many H1 tags
250 words content for
introductory pages with slider
Contact Us
Innovations box unclear
Duplicated content (particularly with
meta descriptions)
Help sections on pages
Blog
Meta descriptions and title tags too
long
Product pages well optimised
for headings
Contact form (re-consider fields
used)
Product comparison tool
Consumables pages (hard to read)
No calls to action on blog pages
Blog pages on separate domain
7
Social content
Good
Bad
Ugly
Gaps
High quality followers on Twitter
Timing of posts
Little community building
Opportunity to leverage audience for community
building
Popular content is on new products,
solutions to pain points, industry
comments, behind the scenes pieces,
employee highlights and case studies
Social engagement is
mainly through likes
Creating more multimedia and shareable,
comment worthy content
Unique value proposition
Localised content and distribution
Facebook presence
Optimised distribution
UTM tracking
8
Site authority and inbound links – key statistics
•
•
•
•
•
Domain authority: 58
Page authority: 52
Total backlinks: 5,400
Total domains: 746
Total social shares: 656
9
Competitors
Who are they?
• Videojet
• Markem Imaje
• Linx Global
What do they do well?
• Markem Imaje has small, clear calls to action on their home
page.
• Videojet have a good layout on their home page, with
imagery and written content in each tile.
• Linx Global make it easy to find the product best suited to
requirements using their Solution Finder and Category Pages.
They have a useful help section and technology guides.
What don’t they do well?
• The Videojet home page does not have any H1 tags
• Markem Imaje has minimal product page content
• Linx Global do not have specific keywords within page
content and has long title tags
10
Key Search Areas
Page Location
Key Phrase
Search Volume
Home Page
industrial printers
Company Information
Products, Laser Coding
Products, Inkjet
Bounce Rate
Difficulty
Rank
210
10
4
industrial printer
140
10
5
market overview example
238
83.87
citronix
207
66.46
anti bribery policy
187
87.9
anti bribery policy for small business
136
88.17
bribery policy
83.01
laser marking
94
210
22
19
laser marking machine
110
28
34
laser etching machine
320
57
99+
co2 laser
720
40
56
laser scribing
17
70.59
egg printer
104
60.98
continuous inkjet printers
94
66.42
inkjet barcode printer
84
63.67
rip editor
53
88.68
opaque printing
17
64.71
11
Key Search Areas
Page Location
Key Phrase
Search Volume
Products, Binary Inkjet
binary coding
140
binary print
Products, Piezo Drop On Demand
Bounce Rate
38
78.95
drop printer
1132
80.82
drop on demand
227
80.25
dod printing
132
67.66
50
74.67
75
69.64
29
72.95
drop on demand technology
dod printer
drop on demand inkjet printer
Difficulty
Rank
68
99+
packaging printers
90
58
99+
package printing
30
39
59
carton coding
10
5
2
drop on demand printing
108
74.11
4
1
drop on demand piezo
27
70.37
4
1
drop on demand printer
31
70.42
3
1
22
76.78
piezoelectric inkjet
12
Key Search Areas
Page Location
Key Phrase
Search Volume
piezoelectric printer
Bounce Rate
Difficulty
Rank
10
8
7
carton coders
10
9
9
piezo ink jet
10
6
3
duplex printing
1000
76
99+
duplex printer
170
66
99+
monochrome printer
140
74
99+
monochrome printing
30
66
99+
simplex printing
30
53
99+
continuous feed printer
20
47
99+
on-demand book printing
20
48
99+
transaction printer
10
48
99+
variable data printing
90
75
99+
carton printing
20
21
23
direct mail printing
20
59
99+
variable data printer
10
40
99+
13
Key Search Areas
Page Location
Key Phrase
Search Volume
metallic foil printing
Bounce Rate
Difficulty
Rank
10
52
99+
print on folders
10
49
99+
print on tags
10
50
99+
metal foil printing
10
57
99+
print on forms
10
50
99+
barcode printer
720
78
99+
plastic card printing
480
29
35
barcode printers
170
78
99+
security printing
90
46
86
qr code printer
70
19
27
address printer
70
58
99+
security printers
40
66
99+
modular printer
10
50
99+
print on cardboard
40
64
99+
14
Key Search Areas
Page Location
Products, Valvejet
Products, Print and Apply
Key Phrase
Search Volume
print on bags
Bounce Rate
Difficulty
Rank
30
53
99+
identification marking
10
69
99+
traceability marking
10
40
99+
gs1 barcode printer
10
17
38
valve jet printing
10
3
1
valve jet
10
4
1
valvejet
10
41
99+
valve-jet technology
10
3
1
valve-jet printing
10
3
1
label printer
5400
43
64
label printers
1000
29
32
label applicator
140
27
30
thermal transfer label printer
70
13
71
barcode label printer
210
74
99+
15
Key Search Areas
Page Location
Key Phrase
Search Volume
Products, Thermal Inkjet
thermal printer
thermal printers
tij
Products, Thermal Transfer
Products, Software Integration
Difficulty
Rank
1300
36
52
210
28
30
22
23
11
5
10
6
91
Bounce Rate
63.51
thermal printing
90
thermal inkjet
80
thermal inkjet printer
53
tto
353
thermal transfer printer
140
10
4
thermal transfer
140
15
7
tto printer
19
label printing software
590
74
95
label design software
140
69
99+
barcode printing software
50
58
99+
labelling software
40
65
99+
71.78
88.68
60.21
62.15
16
Key Search Areas
Page Location
Difficulty
Rank
390
72
99+
colour label printer
590
19
26
Application, Receipt Printers
receipt printers
90
77
99+
Application, Barcode Printers
barcode printer
590
78
99+
barcode label printer
210
74
99+
can printing
186
66.33
printing on plastic bottles
126
69.1
laser printing on plastic bottles
122
61.64
beverage can printing
110
68.47
printing on aluminium cans
69
72.61
plastic bottle printing
63
65.07
aluminium can printing
57
63.89
bottle coding
49
68
printing on cans
46
64.28
inkjet bottle printer
38
63.88
pet bottle printing
36
70.73
Products, Digital Colour Label Press
Industries/Sectors, Packaging and Coding
Key Phrase
Search Volume
Bounce
Rate
quick design lite
25
64
thermal label printer
17
Key Search Areas
Page Location
Key Phrase
bottle cap printing
how to print on plastic bottles
printing on pet bottles
printed cans
Industries/Sectors, Print and Mailing
Search Volume
Bounce Rate
32
62.5
29
62.2
27
63.5
14
73.41
Difficulty
Rank
glass printing
170
31
41
bottle label printing
140
27
38
plastic bottle printer
72
64.33
bottle printing
72
60.98
food labelling
1300
76
99+
ticket printing
1000
45
84
mailmark
590
20
31
print finishing
260
46
86
18
Key Search Areas
Page Location
Key Phrase
Search Volume
plastic card printer
390
ticket labels
Industries/Sectors, Industrial
Applications
Glossary/FAQ
Difficulty
Rank
73
99+
23
65.22
wire printing
138
61.72
printing on metal
90
63
99+
printing on plastic
170
65
99+
fabric printer
320
65
99+
fabric printers
210
60
99+
printing on glass
170
27
36
printing on wood
320
69
99+
wood printing
110
68
99+
pcb printing
110
17
21
how does a printer work
210
12
18
how does an inkjet printer work
110
38
99+
waste ink disposal
Legislation
Bounce Rate
falsified medicines directive
26
80.39
49
78.64
19
Key Events or Activities (awaiting info from client)
Key Events
• Drupa International Trade Fair
• 7th Annual Pharmaceutical Serialisation and Traceability Summit
• Label Expo USA?
• Label & Print?
Key Activities
• New technologies
• Legalisation protecting consumers and technology relating to
serialisation (new EU law in 2018)
20
Target Audience
21
Website Target Audience
Target industries:
Job Titles:
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Beverage
Cosmetics & Personal Care
Food
Pharmaceutical
Tobacco
Purchaser
Marketing Manager
Original Equipment Manufacturer
Project Manager
Production Manager
Project Engineer
Head of Maintenance
Factory Manager/Owner
Packaging Specialist
22
Target Audience – Current Information Sources
Information source
Title
Search for information
Google, Google News
Exhibition/trade shows
Drupa
Networking/associations
•
•
•
Social media
LinkedIn
Peers
•
•
•
•
•
The Packaging Association
Foodservice Packaging Association
Processing & Packaging Machinery
Association
Dominic Cakebread, expert in global
packaging
Sean Smyth, consultant in the print industry
Meg LaTorre-Snyder, Editor
of Pharmaceutical Processing
Claus Bolza-Schünemann of Drupa
Torben Vogt, Global Pharma Director for
Videojet
Trade publications/websites
•
•
•
•
Print Week
Packaging News
Packaging Europe
Packaging World
Banners
Advertising banners
Mailing
Emailers
23
Social Media Target Audience
Target industries:
• Beverage
• Cosmetics & Personal Care
• Food
• Pharmaceutical
• Tobacco
Job Titles:
Purchaser
Marketing Manager
Original Equipment Manufacturer
Project Manager
Production Manager
Project Engineer
Head of Maintenance
Factory Manager/Owner
Packaging Specialist
24
Social Media Target Audience
Out of the 400 followers on LinkedIn;
•
•
•
•
27.8% are senior with 27.1% entry
21.6% work in sales with 12% in engineering
31.7% work in printing with 6.4% in automotive
89% are non employees of Domino Printingin
25
Building Personas — Customer
26
Building Personas — Customer
27
Building Personas — Customer
28
Building Personas — Brand Persona
We are the first choice for customers for;
•
Our leading technology and service
•
Our inspiring culture
•
Our performance and consistency
VALUES
1. Listening and honesty
2. Clarity and focus
3. Energy and urgency
4. Attitude and commitment
PERSONALITY
Architect – Has vision, originality and understanding. Earns trust through client knowledge. A helper, shows expertise and
leadership but is a team player.
Music Teacher – Think masterclass…Inspires greater achievements, offers encouragement, support and clear
demonstration.
29
Audience
segments
(Countryclub)
Influencers
and outreach
targets
Read by directors and
senior management
Food and beverage
manufacturers
Largest
manufacturing
sector
60,000 readers
18,000+ unique
visitors per month
Pharmaceutical
industry
30,000 global readership
93% involved in
10,000
purchase Printing &
readers
decisions packaging 100% decision
industries
makers
Domino
Printing
137,000 unique
monthly visitors
60,000+
unique
website
Cosmetics industry
visitors
Cosmetics, Toiletries &
Perfumery Association
Content Ideas
31
On-page content ideas
32
Topic
New Page Required
New legislation:
Yes
Key Phrase
Objective
Counterfeiting in pharmaceuticals
laser marking,
packaging printers,
package printing,
falsified medicines
directive
Thought leadership
Serialisation
laser marking machine,
laser marking,
packaging printers,
package printing
Thought leadership
label printers, valve-jet
technology, thermal
printing, thermal transfer
printer, barcode
printing software
Thought leadership
Exhibition hype
Label expo USA, label
and print 2016
Expertise, dynamic, inspiring culture
Drupa
bottle label printing,
can printing, label
printing software
Expertise, dynamic, inspiring culture
What we learned
bottle label printing,
can printing, label
printing software
Expertise, dynamic, inspiring culture
Calendar of events - Interactive calendar
with links
Label expo USA, label
and print 2016
Expertise, dynamic, inspiring culture
Future developments:
Domino predicts…
Yes
What’s happening:
No
33
Topic
New page
required
Key Phrase
Objective
Which printers for which industries?
Yes
Thermal printer, duplex printer,
c02 laser, mail mark, plastic card
printing, ticket printing
Expertise, collaboration
Improving performance - Advice for printing
on different products and how to get the best
results
Yes
Thermal printer, duplex printer,
c02 laser
Expertise, solution, lead generation
Help section
No
How to – advice for using different printers
Yes
Thermal printer, duplex printer,
c02 laser, mail mark, plastic card
printing, ticket printing
Lead generation
Support FAQs
Yes
How does a (inkjet) printer
work?
Lead generation
Product Comparison Tool
Yes
thermal printers, thermal transfer
printer, labelling software, colour
label printer, barcode printer
Lead generation
Colour printing CMYK
Yes
Colour label printer
Expertise
Doing More:
Yes
Highlight people doing more: training, exams,
exhibitions, shows
Yes
industrial printers
Awareness, collaborative,
aspirational, trust
Social responsibility
Yes
anti bribery policy for small
business
Awareness, collaborative,
aspirational, trust
Charity fundraising – match scheme
Yes
industrial printers
Awareness, collaborative,
aspirational, trust
34
Topic
New Page
Required
Domino story:
Yes
FTSE 4 Good Index
Key Phrase
Objective
industrial printers
Awareness, collaborative,
aspirational, trust
Glossary of terms
Yes
rip editor, laser
scribing, binary
coding, drop on
demand, dod
printing, drop on
demand piezo
Expertise, lead generation
Interactive timeline
No – add to history page
industrial printers,
laser etching
machine,
piezoelectric printer,
valve-jet printing
Expertise, dynamic, aspirational,
awareness
Meet the team
Yes
Awareness
Awards and achievements
No
Awareness, expertise, dynamic,
aspirational
Apprenticeships: Training the next generation
Yes
Expertise, collaboration, aspirational,
lead generation
Training Academy: Case Studies, Meet trainers
No
industrial printer
Expertise, collaboration, aspirational,
lead generation
35
Topic
New Page
Required
Industry sectors:
Yes – within industry tab
Key Phrase
Linking to other publications
Objective
Lead generation, collaboration
C02 laser
No
c02 laser
Expertise
Mail Mark
Yes
mail mark, barcode
printer, inkjet barcode
printer, barcode label
printer
Expertise
36
Off-page content ideas
37
Topic
Format
Key Phrase
Objective
Inspirational interviews
Video or blog
printing on wood,
printing on plastic,
printing on metal
Awareness, collaboration, inspiring
achievement
Elizabeth Grant
Case study
bottle label printing,
printing on plastic
bottles
Thought leadership, trust through client
knowledge, collaboration, aspirational
Frozen Bean
Case study
package printing,
packaging printers
Thought leadership, trust through client
knowledge, collaboration, aspirational
Counterfeiting in pharmaceuticals
Article, white paper, blog
laser marking,
packaging printers,
package printing,
falsified medicines
directive
Thought leadership
Serialisation
White papers and blogs
laser marking
machine, laser
marking, packaging
printers, package
printing
Thought leadership
Innovations:
New legislation:
38
Topic
Format
Key Phrase
Objective
How we sped up printing
Blog, video, infographic
drop on demand
printer, piezoelectric
inkjet, valve-jet
printing, thermal
transfer label printer
Thought leadership
Evolution of labels
Blog, video, infographic,
white paper
Label printer, colour
label printer, label
applicator
Expertise
Chart journey of bingo company with Domino
Blog, video, infographic,
case study
ticket labels, ticket
printing
Lead generation, trust through client
knowledge
Industry sectors: Trends
Blog, infographic
beverage can
printing, plastic bottle
printing, food
labelling, print
finishing
Thought leadership
History of printing:
39
Topic
Format
Key Phrase
Objective
Technology & series
Guides
laser marking, continuous inkjet printers,
binary coding, drop on demand piezo,
duplex printing, valvejet, thermal
printing, tto
Lead generation, thought leadership,
expertise
Masterclass – Domino talk about new
technologies
Video
C02 laser, egg printer, rip editor,
beverage can printing, plastic bottle
printing, bottle cap printing, mail mark,
print finishing, wire printing
Expertise, thought leadership,
awareness, aspirational
Which printers for which industries
Blog, e-book
thermal printer, duplex printer, c02 laser,
mail mark, plastic card printing, ticket
printing
Expertise, collaboration
Advice for printing on different products and
how to get the best results
Blog, video
carton coding, printing on aluminium
cans, glass printing, bottle cap printing,
bottle label printing, printing on metal,
fabric printer, printing on wood, plastic
card printing
Expertise, solution, lead generation
Guides, blogs,
videos
dod printing, binary printer, rip editor,
laser marking, plastic card printing,
monochrome printer, barcode printer,
can printing, how to print on plastic
bottles, bottle coding, ticket printing,
tto, label printer, label printing software,
quick design lite
Lead generation
Help section
How to
40
Topic
Format
Key Phrase
Objective
Demo
Videos
laser etching machine, rip editor, drop on
demand printing, duplex printing, variable
data printing, carton printing, qr code printer,
label applicator, tto, label printing software,
receipt printers, laser printing on plastic
bottles, print finishing
Awareness, expertise
Printing in harsh environments
Iron Man test video,
blog
Label printer, continuous inkjet printers,
thermal transfer, industrial printers
Expertise, thought leader, awareness
Cost saving
Industrial printers
Lead generation, solution, expertise
Reduction in downtime
Industrial printers
Lead generation, solution, expertise
Improve quality
Industrial printers, print finishing
Aspirational, dynamic, solution,
expertise, lead generation
Case Studies
Client problem, our solution
Solution, lead generation, expertise
Snap survey and reaction
Collaboration, trust through client
knowledge
Annual survey
Collaboration, trust through client
knowledge
Testimonials
Lead generation
41
Topic
Format Key Phrase
Objective
Bingo tickets
Industrial printer
Solution, lead generation, expertise, trust through
client knowledge
Big name customers
Continuous inkjet printers, rip
editor, inkjet barcode printer,
drop on demand printing,
thermal transfer, duplex printing,
binary print, c02 laser, ticket
printing, can printing, printing on
plastic bottles, thermal inkjet,
carton coding
Solution, lead generation, expertise, trust through
client knowledge
Customers since 1978
Solution, lead generation, expertise, trust through
client knowledge
Journey of a humbug
tto, continuous inkjet printers,
thermal inkjet, carton coding,
packaging printers
Solution, lead generation, expertise, trust through
client knowledge
8 out of 10 beverage producers, who are they?
Laser marking, continuous inkjet
printers, c02 laser
Awareness, trust through client knowledge,
aspirational
Integrate YouTube:
Testimonials
Video
Awareness
42
Topic
Format
Key Phrase
Objective
Case studies
Video
tto, continuous inkjet printers, thermal inkjet,
carton coding, packaging printers, Laser
marking, continuous inkjet printers, c02 laser,
printing on plastic bottles, label printer
Awareness
Journey of a humbug
Video
tto, continuous inkjet printers, thermal inkjet,
carton coding, packaging printers
Awareness
Tech videos
Video
Laser marking, continuous inkjet printers,
binary coding, drop on demand piezo,
duplex printing, valvejet, thermal printing
Awareness, expertise, thought
leaders
Highlight people doing more
Blog, video
Industrial printers, continuous inkjet
Awareness, collaborative,
aspirational, trust
Charity fundraising – match scheme
Blog, video
Industrial printers, continuous inkjet
Awareness, collaborative,
aspirational, trust
Double Five Club
Video
Industrial printers, continuous inkjet
Awareness Days
Multi-format
Industrial printers, continuous inkjet
Domino as an international company. Looking
into how other markets operate and meeting
employees.
Video
Industrial printers, continuous inkjet
Doing More:
Domino story:
Collaborative, aspirational,
awareness
43
Topic
Format
Key Phrase
Objective
Meet the team
Video, web page
industrial printers, continuous inkjet
Awareness
Training the next generation
Video, blog
laser marking, continuous inkjet
printers, binary coding, drop on
demand piezo, duplex printing,
valvejet, thermal printing
Expertise, collaboration,
aspirational, lead generation
Training Academy: Case studies, meet trainers
Case study, video, web
page
laser marking, continuous inkjet
printers, binary coding, drop on
demand piezo, duplex printing,
valvejet, thermal printing
Expertise, collaboration,
aspirational, lead generation
Statistics, e.g. most consumed cosmetics
Blog
laser marking, tto, dod printing,
carton coding, valvejet, drop on
demand piezo, printing on glass
Expertise
Food and drink rich list
Blog
Evolution of printers family tree
Web page, infographic
industrial printers, laser marking,
duplex printer, thermal printer
Expertise, awareness
Small tech changes making a big impact
Blog
Co2 laser, mailmark, thermal transfer,
colour label printer
Thought leadership, expertise
Benefits and comparisons of going digital
Blog
Industrial printers, continuous inkjet
printers
Lead generation, solution,
expertise
Labels and customisation (coca cola example)
Blog
label printer, colour label printer,
printing on plastic bottles, can
printing, bottle cap printing
Expertise, collaboration
Product statistics ‘how much printing in a day
equates to….’ and ‘how far ink goes’
Blog, infographic
continuous inkjet printers
Expertise, solution, awareness
Expertise
44
Topic
Format
Technical helpdesk
Live chat
Custom solutions with OEM
Blog, web page
Reduce rejects and returns
Web page, help section
UV Ink. Benefits and examples of usage.
Blog
colour label printer,
continuous inkjet printers
Expertise
Importance/benefits of
Blog
Industrial printers,
continuous inkjet printers
Lead generation, solution,
expertise
Growth
Blog
Industrial printers,
continuous inkjet printers
Awareness, expertise
Investment
Blog
Industrial printers,
continuous inkjet printers
Awareness, expertise
Trends
Blog, infographic
Trend dependent
Thought leadership
New appointments
Web page
Awareness
Skills shortage in the industry?
Blog
Expertise
Key Phrase
Objective
Lead generation
Thermal transfer, tto,
barcode printer,
barcode label printer
Lead generation, collaboration
Lead generation, solution,
expertise
Cost saving:
45
Big ideas
46
What’s your story?
1978 – Inkjet printers with single jet technology
1979 – Unijet used for printing numbers on bingo tickets
1980 – Labelling perishable goods with a sell-by date using SOLO inkjet printers
1988 – Solo XT range is launched to meet the needs of harsh environments
1989 – Market leader in inkjet technology
1991 – Introduction jet array designed specifically for printing addresses
1994 – Pioneered the use of sealed C02 laser systems
1998 – A-Series for continuous Inkjet launch
2000 – Introduces binary printing ‘Bitjet’ for high-speed printing of addresses, graphics, numbers and bar codes
2001 – C-Series large character outer case coding
2005 – Inline digital inkjet printing. UV ink capability with K-Series
2006 – Plus programme launched
2007 – V-Series for Thermal Transfer Overprinting
2008 – G-series for Thermal Inkjet. FTSE225
2009 – FTSE4Good Accolade
2010 – Company of the Year at PLC awards
2011 – i-Tech coders
2012 – Queens Award for international trade
2015 – Acquired by Brother
47
Domino Story
Concept
• Telling the story of Domino through its clients and products
Objective
• To highlight key clients within in each different industry
• To promote the products that those clients use
• To highlight Domino’s involvement in the FTSE4Good
Target audience
• Trade publications in various industries
• Business media
• Social media
Implementation
• Domino Predicts - new technology developments in each industry – on-page and outreach
• Infographic on number and type of products sold – on-page and outreach
• Case studies on the client problem, Domino solution – on-page and outreach
• Case studies on the oldest client relationships – on-page and outreach
• Evolution of technology – on-page
• Stories relating to the investment in developing environmentally responsible products – on-page and
outreach
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Doing More
Concept
• Domino Doing More – telling the story of the Domino employees, from
those who are going the extra mile to become experts in their fields to
those who are raising money for charity
Objective
• To highlight employees who are Doing More – attending exhibitions,
speaking at exhibitions, taking exams
• To promote Domino’s charity fundraising match scheme
• To highlight Domino’s Double Five Club and longest serving staff
• To highlight what Domino is doing that other companies are not
Target audience
• Trade publications
• Social media
• Position Domino as key spokespeople
Implementation
• First person blog posts on their experiences at exhibitions/events, what they found out – on-page
• Blog diaries/videos on extra activities completed by employees, eg exams passed and charity fundraising –
on-page and outreach
• Story about Domino’s longest serving staff – on-page and outreach
• Business stories on ways Domino as a business is doing more to improve product offering, working with
clients, innovating with technology – on-page and outreach
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Apprenticeship Scheme
Concept
• Domino Printing – the next generation
Objective
• To promote Domino’s new apprenticeship scheme,
which will recruit eight apprentices in 2016
• To position Domino as an industry leader in terms of
employee investment
Target audience
• Trade publications
• Associations
• Social media
Implementation
• Apprentices to chart their learning and experience in a series of blogs and videos - on-page and off-page
content
• Apprentices to interview Domino’s former apprentices and longest serving employees – on-page content
• Skills shortages in the industry and how Domino is rectifying this – outreach
• Domino’s commitment to training the next generation – outreach
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Content Calendar - Creating the editorial
The below to be completed once the content ideas have been approved
Month
Deadline
Title
Content Type
Creator
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Execution and Lead Generation
Content will be created according to the content calendar
Lead generation:
• All on-page and suitable off-page pieces (including blog posts and guides) will include an
appropriate call to action, directing users to the enquiry form via a link
• Off-page content (including outreach and social) will include a link to the appropriate
webpage, eg a product page, news page
Content will be distributed via the following channels:
• Social media
• Email
• Outreach to target media
A full media list covering key sectors will be compiled once the content has been approved
An outreach calendar will also be created once the content has been approved
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Distribution – outreaching the content
The below to be completed once the content ideas have been approved
Issue date
Title of content
Sector
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Measurement
The success of the content marketing strategy will be measured on the following KPIs:
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Organic search visits
Unique web visitors
Page views
Bounce rate
Social shares and interactions
Coverage created as a result of outreach
Links generated as a result of outreach
Number of domains linking to Domino Printing
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Any questions?
We recommend you read through the strategy and list any questions you have, we can
then arrange a call to go through this with you.
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