Getting started

Thinking about what content will help you sell? By getting to know you – your ambitions, your culture, your set up, your customers – we can design and put into action a content marketing programme that will make an impact where you need it.

Here’s an example of the steps we take with our new content marketing clients.

Step 1: Pinpoint your story

We identify and develop the story you have to tell – something really compelling to talk about. It’s what makes you different and which appeals to your customers. Spoiler alert: it’s not enough to say that your people and experience make you special.

Inputs

To garner insights on you:

  • Meet with people at all levels of your organisation
  • Carry out customer / client / prospect interviews

Competitor messaging research

Agency-wide creative brainstorm

Outputs

Collate findings

Draft story / messaging

Test and adapt story with senior team / customers

Final story / messaging

Step 2: Assess your assets

We look into what you’re already doing and find out how your business works so we can recommend what content you need and how we can deliver it together.

Inputs

Run practical workshops with the people involved in marketing and sales*

Analyse your existing marketing and results

* whatever ‘sales’ could look like for your organisation – it could for instance be donations, applications, customer satisfaction…

Outputs

Identify where in the process marketing support is missing, or missing the mark

Short-term and long-term marketing plan designed to build your story

Step 3: Communicate your story

We are lovers not fighters thinkers not dreamers: we get the strategy down and immediately make it practical. We can carry out one-off pieces of work or build ongoing programmes. We might for instance:

  • Write a narrative / content architecture for the year
  • 
Rewrite your website copy to be more relevant to your key audiences
  • Write a piece of bite-sized content that can be easily shared with customers and provoke sales interest
  • Write weekly blogs to improve SEO and ensure customers have the content they need
  • Develop regular campaigns to build brand awareness – everything from developing the concept to writing copy for a white paper, email marketing and social media

If that sounds complex, we’ll make sure it doesn’t feel it.

To work out the best approach, at the start of each programme, we ask a set of tried-and-tested questions about your business. At the very least, they may help you think about one aspect of your content in a new way. Set up a seriously non-salesy face-to-face discussion based on these questions:

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