The lead-up, the party and the comeback: three parts of the marketing strategy

Raquel Oberlander, an internationally recognized content marketing expert, talks about three stages in the marketing strategy: the lead-up, the party and the return.
The lead-up, the party and the comeback: three parts of the marketing strategy

These processes act as a continuum where they pursue the same objective by combining different yet specific actions.

The lead-up

This stage involves everything that must be done before starting to produce content. We are talking about the clear definition of branding, a process that shows me what, how and why of my product. ”How am I going to produce if I don’t know what the tone of voice of my product is,” says Raquel. It’s a way to also unify and standardize concepts around content, so that development doesn’t depend on people who are essential.

It also involves defining the business units, clearly establishing the ”behavioral groups” with which we are going to communicate. Raquel prefers to talk about these groups rather than audiences, because the definition of audiences is linked more to demographic characteristics than to lifestyles, which is where these processes should be aimed at.

Thirdly, the preview includes the all-buyer’s journey. A good content strategy must be present throughout the buyer’s journey” and not only in the product. Digital sales platforms involve processes where the buyer self-manages these procedures, so the content must accompany him in this process in the friendliest way possible.

The party

The most known part of the marketing process. Brainstorming, research, production. Seeking to define the characteristics of the product or service to develop the content, without losing sight of something fundamental such as what are the interests of the public. Produce content considering specific format characteristics according to the platform, so that it does not generate obstacles in the distribution of content.

The turnaround

This last stage brings together all the procedures of evaluation, analysis, and measurement of the results of the strategies we carry out. ”When we make content we want results,” says Raquel, and analyzing them is the basis for continuing the buying process. Analyzing, measuring, and re-evaluating actions is essential at the end of each process, not only to evaluate results, but also to be able to shape a new stage of this process.

To learn more about these stages and other ideas from Raquel, listen to our podcast episode.


Sustainable ecommerce and the challenge of online returns

In episode number 15 of UR, we talk to Mariana Silvera, head of Pyxis' Environmental Commission, to learn about the impa [...]

Join Pyxis at SAP Sapphire Orlando, 2022

We all missed in-person events. So finally, after several years of digital interaction SAP Sapphire is returning to Orla [...]

Latin America: fertile ground for the development of Fintechs

Economist Mercedes Comas tells us about the different FinTech cases in Latin America, a favourable place for the install [...]

Newsletter

Receive all the latest news and technical articles from our company.