Content Strategy
Whether it's through blogs and press releases, videos or graphics, your content will shape and define your brand over time at critical touchpoints. Content facilitates important conversation, shifts customer perception, and grows awareness to gain traction and expand your target audience.
But all great content requires a guiding strategy.
Without it, you’ll spend countless hours putting together incredible pieces of content only for it not to land successfully.
Nothing makes the digital world go ‘round better than well-crafted strategic content.
Your Story Through Content
Content should inspire, inform, entertain — and even sell with the right strategy behind it.
The one thread that weaves its way through nearly every successful content strategy is storytelling. Every brand has a story to tell, and it’s important to know how to find it and tell it in a way that will benefit both the brand and your customers. Great brand stories can grow confidence and trust, and can set the path for content that resonates. We can’t tell you how many times we’ve had clients think their audience knows their story -- and it’s clear they don’t. What seems obvious to managers and marketing executives about a brand is often not obvious to customers. We’re here to point your content in the right direction so that you can build relationships with your target audience and share the stories you want heard through planned content that is repeatable and even can appear spontaneous.
Our Content Strategy Process
Right content, at the right time, in the right place. We’re there from concept through creation and amplification. We'll work with you to craft a personalized content strategy that focuses solely on your goals. Here's what you can expect.
Discovery Phase
We'll uncover the "why" behind your content strategy, which means we'll be tightening the scope on your target audience to make sure that we're hitting our mark. It's here that we'll go over your content's objectives and determine realistic goals that we can help you meet. This is where we'll get to know your business, vision, values, and overall differentiators that we can hone in on for the best possible results. We'll also determine what the goals for the content is, whether it be brand awareness, a new product or service drop, or any other objective on the horizon.
Content + Tone + Frequency
Within your content strategy, we'll outline a few important pieces. This may include what types of content works best for your target audience, which tone best fits your buyer personas and values, along with some key information regarding how often you should be creating certain types of content. Frequency plays a big role in content creation, as the digital ecosystem is a living, breathing environment that requires some consistency.
Exploration
Our content team will research your company, along with key competitors, to better understand the marketplace and your position within its ecosystem. This research is critical to crafting a robust and effective content strategy. For newer or developing brands, we'll conduct 2-4 customer interviews to help boost our creative approach. The research and exploration phase is a critical piece of the content strategy puzzle, and our team is extraordinary at unearthing actionable insights to guide the content creation process.
Channel Selection
An integral part of our content strategy process is determining what to do with the content. You can have the most beautiful blog, infographic, or case study in the world, but it falls on deaf ears without the right amplification. We'll help you take advantage of the proper mediums, whether on your website, through blogs, social media, a multifaceted campaign, or email newsletters, case studies, and more. We'll help make your content discoverable with the right strategies and techniques behind it so that you're able to gain the most traction possible. That’s why we create actionable content calendars that give you a month by month picture of what type of content needs creating, where it lives, and how it fits into the overall content strategy process.
Audience + Personas
We'll work with you to build a detailed map of your audience and various buyer personas so that your content is better crafted to serve your specific niche. Creating buyer personas will help your brand understand the best possible route for bringing a particular product or service into the marketplace. We'll help:
Uncover your niche
Define your target audience
Decide how to differentiate your content from the pack
Create a map leading to your idea of success
Measuring Success
No content strategy is complete without a way to measure its success. We place a ton of emphasis on data and analytics to know if certain types of content should be repeated or if we need to pivot in a different direction. With a wealth of data at our fingertips, we're able to gauge our past efforts and craft better-suited content strategies for your brand's future.
Content Services
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Content Lab - Execution (Full Team)
Content Lab - Setup
Calendars / Quarterly Content Planning
Campaign Execution
Thought Leadership
Branded Articles + Features + Blogs
Copywriting + Editing
Case Studies And more
The Content Lab is our all-hands-on-deck approach to content creation, giving your brand frequent content creation for faster turnarounds — with the right amount of polish. Our Content Lab production consistently surpasses industry benchmarks, averaging a 3-6% engagement rate across industries.
Our Clients
We’ve worked with incredible brands and businesses to help bring their content to life through strategic planning. We have extensive experience with both smaller brands and massive enterprises, offering unparalleled flexibility when it comes to establishing productive relationships that lead to successful content creation. Take a look at some of our valued brand and agency partners, past and present!
Content Cases
BAUER
Social media content to connect and engage the right audience
Bauer was Jen’s social client for nearly five years, and the best and most incredible results happened when we used content to speak to school-age hockey players in their own language. This meant a newsroom approach that planned content around special days and also reacted to hockey events in real time. In one year, Instagram fans grew more than 200%. A video featuring an inside hockey joke drew half-a-million organic views on Facebook. But it wasn't all jokes–inspiring content urging players to "Own The Moment" and achieve their best game was shared en masse with almost no paid investment.
BISSELL
Instagram content to grow fans and showcase brand themes
When was the last time you posted about your vacuum? (We'll wait....) When was the last time you posted about your pet? If you're like us, it was yesterday, thankyouverymuch. Bissell used the pet passion point to connect to people who need their product. Jen launched an Instagram account (and blog) for Bissell using a cyclical content approach that produced pet photo shoots every two months. The results? Thousands of entertained, engaged followers who love pet content and aren't put off by product posts that would otherwise feel salesy.
TARGET
Social contest to drive in-store sales
Never underestimate the power of a social activation. One giveaway or contest can often spread the word faster than any conventional marketing could. For Target, we helped launch yet another designer partnership with a popular stylist through a Pinterest activation that made every entrant a style curator. Pinterest has a built-in audience for that kind of content, and we saw a lift in awareness and engagement from the activation that ultimately resulted in the line selling out across the country.