Content is the fire. Social media is gasoline. Without content, your entire social media program devolves into a litany of self-promotional back pats. And guess what? If every company in the world has a special offer in social media (and they will), yours probably isn’t that special.
So the key to social success is content, and the real secret to content marketing is that the more you sell, the less you sell. Of course, you want your content to drive customer behavior. We’re not Bolsheviks. But the way that happens is to be a Youtility: to genuinely help, inform, delight, and inspire your customers and prospects.
We help you strategize and execute content marketing programs that tell your story in a memorable, effective and measurable way.
We provide 2 types of content marketing consulting:
Content Marketing Strategic Plans
We examine your existing content, the content of your competitors, and industry best practices to identify the low-hanging areas where you can improve your program.
Then, we determine the optimal success metrics that truly map desirable business outcomes to your content program. We also recommend the appropriate resources (human and technology) you should be employing.
But storytelling isn’t just art, it’s science. We use detailed analysis of search query data and social chatter to isolate specific categories, topics, and modalities of content you should be addressing, and where the holes lie in your present array.
For good measure, we throw in 10-20 big ideas to get your content marketing program rolling.
If you have a content program that’s decent, we’ll help you take it to the next level. (You might also be interested in our free ebook: The Field Guide to Content Marketing Metrics)
Timeline: 60 days
Clients: Petco, Vanderbilt University Medical Center
Content Audits and Analyses
Other than search engine results (unreliable), social sharing behavior (not a business metric), and blog comments (even less so), How do you evaluate your content program against competitors? How do you stack up versus ever-changing industry best practices? We’ll tell you.
Our Content Audit and Analysis project examines every facet of your current program, and the programs of your competitors, plus leading companies in related industries. We’ll give you detailed, actionable recommendations that you can put into place immediately to improve your content marketing results.
We’ll also weigh in on your email program, your success metrics, your SEO, your multi-media strategy, and other related topics.
We’ll tell you what you’re doing right, what the other guys are doing right, where you can improve, and how.
Timeline: 40 days
Clients: Infusionsoft, Closet Factory
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