Content strategy refers to the management of pretty much any tangible media that you create and own: written, visual, downloadable ... you name it. It is the piece of your marketing plan that continuously demonstrates who you are and the expertise you bring to your industry.
Content is the marketing “stuff” that floats around at the top of the funnel and thus is more geared towards lead generation and brand awareness than actual conversions. Part of the point of creating a strategy ahead of time is to make sure that whatever you’re creating has the best chance of reaching your audience.
Here’s a rundown of just a few of the many types of content that you can easily produce and share.
Content Strategy guides the content you plan, produce and promote based on your company’s goals and users’ needs.
We get aligned on your ideal vision, goals and the current state of your content. This may include Editorial and Brand Discovery, Content Audit, etc.
We analyze your audience’s needs and competitive landscape to begin to craft a unique strategy. This may include: Competitive analysis, audience research, topic gap analysis & content ideation
We plan, outline, provide briefs and train your copywriters, or write the content ourselves. This may include Content Priority Guides, Language Guidelines, Best Practice Guidelines and Training, Copywriting.
Content is one of the ‘three pillars’ of SEO. Optimizing copy used to mean writing for ranking algorithms, but today optimizing means writing for humans.
When Content Strategy is included in a PPC or Display engagement, we work together to share new learning to test and publish a copy that’s consistently on brand and converts.
Digital content is meant to evolve, to be tested. Conversion Rate Optimization (CRO) is key in helping us fine-tune our UX Copy
Content marketing helps businesses prepare and plan for reliable and cost-effective sources of website traffic and new leads. Think about it -- if you can create just one blog post that gets a steady amount of organic traffic, an embedded link to an eBook or free tool will continue generating leads for you as time goes on.
The reliable source of traffic and leads from your evergreen content will give you the flexibility to experiment with other marketing tactics to generate revenue, such as sponsored content, social media advertising, and distributed content.
Plus, your content will not only help attract leads -- it will also help educate your target prospects and generate awareness for your brand.
We know that for brands to compete they must adopt a “brand as publisher” approach to engaging consumers. Simply put, your business can’t be a thought leader if you don’t put your thoughts in writing and get that content in front of audiences that matter.
Content Inventory & Audit
Content Substance
Content Structure
Content Workflow
Governance Policies
Content Marketing and Optimization
Measurement Strategy
Results
The effective content strategy takes your audience’s needs and your business goals and weaves them together into a plan that specifically covers ideating, creating, and managing content to fulfill those needs and goals.
We expertise in creating content for businesses in virtually any industry and of any size, from small and mid-sized businesses to Fortune 500 companies.
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