Content Marketing Strategy

Many organizations feel the need to tactically implement an editorial calendar to fill a content quota, but we recognize that without a strong, data-driven content strategy this can be an incredibly wasteful investment. The reason is that the majority of organizations fail to plan for and implement a content strategy that aligns with their business objectives. It’s not that organizations don’t understand their needs, but working in the same environment day in and day out makes it difficult to bring a different process and insight to the table.

This is where we come in. For years we were known only for our technical SEO and social media roots, but like Clark Kent, our true identities were hidden beneath a pair of glasses — we’ve always been content strategists; it’s the foundation of every service we offer. We always bring something unique to our clients, usually in the form of data, voice, and/or expertise that’s otherwise lacking but needed to make informed business decisions that drive results.

Content Strategy Methodology

We start at the beginning with every client getting to know your business, brand, and voice. From there we dive into the technical makeup of your current content, including not just your on-site content but also your library of untapped resources created for sales, customer service, and marketing. We want it all!

If you’ve already got a clear handle on your audience, that’s perfect, and if not we can tackle that next. We take the time to get to know your audience — not your assumed audience but your actual and desired audiences based on your data, your social channels, competitor and industry insights, market research data sources, and surveys or focus groups when there are still gaps.

During this process we typically produce deliverables such as:

  • CONTENT AUDITS
  • CONTENT INVENTORIES
  • PERSONA RESEARCH AND DEVELOPMENT
  • AUDIENCE SURVEYS
  • COMPETITIVE ANALYSIS
  • SOCIAL ANALYSIS
  • GAP ANALYSIS
  • BRAND VOICE GUIDELINES

Once we have a clear understanding of your brand, objectives, and audience we get into the more technical aspects of content strategy including:

  • INFORMATION ARCHITECTURE
  • TAXONOMY DEVELOPMENT
  • NAVIGATIONAL ELEMENTS
  • SITEMAP CONSTRUCTION
  • CONTENT APPROVAL PROCESS
  • TEMPLATE DEVELOPMENT
  • MEASUREMENT PLAN TRACKING
  • CONTENT MARKUP WITH SCHEMA

Every client is different, so the following areas pop up when they are specific to your needs:

  • MOBILE CONTENT STRATEGY
  • CMS FIELD RECOMMENDATIONS
  • BLOG STRATEGY
  • CONTENT SYNDICATION BEST PRACTICES
  • NEWS VISIBILITY
  • JOURNAL VISIBILITY
  • COMPETITIVE INDUSTRY DIFFERENTIATION
  • CONTENT STRATEGY

Once everyone is jumping up and down with excitement for your new content strategy, we can work with you on implementation and content creation as well as getting the most visibility possible for your content through link development, social media, and promotion and outreach.

We realize digital marketing agencies like ours are just one cog in a wheel that drives the success or failure of your brand. To this end, we will always be honest about our capabilities and what we believe is in your best interest, even if it isn’t in ours.