T: +44(0)20 3771 2461

The importance of building content infrastructure

Ben Dickens, May 28, 2014

Much of content marketing focuses on brand and audience building. But when you’re building an audience you need a content infrastructure around which it can gather. Here at DVO, we have an in-house development team who work with our clients to create the best platform for the content their audience is going to engage with.

WimbledonScreenshot
Above is a perfect example of a content infrastructure we’re very proud of. The website we built for Wimbledon Studios allows visitors to see all aspects of its business: the sets, the catering, its capacity for events and more. The blog also gives Wimbledon the opportunity to engage with potential location managers, event organisers, and other professionals who want to know what Wimbledon Studios offers that other facilities don’t. Without this platform, the content we create for Wimbledon would struggle to be seen.

Most of the content created off-site directs traffic back toward the website and that’s why building a solid infrastructure is so key. Writing excellent copy for Wimbledon Studios’ website and for other sites wouldn’t work effectively if there wasn’t a central hub for the audience to come to.

BooksAboutTownScreenshot
We’ve written before about DVO’s work with Books About Town, the partnership between the National Literacy Trust and Wild In Art designed to encourage reading for enjoyment. Their BookBenches celebrating stories linked to London are soon to be unveiled for the summer. To mark this launch we’ve created a platform that encourages exploration and sends readers on their own BookBench finding adventure.

Books About Town has truly great content to share. The process of painting and placing new BookBenches provides important opportunities for pictures, tweets, and lively discussion. Below you’ll see our own contribution to this collection of excitingly decorated street furniture.

There are lively interactions on Twitter between us, the artist Mandii Pope, Books about Town, the National Literacy Trust and others in the location where our BookBench will be placed. All of this is directed back to the content infrastructure of the Books About Town website. Without that infrastructure the readers interested in this story have no place to go.

If you need an infrastructure for your audience to live in from this content marketing agency, we can help. Call us on 020 3771 2461, drop us a line at iminterested@dvoagency.co.uk or tweet us. We’re @DVOagency.

Join our mailing list

* indicates required

Follow us

This week we take on content strategy in all it’s glory. Always-on social content strategy is a core discipline that is squarely on both brand and agency agendas, and rightly so in our humble opinion. But most of the content marketing conversation we see focuses on the tactical delivery and technology surrounding content, so we thought we’d put forward how…

...

GDPR, four letters designed to strike fear into the hearts of IT and marketing professionals. What a sorry state we’ve found ourselves in, scrabbling to opt-in data like rats on a sinking ship. It could all have been so different. In this week’s blog I’ll be waxing lyrical on missed opportunities, the dubious nature of pre-GDPR email capture tactics and…

...

You’ve probably noticed lots of noise about content marketing and specifically, user generated content marketing (UGC) at the moment. But UGC isn’t a new thing, customer review sites have been around for decades and certain ones are huge players on the digital field. Often, when brands consider incorporating user generated content marketing into the business, it’s straight forward customer reviews…

...

Some of our work

Hamptons International

Outsource magazine

TUI travel group: Crystal Ski