Establishing a solid communications foundation is paramount to the effectiveness of your individual and collective marketing programs. If you’re struggling with content or other communications efforts, it might be because you’re trying to build a house without a blueprint.
I help clients to develop and clarify their brand narrative through the following:
Defining the core values and distinct features that that make up your brand.
Good for: Start-ups who want to establish a strong brand at inception and established businesses who need to refresh or clarify their brand story.
A complete messaging blueprint to guide and connect all of your brand communications. Typically includes:
Key audience segments
Tone and personality
Content themes & keywords
Good for: Any business who wants to ensure that their marketing and communications are effectively and cohesively deployed.
A strategic framework for how your brand or product is communicated across channels. Typically includes:
Key buyer personas (WHO)
Strategic communications objectives (WHY)
Key messaging priorities (WHAT)
Channel map (WHERE)
Tactical plan (HOW)
Good for: Established businesses launching a new product or initiative, start-ups looking to generate mind and market share.
Content exists in many forms but my focus is on planning, creating and optimizing high-impact, written and visual content for web and social media. My content services begin with strategic planning and extend to include content development, distribution and optimization.
While each client has different needs, most content strategies include the following:
Strategic Framework: Includes brand guidelines and business objectives
Content Audit: An assessment of your organization's current content marketing efforts
Content Blueprint: Informed by brand, business objectives and budget, the best types of content to tell your story
Process: A system for creating, sourcing, distributing & measuring your content
Competitive Snapshot: A look at how your top competitors are leveraging content
Buyer Personas: A discovery into why, how and where your key customer segments engage with content and what opportunities exist to better serve their needs
Channels: Which owned (existing and new), earned and paid channels are best suited to engage your customers and advance your goals
Good for: Businesses in need of a comprehensive, multi-channel content strategy that drives measurable results.
The creation of content assets, either through your internal creative resources or my partner network of professional designers, photographers copywriters and illustrators.
Good for: Businesses who already have a completed strategy and need guidance or support producing content assets.
I manage or support your efforts in the distribution (i.e. blogs, social media, email, paid media) measurement and optimization of your content across channels.
Good for: Businesses who already have a completed content strategy and need ongoing support managing and executing on that plan.
Building a sustainable digital marketing practice can be daunting in today’s rapidly changing environment. I help clients evolve their digital sales and marketing channels to make smarter business decisions and better serve customer needs. I analyze the totality of your business and identify gaps where technology and data can be leveraged to improve your business and your brand.
An analysis of your current digital channels, tools and campaigns with recommendations for how to optimize.
Good for: Businesses who want to see a better return on their digital efforts or are considering a new website or other digital initiative.
A channel agnostic, dive into the customer's experience with your brand across each stage of the buyer's journey.
Good for: Businesses who want to identify opportunities to more effectively attract, convert and retain customers.