Content strategyEnsuring editorial projects are mapped to your business goals
Content developmentTelling stories that reflect your way of seeing the world
Who I’ve Worked With
Content can’t be great in a vacuum. It must be mapped to your business objectives, to your conversion goals and to specific target customers. Otherwise, the best written article in the world won’t make a connection between you and the people you’re trying to reach.
Without strategy, it’s just blogging
We’ll start by getting clear on the direction you want to go and what success would look like. That will inform a content map that accounts for all the places and people your content marketing needs to connect with. Then I’ll support that map with competitor research and a landscape scan to see where the opportunities to make an impact are.
You need a content brand that expresses your vision, values and mission. That’s why my team and I commit to fully absorbing everything you can tell us about your brand. Otherwise, the editorial calendar we develop for you might as well be for the other guys, and the traffic we bring won’t mean anything for your business.
Not the same old clickbait
An editorial calendar is essentially a way of filling what newspaper editors call “a news hole.” But you don’t just want content that fills a hole. You want stories that express your point of view. The best content marketing doesn’t just bring clicks. It helps you connect with customers who want to work with brands that “get it” the same way they do.
It used to be a customer, especially in B2B, came to you asking, “What is your product?” Now they’re out there asking, “How do I think about the issues that are important to me?” Your customer’s environment is changing as product innovation cycles speed up, as the path to purchase is being digitized and as they’re working across more channels.
Help customers understand differently
Thought leadership means helping customers improve their own understanding of their issues. To help you develop that content, I use my experience in academia and journalism to dig deep and ask provocative questions. My baseline expectation is that every article says something the reader didn’t know already and that improves their understanding of a problem.
Otherwise, why publish it?
Together we’ll produce content that makes your readers glad you published it — that rises above all the other noise out there, makes your customers feel smarter and makes them want to keep their antennae tuned toward you.
Without a project manager, excellent writers struggle to deliver material that is on point, and even the best material will lay dormant without someone managing how it gets edited, published, distributed and promoted.
Your outsourced content team
My end-to-end content marketing services are built to flex with the resources available on your internal team. We can consult with your leadership on strategy and download key details from the product team. We can develop the content and run the editing process. And when it’s ready, we can plug into your CMS and provide our own designers or interface with yours. Bottom line, my team and I make sure your content is strategic, informed and high quality and that it actually gets out in the world were it can start getting results.