Content Strategy

Good content starts with strategy. That’s how you avoid throwing spaghetti at the wall and hoping a few noodles will stick.

Many marketing teams are great at ideating specific assets or topics. But they don’t have a plan for how these pieces connect what the brand offers to what the buyers actually want. Without a strategy, you’re filling a calendar but not likely moving a pipeline — and you’re wasting your resources.

So, we start our conversation by figuring out where you are with creating content strategically:

• Already got the foundation, like a messaging framework? Great! We move on to discussing your campaign.
• Still trying to figure out how you’re positioning yourself in the market? We start by mapping your content to business objectives and buyer needs before moving on to execution.

With 25 years of experience in journalism and communications, I approach strategy like an investigative journalist. I ask harder questions, dig beyond the obvious, and find stories that connect with your audience.

Here’s what this may look like, depending on where you are:

• Content audits: We look at how your assets are performing and identify what you’re missing.
• Messaging frameworks: We develop key messages for your solution to align your offering with your buyers’ pain points and the market needs.
• Content roadmapping: We start with a shorter or more compressed sprint to create messaging specific to your campaign, or to launch the first 90 days of your content marketing.
• Editorial planning: We ideate topics for your editorial calendar so you can execute consistently on a regular cadence.

I offer content strategy engagements for cybersecurity and enterprise technology companies at any stage:

• If you’re a startup launching content marketing, I can help you optimize your resources so you can produce content strategically.
• If you’re an established brand, I can help your team scale or figure out why your messaging isn’t landing.