Content Marketing Consulting

Success with content isn’t getting any easier.

76% of companies say they’ll create more content this year than in any prior year. That’s a lot of competition for attention.

How do you make your content actually stand out and succeed? By being truly, massively relevant.

We will help you. We’ll work together to determine what your customers really want, where you’re exceeding those expectations, and where you may be falling short. We’ll evaluate your content marketing versus your key competitors and determine where you can create content that informs and delights your customers and prospects. We’ll also work to make sure you’re measuring content effectiveness optimally, whether you’re doing so from a B2C or B2B perspective.

As Seth Godin famously said, “Content Marketing is the only marketing left.”

We work with the world’s leading brands and organizations to help them gain more customers with content marketing that moves the needle.

Convince & Convert is not an agency. We’re a strategy and operations consultancy. If you’re just starting a new initiative, we will show you the way. If you’re wrestling with internal debates about resources, oversight and governance, we will provide the clarity you seek.

We use our decades of experience, proprietary audience insights, competitive analysis, 6As metrics system, and operations optimization framework to provide Acceleration Plans that take your content marketing program from good to untouchable.

Vanessa Sain-Dieguez Hilton Worldwide

The team is a pleasure to work with! Extremely knowledgeable in all aspects of digital. The team at Convince & Convert make everything super easy to understand on all levels, which is great when dealing with everyone from front line to executives.

Our clients include SAP, Arizona State University, Kindred Health, Grand Ole Opry, Columbia Sportswear, Hilton, and more.

These organizations trust us because we provide sound recommendations in a straightforward, hype-free fashion. Nearly all of our clients already have in-house teams and/or agencies. But because we don’t provide tactical implementation services, we don’t compete with their current vendors, or their own team: we make them better.

Content Marketing Programs We Offer

  • Custom, proprietary research to find your customers’ attitudes and your content opportunities
  • Competitive analysis and benchmarking
  • Analysis of your current content marketing program
  • Comprehensive content marketing strategy
  • In-person content marketing optimization workshops
  • 5x5x5 topic archeology and content gap analysis
  • 6As content measurement framework development

How We Double Your Results

We aim to double the effectiveness of your content marketing within 12 months, once we work together to document and launch an enhanced strategic plan.

Our strategic plan process includes these three components:

Discovery & Launchpad –We hit the ground running, and keep the wins coming.

In the first Launchpad phase, we uncover and analyze everything about your business, with an emphasis on content marketing. We’ll also look at your overall digital marketing, social media marketing, email marketing, Web presence, online customer service, and more. Everything is connected in the eyes of your customers.

The work will start with a Brand Anthropology Meeting, a two-hour, in-depth virtual session with you and your team where we will confirm your key goals, and ask you many questions about how your programs operate today.

In addition, we also need to review every conceivable report or statistic you have. We realize you may not have all of this pulled together, and our team will help you gather the data we need to complete Launchpad phase.

We’ll also in this phase do a deep dive on your competitors, and we’ll want to talk about them in the Brand Anthropology Meeting.

(OPTIONAL) We sometimes conduct custom, proprietary research to determine your customers’ attitudes about your business and your competitors. We partner with one of the country’s leading research firms to create these massively useful programs.

OUTCOME: A written Launchpad document that establishes your goals, provides you with a detailed competitive assessment, and begins the foundation for the acceleration plan. Delivered in a way that energizes your team and your executives about the road ahead.

Acceleration Plans – Next we focus on each area for digital success.

Prioritizing the area your team or department needs most and delivering not only a strategic guidebook for each digital pillar but exactly the operations, resources and timeline to get it done. The mission playbook is a strategic roadmap inclusive of the business needs required to achieve the goal. We build the rocket, you supply the fuel.

Our strategic recommendations and ideas are delivered in two pieces: 0-120 day action items; and 121-365 day action items.

We also provide a full priority map so you know what to tackle first.

OUTCOME: A detailed strategic and operations plan that tells you precisely what needs to be added or changed to double your effectiveness in approximately 12 months. Includes metrics recommendations, software and personnel recommendations, and tactical ideas that match up to your business goals.

We’ll deliver the Acceleration Plans live on-site at your place. You are going to love it. See some case studies of other brands we’ve helped.

Pathfinder – We continue to work together to fine tune as your team adds fuel to the Acceleration Plans.

Some of the recommendations we make in Acceleration Plans may ask you to leave your comfort zone. They may ask you to learn new skills, adopt new processes, kill sacred cows, or buy all-new cattle. We’ve learned (the hard way, truthfully) that when we give our partners Acceleration Plans and wish them the best, the chances for meaningful success are diminished significantly.

Consequently, we now engage in Pathfinder once Acceleration Plans have been delivered. In this phase, we work together to implement the recommendations, with our team holding the rudder and your team holding the wheel.

We meet every two weeks to check progress, optimize the plan (because digital, in particular, changes ALL the time), train your team on new tactics, and journey together on a trajectory of success.

Each quarter, we have a longer Pathfinder Progress session where we gather together in a video meeting to take a long look at key project metrics and milestones, and do a deeper dive on where the plan should change.

And, at all times, you have access in nearly real-time to our entire roster of senior strategists. We are on call and at your disposal to provide advice and counsel about all things customer service, Web, email, mobile, content, social and beyond. We are the virtual, strategic extension of your team. High five!

Let’s talk about doubling your effectiveness

 

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