Content Strategies for Business Expansion: Om Packaging Analysis

This report examines content marketing strategies for Om Packaging, an online wholesale and retail supplier of food packaging. It begins with an overview of content marketing and then details strategies to aid in business expansion. These strategies include designing targeted landing pages, segmenting the audience for increased engagement, understanding audience needs, focusing on facts, leveraging a hedgehog content model, consistently running A/B tests, crafting content based on core values, utilizing native advertising, adapting to industry evolution, and conducting competitor analysis. The report emphasizes the importance of understanding the target audience, creating valuable content, and adapting to industry changes to achieve long-term success and business growth.

Running head: MANAGEMENT
Content Strategies
Name of the Student:
Name of the University:
Author Note:

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Executive Summary:
The report aims at providing an overview of the content strategies of Om Packaging that would
enable the company in further expanding the business. The report commences with an
introduction of content marketing and provides a definition of the content marketing strategies.
The report puts forward various strategies which the company can adopt for its future expansion.

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Table of Contents
Introduction:....................................................................................................................................3
Content Marketing Strategies:.........................................................................................................3
Conclusion:....................................................................................................................................14
References:....................................................................................................................................14

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Introduction:
The report aims at providing an insight into the content marketing strategies of Om
Packaging that would help the company in expanding its business. It is an online wholesale as
well as retail supplier of food packaging located in South Australia. This packaging company
makes use of only quality products sourced from the reputed Australian and the International
brands. The company’s website has been designed for streamlining the ways in which the
consumers makes a purchase. The company caters to its online survey 24X7 at flexible place and
time as per the convenience of the customers. The website of the company puts across
transparent pricing about the online products and the shipping service along with providing
product information. This helps the customers in making informed purchases without any kind of
hidden cost. The company also invest in protecting not only the customer privacy but also
security and have also went into a partnership with one of the most reputable and trustworthy
financial institution. The aim of the company lay in the creation of a stronger bonding with the
customers and grows with them in the future. Om Packaging tries to achieve this by not only
putting forward exceptional customer service and support but also responding to the enquiries in
a timely fashion. Let’s now focus on the content marketing strategies that would help the
company in further expanding its business.
Content Marketing Strategies:
Concept of Content Marketing:

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Content marketing refers to the procedure of producing videos, blog articles, infographics
and photos or it represents any type of content that greatly appeals to the target audience with the
target of attracting the visitors to the website.
Ways it will Work:
Let’s consider that in order to sell products related to food packaging, the marketing
specialist of Om Packaging needs to write a blog post with a catchy title that would help in
drawing the attention of the customers. In the article it is necessary to mention the packaging
options available that would ensure safety to the food products. Along with this it is also
necessary to put across good photos of the product along with a link that would allow the
audience in opting for the packaging products. Retailers looking for packaging options would opt
for a search option in Google and go through the article once its pops up. If it appeals to the
retailer then he or she might go through the product page and start browsing the shop.
Content Strategy:
It is necessary to have a strategy for content that would allow in setting something aside
for every week. The key aspect of the strategy lies in understanding the target audience, their
interest, age and the type of content useful for them. The next step lies in planning the post.
Therefore, it is vital to keep potential headlines ready which the marketing specialist might add
whenever he or she develops an idea. It is also necessary to keep list of content ideas ready and
ensure posting them from time to time. The marketing specialist should also put forward
thoughts related to the structure of the content. The kind of post that might work includes:
 Preparing a list: It involves the quick reads that are usually packed with the products
 Informative Post: This involved articles with tips and advice

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 Relevant Post: Making the post topical acts as the great means for attracting people.
 Interesting Post: This involves sharing the post on the social media once they hit the
mark.
Thus, consistency in the implementations of the best practices serves as the ticket for the long
term success in the content marketing. Some of the strategies not only that helps in cutting
through noise and reaching the ideal customers but also contributing to expansion of the
business. This includes:
1. Designing Increased Number of Targeted Landing Page: Creation of advanced guides
for the SEO and other marketing topics would help Om Packaging in generating over 60 percent
revenue as it leads to the optimization of the landing pages for right keywords. Besides, the new
discoveries of the company should be integrated with the content creation. Thus, strategic choice
of key words is important in creating increased number of landing pages and driving traffic.
However, one of the easier means of creation of higher quality landing pages lay in the use of the
templates. One can use Instapage for the choice of the templates but it does not come for free.

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Figure 1: Diagrammatic Representation of the Instapage
2. Segmenting the Audience for Increasing Engagement: As a market specialist, it is
necessary to segment the audience depending on the product need. Segmentations seem crucial
aspect as some of the blog readers also seem to be the buyers. It is however to be noted that it is
not possible for Om Packaging to design the content in a manner that suits everyone. For
instance, the content designed for creating awareness with the new customers gets wasted on the
repeat loyal customers. Therefore, Om Packaging can segment its customers based on the
different requirements. For instance, some might require wrapping materials, paper bags and
washroom materials whereas others might opt for takeaway containers, plastic plates, pizza
boxes and eco packaging. This will help the company in developing content that speaks about
each of the segment in a more effective manner.

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It is also important to note that segmentation of the target audience on the blog or the website
would be difficult so it is necessary to use an email autoresponder. This will not only result in
better open rates, but would also ensure better delivery of the email and an increase in the
revenue.
3. Knowing the Audience and Fulfilling their Demand: It is necessary for Om Packaging
to know the audience before they create a successful content. To ensure this, Om Packaging can
employ the technique of keyword research aimed at the discovering the requirements of the ideal
candidates. The company can begin by getting better idea of the existing demand through the
Google Trends. The company can simply type the primary keyword into the search box for
acknowledging the number of searches with a particular period of time.
Figure 2: Google Trend Showing Number of Searches
The trend graph mentioned below shows the popularity of keyword “food packaging”.

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Figure 3: Trend Graph Showing the Frequency of a Keyword
4. Focusing on the Facts and Ensure Tactful Thinking: There are times when it
becomes vital in verifying the results. This is because the things that have been applicable five
years ago might not hold true at the present times. It is necessary for the market analyst of Om
Packaging to get into the habit of thinking critically and practically without judging anything on
the face value. Results might however be relative but the observation, testing and the
brainstorming undertaken enables the analyst in coming up with the newer concept and thereby
become an expert in the process. Making use of the content upgrade strategy will allow the
company in building their email list.
5. Leveraging Hedgehog Content Model: This implies that it is very important for Om
Packaging to begin from scratch and ensure scaling from there. There is nothing to worry if the
blog post does not generate a total of 1000 visits on a monthly basis. Instead it is more important
to begin from consistently use and create the strategy of content marketing that would help the
company in reaching the goals.

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Figure 4: Diagrammatic Representation of Effective Content Strategy
Rather than obsessing over the 1000 visitors on a monthly basis, Om packaging should
first focus on the first 100 visitors on a monthly basis. It is however more important in ensuring
realistic and measurable goals. Hitting the smaller goal would imply achieving the objectives of
the hedgehog model where the clients remain treated with great content which they might also
with their friends thereby enhancing the popularity of the business.
7. Consistent Running of the A/B Test: This is crucial as it will enable the company to
know the calls of action, headlines and the types of the content that works best for the readers.
Once the strategies that work best are known work not only becomes more effective but there
also lies clarity in the content marketing strategies. Om Packaging can focus on elements that
would impact the search performance that includes visuals, landing pages, headlines and the site
speed. For example, an online event manager software Lyyti.com can run a split test on the
product pages of the company. The end results of testing portrayed that the variation page had

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better performance thereby clearly portraying the features in each of the plan when the original
design had not been clear enough. Thus, the results of the tests would help in increasing the
number of visits.
Figure 5: Diagrammatic Representation of Split Test by Lyyti.com
8. Crafting Content Based on the Core Values: The personal core values guides an
individual choices and behavior and it holds true for the business at the same time. For instance,
this implies Om Packaging should research and craft the best content that would benefit the
target audience once shared. It is therefore necessary to take time for articulating the values
through writing similar to the ways Google and the Buffer provides. Google puts across the
users’ first while Buffer believes showing gratitude that enhances the value of the social

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management tool for the content marketers. There is no rule in defining the core values since
each of the values originates from the deep held beliefs. Writing the content based on the true
belief will help the company in bridging the gap. Storytelling might also help in bridging the
gap.
9. Using Native Advertisement without Being Deceptive: Native advertising refers to
the type of the online marketing where the content of the Ad matches with the platform in which
it is published. These ads helps in offering value that acts more than promotional piece. Om
Packaging can opt for it through Newsred that pays for any sponsored content on the LinkedIn
ensuring a higher return on investment for each dollar spent. In fact it brings in six times more
return on investments in comparison to the Adwords. Paid content refers to the example of a
native ad that works quite well. It has been found that close to 83 percent of the digital
marketers’ plans in increasing the audience engagement and undertake the promotion of the
brand visibility through the native ads.