Content strategy
Reverse-engineering marketing wins with content
Build the content library you need
Since 2015, almost every engagement we’ve had comes down to answering the question: “What do we need to say?”
Sometimes these strategies focus on a single channel, like organic search or email. Sometimes they’re comprehensive, informing awareness ads, sales enablement, and customer engagement.
We like to set our clients up to start realizing wins early. These strategies are thorough, but they’re not slow. A content strategy project takes us a minimum of four weeks. Most are finished in eight.
Defining outcomes
Your team has goals and KPIs to hit. The first thing we do is (very quickly) learn what outcomes you need from your content. This includes:
- Marketing discovery to learn how your channels and pipelines work.
- Sales discovery to learn what questions, objections, and reactions come up with prospects.
- Product discovery to understand what it is we’re creating awareness and demand for.
Discovery phases rarely take more than a week or two. Our clients tell us we’re quick studies. 😉
Competitive research
Your content won’t exist in a vacuum. Context is everything. Our content strategy projects involve:
- Internal audits to see what’s already working for you.
- Industry research to see what’s working for the other guys.
- Audience analysis to see what your target audience is already seeing.
Validated content plans
After examining your marketing environment, we score and validate channels, topics, and individual resource ideas.
And then you get a polished, research-backed content plan.