This is how to create content that serves your audience from pain point to purchase.
A holistic landscape audit identifies current performance, gaps, audience needs and opportunities to inform your content strategy.
Through a blend of discovery and analysis, we build a comprehensive working snapshot of the current competitive content environment, identify ownable topical pillars and create a holistic plan for building a true content ecosystem.
Audience review & persona definition
Determine behaviors, motivations and content needs for each audience segment.
Industry analysis & white space review
Analyze the industry landscape to identify content gaps and competitive white space you can own.
Distribution strategy development
Review current distribution strategy approaches and identify program optimizations.
Keyword cluster matrix
Understand SEO performance through the lens of current and anticipated search behavior and best practices.
Site analytics overview
Assess current content performance data and user experience, and leverage journey mapping.
Content library analysis
Evaluate effectiveness of current content inventory to inform editorial calendar development.
Landscape audit findings drive program strategy
The needs and opportunities we uncover form the core elements that influence the development of an overall content strategy program, including:
- Program goals and objectives
- Audience subsegments
- Content pillar and editorial calendar opportunities
- Keyword cluster matrix
- Content hub technical recommendations
- Atomization and distribution plan recommendations
- Consolidation and optimization plan
- Measurement plan
Keyword Cluster Matrices
Centralizing keyword research into a repository and organizing data into clusters guide strategic content pillar development.
User Journey Maps
Visualizing the audience’s journey from moment of inspiration to conversion enables intentional decision-making to guide next steps.
No idea arrives fully formed. These questions can help you get it ready for showtime.
Move over, blog. It used to be every company had to have one. And, for the majority of brands, a blog is still a savvy way to publish your expertise and POV on timely topics. But there’s a format better suited to showcase the full strategic range of B2B and association brands’ thought leadership chops. […]
If you’ve got a story to tell and thought leadership is your content marketing mantra, there’s no better format than a content hub.That’s because content hubs are the heart and soul of a brand’s data-driving, editorially innovative, audience-hustling content marketing program. It’s your brand storytelling meet-up, your online home for visitors new and old, your […]