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 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.
Content strategy review for market impact
I can review your content in the context of your business and marketing objectives and your buyer insights and journey, identifying strengths and areas to improve. My review can include:
Alignment with business, brand, marketing and account strategies
Messaging and tone of voice
Use of different content types, formats and channels (including sales materials and client engagement)
Measurement and ROI
Internal communications and engagement relating to content
Process of creating and activating content
Scope: single campaign, multiple campaigns or whole of business
Deliverables: written report and presentation(s)
Content strategy optimisation
A fresh look at your content strategy – for a specific campaign, multiple campaigns or your business as a whole. Services include:
Conducting workshops with business and marketing leaders to define your content strategy in the context of your business and marketing strategies and buyer journey. Includes identifying key marketing messages and differentiators, themes and topics
Drafting, reviewing and refining overall content strategy, including use of all channels and formats (digital and analogue) across the buyer journey and measuring impact
Drafting messaging, thematic and buyer journey frameworks to help you deliver “right message, right buyer, right channel, right time”
Defining a structure for your case studies so they tell a compelling story, whatever the channel
Defining and rolling out a tone of voice and house style that connects with your audiences and is distinctively yours
Building new templates for different content types, including client conversation materials
Optimising content creation and activation processes
Content skills development
Learning and resources to help you create better content from within your business, plus advice on activities to engage and enable your client-serving people. Services include:
Bespoke workshops and learning – in-person or online – delivered by me or packaged up for others to deliver on such subjects as:
How to use buyer journey insights in designing your content strategy
How to produce distinctive insight-based content for your business
How to produce distinctive sales and marketing content
How to create winning proposal content
How to be more creative
Written and video guidance on creating, editing and activating content
Coaching and mentoring to help individuals and teams produce better content
Internal engagement for your content strategy
The success of your content strategy – whether for an individual campaign or the whole of your business – is hinged on whether it’s embraced by your business and your people feel inspired and enabled to execute it. I can help with:
Advice on how to consult with, educate and engage your key internal stakeholders, so they contribute to and activate your campaigns and buy in to your approach more generally
Communications advice and support on building profile for your business’s new content strategy and enabling your teams to work together to deliver the strategy
Tools and learning to help you engage and enable your people on your content strategy
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