Why a one-size-fits-all approach to strategy and distribution fails
When setting a content strategy, it can be tempting to follow a playbook. You need an optimized website with clear messaging, a blog, distribution via social media and email, and marketing ops that track the page path of every use.
But every business is different and has different goals. If company A needs to drive brand awareness, an SEO-focused blog and website should be the priority. Company B needs to improve feature adoption, so they should focus on mid-funnel content that speaks to pain points and solutions.
After you publish content, often it sits there, without an effective distribution plan—let alone any distribution plan. Many content creators find themselves on a relentless cycle of production. They dedicate most of their time and brain power to creating new content and very little to distribution. Typically, the split is around 90% creation and 10% distribution. That's broken! If a piece of content is valuable, it deserves ongoing promotion. We’ll create a robust distribution plan to improve the reach and impact of your content.
Content marketing services: How I work with companies
Content strategy
The content strategy will identify tactics to drive traffic and brand awareness as well as any other identified goals. This strategy will include competitor research and identify gaps to differentiate from competitors. It will also outline the content formats and topics that best align with the target audience.
What you'll get:
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A comprehensive document to guide your content efforts year-round
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Competitor research and content audit
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Content formats and topics to reach the target audience
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A sample content calendar
Mid-funnel content
I’ll identify key topics that resonate with the target audience and have the potential to be repackaged into guides and other mid-funnel assets. Then, I’ll create a strategy for content repackaging, including content formats and distribution channels. Think ebooks, guides, and checklists.
Once we’ve identified content to repackage, we can add on scope to write content that could encompass guides, one-pagers, checklists, or reports.
What you'll get:
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Performance audit of existing content
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Roadmap for mid-funnel content, including ideas and formats
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Competitor research
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Recommended implementation plan
Distribution strategy
Content is only as good as its distribution. I’ll audit existing content and how channels are leveraged for distribution. This will result in a practical distribution strategy and framework ready for implementation.
What you'll get:
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Audit of existing channels
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Competitor research
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Guidance for how repurposing content fuels distribution
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A tactical distribution framework
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An action plan with a sample month calendar
Working with the best clients across industries
