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Most engagements involve a combination of content marketing and SEO because an effective online marketing strategy requires both. In short, I partner with you to plan, build, and nurture a foundation of unique, high-quality content to help you connect with your customers while creating a symbiotic relationship between your website and other digital marketing channels.
First, you complete a survey and participate in a kick-off call. That allows me to learn more about your business, gain access to critical systems, and ask any questions necessary to guide our next steps.
Using the information from stage one, I get to work, typically by performing a website assessment, which includes a technical and visual audit. I identify issues and opportunities affecting the customer experience or your ability to rank in search and begin to prioritize.
As I complete research, we examine and discuss our findings and potential next steps, ensuring alignment before moving forward. For example, we might review the assessment together, choose one or two topic areas for keyword research, and set up our next meeting.
When stages 1-3 are complete, we develop and document a plan for improving your website and producing content that clarifies your offering, demonstrates expertise, and boosts your visibility online, given your available resources.
Then, we execute the plan. We develop, publish, and promote website pages and blog posts – crafting the content and infrastructure necessary to attract your target audience, educate them about your services, and encourage engagement while fixing technical concerns.
I set up the appropriate tracking mechanisms to monitor our progress and report results as the engagement unfolds. That gives us insight into what works and what doesn’t so we can improve – revisiting and revising our plans and work as needed.
I become a member of your team, and together, we tailor the engagement to your needs, determining which deliverables and steps are necessary for you.
For example, with many, I take over where the website developer leaves off. I work with you to build and implement a strategy for improving and producing content to clarify your offering, demonstrate your expertise, and boost online visibility while also assuming the responsibility of managing your website.
However, sometimes, clients hire me ahead of a website redesign. In that case, I collaborate with your team and the website developer to protect your SEO throughout the migration while helping you plan and develop content.
In addition to the content we ultimately develop for your website (blog posts, resources, service pages, product pages, etc.), I will produce a mix of deliverables to help us strategize. Below are some examples, but, again, I am flexible in my approach and often customize documents to suit client needs.
Using tools, I scan your site for problems that will diminish the user experience or affect your SEO (broken links, missing meta descriptions, etc.). I then keep this audit active throughout our engagement to spot and address new issues.
I perform a holistic examination of the front end of your website from a visitor’s perspective – assessing the clarity of your messaging, your website’s structure, the existence of important trust and conversion elements, etc. I document everything and use what I learn to set priorities.
I pull a complete list of your website pages using a tool. That helps me understand the structure of your website and identify any concerns while providing insight into the content you already have, how we might improve it, and where the gaps lie.
Buyer personas are research-based, written profiles that depict a fictional target customer. I survey your team members and speak to your clients (if desired) to develop a clear picture of your target audience, then use that insight to guide the development of new content.
Customers need specific types of information as they get to know your business. I document what exists and what is missing to address customer questions at each stage of their journey and use that information as we prioritize.
Based on your input, I collect a list of the keywords your competitors rank for. We can review this data for insight into their strategies to stimulate ideas.
Together, we identify topic areas vital to your business - concepts your target audience would explore when researching problems your business could solve. We choose one or two to focus on, do the research, and then use what we learn to steer our content plans.
A content marketing strategy is a written summary of our goals and strategic plans supported by research. I produce a written document or a one-page, easily digestible roadmap that summarizes our plans, and then we revise and refine it throughout our engagement.
An editorial calendar communicates the specific content we plan to develop, our timing, and who will handle each component. It is a working document that aids communication, guides our work, and helps us stay in sync.
The key to an effective content marketing strategy is intention.
Let’s build a customized plan for you.
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