We ensure that all content plans are carefully vetted from a local market perspective.

Content planning and calendars

Content done right delivers inarguable value to digital marketing efforts, providing your new and existing customers with the information they need at each stage. But doing content well is challenging, and demands a systematic approach to goal setting (what do we want to achieve?), measurement (how do we know we’ve succeeded?) and campaign planning (how do we get there?).

With targets, KPIs and plans in place, the content opportunity can be analysed, refined and improved, building a sustainable platform which will be central to reaching customers across a range of online platforms.

Our approach to content planning is performance focused – we will insist on agreeing strategic and tactical goals, supported by ‘baked in’ KPIs to inform and evolve content marketing efforts. Although conversions and sales may not be a primary focus for content planning, we encourage our clients to acquire and review assist data (towards sales) as well as evaluating primary engagement metrics, e.g. page views, shares, video views etc. After the establishment of data priorities, we combine the outputs of content audits and content gap analysis to deliver a ‘data first’ perspective on content planning. The plan will detail content ideas, asset types, platforms, schedules and integration with complementary digital activity, typically for quarterly periods. As a draft, a sample calendar looks like this:

calendar with scheduled tasks

We then map content components to stages within the customer journey, which can (as an option) relate to target audience personas, either previously created by you or by Oban as part of the strategy.

To recap, we believe that performance focus is an essential and ‘stand-out’ component of our content planning approach. Also, our LIMEs (Local In-Market Experts) support effective multi-market activity by ensuring careful vetting of all content plans from a local perspective.

In practice, this means that we consider a broad range of market specifics before submitting a content plan. Example factors can include in-market seasonality analysis, cross-referencing dates of local religious and cultural events, understanding when competitors may be more or less active, and (of course) ensuring that content ideas are a good ‘fit’ from linguistic and cultural perspectives.

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Some of our clients


Merlin Entertainments

We have worked with Merlin since 2017 on a range of SEO, Content and UX projects for their attractions, including London Eye and Madame Tussaud's, as well as providing paid media support for the launch of Legoland Japan.


Jo Malone London

We have worked with Jo Malone London since 2015, through their sale to Estee Lauder Group and ever since. We provide ongoing technical SEO services and SEO migration consultancy across 21 markets,  plus SEO training for their broader team.

bbc world service logo

BBC World Service

We have worked with the BBC World Service since 2015 and have won several awards for our work, most recently in India. We provide above the line planning and buying across a range of markets in Africa, the Middle East and Asia, including  Egypt, Nigeria, Ethiopia, Kenya, Senegal, India and more.   We run a diverse range of campaigns using multiple formats, from wrapped buses in Nigeria to TV advertising in Egypt and radio advertising in India.

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Global software company Unit 4 partners with Oban. We support them with SEO, including managing the consolidation of their multiple sites to one main domain.


Big Bus Tours

We started working with Big Bus Tours in 2015. We promote tours in over 20 cities to travellers from over 150 countries. We meet ambitious growth targets year after year, delivered within strict cost parameters, providing impressive and sustainable growth. Google have used our work as a worldwide case study. We have won awards including Travolution's prestigious Best paid Media Campaign and  Digital Marketing Campaign of the Year.  Since the pandemic,  we have bounced back to our best ever set of results in 2023, winning an E-commerce Cross-border award. The judges said 'It’s a master class in paid media resilience and adapting to changed circumstances and demonstrates how a three-pronged paid media strategy delivered stunning results, far exceeding the last year before the pandemic. For marketers looking to understand the optimal blend of manual and Smart Bidding, this entry provides key insights – as well as proving the value of a granular campaign structure, bespoke user journeys for different audiences, multi-lingual opportunities, and continually iterating campaigns to deliver sustainable competitive advantage.' 

axa logo


We provide Paid Media,  SEO and Content for AXA Global Healthcare working with consumers across 140 markets. We have won several awards for our work including Best Use of Search and Most Effective Marketing Campaign. We have worked with AXA since 2014.

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We worked together on a range of services including technical SEO, content,  UX and Paid Search in the UK, US Germany and Thailand.  'We've worked with Oban for almost 6 years now and we trust and value their opinions across both organic and paid media.'



IFS develops and delivers enterprise software for manufacturing and distribution businesses. Oban have been working with IFS since 2019 to create and deliver their SEO strategy and implementation, which included consolidating 19 sites into one with no loss of organic visibility.



We have been working with Conair for three years providing a mix of Paid Media support and Above the Line activity across European markets for their portfolio of brands which include BaByliss and Cusinart. Navigating a complex retail landscape with multiple resellers, we help drive brand awareness in an increasingly cluttered and competitive market.



YMCA Downslink is Oban's chosen charity, supporting young vulnerable people and preventing homelessness. We provide strategic advice and digital marketing support to help them recruit supporters and achieve their fundraising goals.


First Sentier Investors

First Sentier Investors is a global asset management business. We have worked with FSI for 5 years providing a mix of global SEO strategy, implementation and migration support across markets in Asia and Oceania, delivering continuing sustainable organic traffic and session growth. 

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