How we work

The Scope of Work

 

To begin the process, we send you our [baseline survey] via email. This short survey instrument reveals your needs and informs the conversations we have at our [Initial Meeting].

 

When you’ve completed the survey, we schedule our initial meeting. This first meeting could run as long as four hours. Anyone involved in Marketing for your organization is invited to attend. To begin this process, we review the following:

 

01 Goals

02 Brand 

03 Customers

04 Competitors

05 Key Messages 

Content Writing: The Deliverables

 

And then the writing begins. Clients come to us because they need to:

 

1 Write the top navigation page content they need to launch a website

2 Improve the overall quality of the writing and visual content on an existing site

3 Take the weight of regular blogging and publishing off their shoulders – keep the business pages consistently refreshed with new content – a minimum basic requirement for SEO

4 Build a content library of cornerstone articles with a strategic link structure that brings them closer to the ultimate goal of ranking on the first page of an organic Google search

5 Work with their web developer to provide consistent, high-quality, original content to feed their content marketing engine

The road to great content begins with an electronic survey to assess your needs, your goals, your current position in your market, your competitors.

The Content Plan

 

We plan content in 3, 6, 9, or 12-month segments. This plan is the basic road map used to build content – for multiple audiences – that attracts, engages, and converts.

 

The **first** 3-month content plan requires the client’s active participation in:

 

1 An initial meeting
2 Developing the topic list for the quarter

 

The content plan delivers **3 or more months worth of topics for your blog**. Therefore, whether we do the writing or you do the writing – nobody has to come up with topics on the fly – ever again.

 

Intentionality Transforms the Content Plan

 

The content plan will be “thematic,” meaning each month will have a theme. Each theme should track with one of the service areas of your business, and align with at least one of your strategic goals. This is the step that makes content planning truly strategic.

 

Typical themes focus on:

 

  • your customer’s pain points 
  •  how your product or service provides answers
  • educating your customer
  • your brand – thought leadership
  • your brand – how you differ
  • product education
  • lighter themes – that also reveal your core brand

 

Integrating Your Broader Community

 

A good content plan can also connect you to community. For example, explore opportunities to invite guest bloggers, and incorporate features such as employee profiles or community member profiles.

 

The bottom line: when we plan your content, you’ll never be at a loss for words!

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