For a longer explanation of what I do, feel free to read on–
I specialize in B2B content strategy and development. I help companies implement a content-driven marketing strategy to increase the number and quality of leads.
If you’re reading this, you probably understand the value of content. And, of course, you know that it’s not too hard to dump a bunch of general material out there on the interwebs. What’s more difficult is delivering interesting, easily digestible, tailored content to a specific audience in order to accomplish a goal.
Here’s what it’s all about: that beautiful little sliver in the Venn diagram that contains both “what your customers care about” + “what you do differently than the competition.”
I work with clients, creative directors, account managers, program managers, writers and designers to build segment-specific messaging to reach the right person at the right time in the right way. We create a full story arc that takes prospects on a buyer’s journey through a process of highly targeted, multi-touch integrated marketing campaigns.
The result is better quality leads and more closed deals.
In the end, it all comes down to the specific needs and objectives of my clients (and my clients’ clients). I could go on and on (really—I could—I’m a content marketing geek…) but I’ll stop here and ask what resonates with you in what I’ve shared so far? Click here to tell me what you’d like to accomplish >>
Just for kicks, here are some examples of content programs my clients have found most useful:
Development of multiple buyer personas based on verticals and product/service categories, mapped them with five different stages of the lead nurturing process. Architecture of content matrix that acts as a 6-12 month editorial calendar, while allowing flexibility for timely messages and announcements.
Sales Force Branding:
Multi-phase program built specifically for high-tech corporations with complex sales cycles and/or commoditized products and services. This program helps companies create a team of proven industry experts with valuable information prospects can’t live without. Ultimately, this program is about using technology to reach prospects at the beginning of the sales cycle in order to close more deals. Click here to learn more, or download the eBook Sales Force Branding: How to Differentiate Your Sales Executives form the Competition.
Customer Insight Program:
PR tool to announce a new large deal, new high profile client, new product or service offering used by customer, entry into new vertical or geographical market, etc. Includes research and planning, development of interview script, phone interview with 1 key customer, 1 press release, 1 blog post, 1 article.
Updating or creating core value proposition and messaging. Includes research and planning, development of internal and external interview scripts, 3 internal interviews, 3 internal interview call reports, 3 external interviews, 3 external interview call reports, internal and external call report compilation with highlights and insights.
Marketing Plan based on above activities, includes strategic positioning, true value proposition, core messaging, integrated campaign ideas and tactics for 6 months of marketing activity (10-15 pages).
Integrated Marketing Campaigns:
Interconnected quarterly campaigns to augment monthly marketing efforts. Benefit: Consistent, cohesive messaging, touches prospects and customers from different angles. Includes research and planning, 1 blog post, 1 article, 1 email, 1 landing page, 1 follow-up email.
6-12 month planning session for multiple clients or verticals. Includes core messaging, content map, buyer personas and varied tracks.