Content Strategy Services
Decision makers rely more on content now more than ever to make purchasing decisions. Is your content getting their attention? A thoughtful, well-planned content marketing strategy includes the following:
- Content that resonates with your audience enough to drive purchasing decisions,
- Delivered in the right format,
- Distributed via the appropriate channels,
- Repurposed where appropriate to provide max value,
- With a clear roadmap to accomplish all of the above in a way that’s feasible and meets your objectives.
While you oversee and execute many other aspects of marketing, I develop insights and ideas to help your content soar. Rather than filling up space, you’ll gain clarity and momentum. While others react to competitors’ activity, you’ll move forward with a proactive strategy that prioritizes your audience.
It’s hard to find time to solve strategy problems and plan calendars when you’re putting out fires every day.
Instead of putting it off until the last minute, partner with someone with both marketing and industry expertise, who understands your brand and your audience, and helps you develop a roadmap to better-performing content and more loyal customers.
Research & Analysis
Keep your content on pace with the rapidly changing life sciences industry. To make sure your content doesn’t get lost in a sea of blogs, start with a baseline analysis of your existing content, target audience(s), and the work of your competitors. This stage includes the following:
- Competitive analysis to evaluate how competitors approach content so you can better understand where you stand.
- Discovery workshop with your team to assess your services, your audience, and your sales funnel, followed by a content marketing brainstorm.
- Content audit to identify your company’s strengths and weaknesses from a content perspective, to call out high-performing content, and determine areas for content marketing improvement.
- A detailed report that includes results from all of the above, plus suggestions for next steps.
The Game Plan:
Everything we learn from your content audit and competitive analysis informs your content strategy. Consider this your game plan for high-performing content. If you’re publishing content without a plan, you’re likely not getting the best results. A game plan includes the following:
- Outline of your content goals and objectives, with suggestions for how to achieve those goals through content.
- Detailed description of your target audience: who they are, their challenges, and how your products/services solve them.
- Up to 3 content pillars —your content should center on these pillars.
- Content types (blog, white paper, webinar, etc.) that do the best job of reaching your audience.
- Channels through which you can promote your content.
You’ve got a great plan. Now what? The content roadmap shows you how to get it done. A content roadmap includes the following:
- Kickoff call to define the roadmap format and process.
- Outlines specific deliverables based on the strategy.
- Outlines a process that works for your team e.g., who reviews? How many rounds of revisions? What’s the turnaround time for copy, review, and design?
- Produced in Google Docs & Google Sheets for full visibility, or your method of choice.
In addition to helping you draw big pictures and solve puzzles, I bring direction and clarity to large-scale projects.
A white paper plan outlines the stakeholders, the audience, the scope, and the process, ensuring your white paper meets its objectives, launches on time, and gets you the results you want.
A website plan accomplishes similar goals, ensuring your website development process is effective and efficient, and that copy and design are on the same page – literally and figuratively!
A content trail-building plan helps you get clear on how to move forward in your content marketing journey. Do you know you need content but don’t know where to start? Or do you need an actionable plan to repurpose what you have? I’ll help you figure that out and provide detailed next steps.