Make your content work harder for your business
Does your content steer your buyers through a journey from awareness to creating preference for you and your offerings, resulting in new business? And once your content has landed you a client, does it provide a springboard from which to win more business there?
Simple, effective, connected storytelling – across the buyer journey – can do this.
My content strategy work aims to create a consistent, differentiated, targeted experience in all your channels, whether for a specific campaign, multiple campaigns or your business overall.
It focuses on how your content can deliver market impact that can be measured in new revenues, reduced cost of sale and increased conversion rates. It covers all your relevant channels, whether internal or external.
Some examples of my content strategy work:
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Design of new content strategy for global business
Why: Need for integrated approach to deliver distinctive content and revamp digital ecosystem
How: Definition of high-level content strategy, following broad consultation, with roll-out supported by learning, guidance, tools and internal engagement
Impact: Strong direction for website UX; more integrated, impactful content and use of channels
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Integrated marketing and sales campaign using survey-based content
Why: Gain profile in market and build client conversations around implications of survey for their businesses and how to address
How: Integrated campaign with accounts and BD, using survey data, report, diagnostic tool, customisable decks, and service descriptions
Impact: Increase in relationship- and revenue-building client conversations
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New formats, guidance and processes to adjust to post-COVID world
Why: The overnight move to 100% virtual working demanded a shift in content focus and a rapid move to super-concise, digital-only formats
How: Creation of guidance on formats, online templates and processes to enable insight-based content to focus on new reality
Impact: Large function supported in quickly changing content focus and execution