Content Strategy
Content Strategy defines not just what content you will develop but most importantly why you need that content.
The type of content you need is based on your customer, their unique wants and needs, touch points, as well as the specifics of the purchase decision process. To guide us in our strategic thinking we typically create buyer personas and spend time defining the marketing funnel for your product or service.
Together, these documents help us identify the content you need that will make a difference for your brand and the business outcomes that are tied to revenue. We call this type of content power content and actionable content:
Power Content™
Content designed to carry the messages that help build understanding, differentiation, and ensure your company and product get found and considered. This is the content you need to take people from the top of the marketing funnel and move them to the bottom—to conversion—with maximum efficiency.
Actionable Content™
Content designed to encourage people to fill out a lead form or take equivalent action.
Deliverables
- Content Audit
- Competitive Audit
- Buyer Persona Development
- Marketing Funnel Definition
- Editorial Calendar
