Content Strategy & Consulting Facts
Content Strategy & Consulting Services
Decision makers rely on content now more than ever to get a sense of your brand and ultimately make purchasing decisions. Is your content getting their attention?
While you execute on your company’s mission and vision, I develop insights and ideas to help your content soar. Rather than filling up space, your content will have focus and momentum. While others react, you’ll move forward with a proactive strategy to engage your customers or clients.
Instead of putting off content strategy until a day that never comes, partner with someone who makes it their business to think. Someone with both marketing and industry expertise who has experienced content from all sides: editorial, public relations, agency, and in-house. Someone who will develop a roadmap to better-performing content and more loyal customers. And when you’re ready, execute that plan flawlessly.
Research & Analysis
Keep pace and surge ahead of your competitors. To make sure your content doesn’t get lost in a sea of blogs, start your content journey by establishing a baseline. This stage includes a mix of the following:
- Discovery call to assess your content goals, what’s working, and what isn’t.
- Competitive analysis to evaluate how your content stacks among your competitors.
- Gap analysis to identify your audience’s unmet content needs and create opportunities for you to meet them.
- Content audit to identify your content’s strengths and weaknesses. Identify high-performing content and opportunities for improvement.
- Customer research to dig deep into their challenges and questions to inform your sales cycle and/or content strategy.
- A detailed report that includes results from all of the above, plus suggestions for next steps.
The Game Plan:
Everything we learn from research and analysis informs your content strategy. If you’re publishing content without a plan, you’re throwing spaghetti at the wall. A game plan includes a mix of the following:
- Discovery workshop with your team to assess your services, your audience, and your sales funnel, followed by a content marketing brainstorm.
- 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.
- Development of ~3 content pillars —your content centers on these pillars.
- Identify content types (blog, white paper, webinar, etc.) that do the best job of reaching your audience.
- Identify 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.
- An outline of specific deliverables based on the strategy.
- An overview of an execution 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?
- A one-month editorial calendar that shows what needs to be produced and when.
- Produced in Google Docs & Google Sheets for full visibility, or your method of choice.
- Ongoing updates available for a monthly fee.
These planning engagements bring direction and clarity to large-scale projects. They help you get unstuck and gain new momentum, fast. Possibilities include:
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 ensures 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. Not sure where to start? Do you need an actionable plan to repurpose your content? Do you want an objective, data-driven assessment of whether your content is serving your objectives? I’ll help you figure that out and provide detailed next steps.
A training plan helps you define the “why” behind training your in-house writing team and lays out a strategy to help you accomplish your goals.