Our objective is to provide you and your team with a documented content strategy that will move you closer towards effective content marketing.
The following modules make up our content strategy services.
#1. Business Goals
B2B marketers who have a documented content strategy are far more likely to consider themselves effective (66% vs. 11%) Source: CMI B2B Research 2014
We engage with your stakeholders to understand how success is defined for the next 12-18 months and translate these goals into key performance metrics and actionable steps that will lead you there.
#2. Know Your Audience
Understanding the people you’re trying to reach lays the groundwork for every piece of content we create, so that we can craft the kind of content that turns you into their trusted resource and keeps them coming back for more. We do this by developing buyer personas – examples of the real buyers who influence or make decisions about the products, services or solutions you market.
Buyer personas are a tool that builds confidence in strategies to educate and influence buyers to choose you rather than a competitor or the status quo. They are extremely useful for developing and evaluating messaging, content and offers that differentiate your business from competitors, and help with customer acquisition, conversion and retention.
#3. Buying Insights
The most effective buyer personas are created from interviews with real buyers – not from guesswork, speculation or assumptions. The buyer personas we develop for you start with this qualitative research. Insights from these interviews often provide revealing findings about how, when and why your buyer makes decisions you want to influence.
#4. Content Audit / Gap Analysis
We analyse all content your business has produced in the last 18 months across all channels. Using the results we will draw up a list of guidelines / topics and media types for future content creation.
#5. Mapping Content to Needs of your Buyers
We map content needs for each stage of the buyer’s decision making cycle.
#6. Competitor Analysis
We review your top competitors and what they are doing in the realm of content – valuable insights on what is and isn’t working for them and how these insights can help shape your content strategy.
#7. Editorial Calendar
We create a 12 month editorial calendar – a road-map for content creation, outlining the topics to cover each month, specific content angles for each channel, classification of content type, target publication dates, authors, design requirements and calls to action for each piece of content.
#8. Governance /Processes
We identify who the stakeholders are, review/sign-off procedures for content and analyse how content is created and maintained.
Interested? Contact us to discuss your requirements and obtain a quotation.
