CONTENT STRATEGY PROPOSAL

Client: Business Consulting Firm in Seattle

Client’s Vision

To establish as ‘thought leaders’ in an over- populous marketplace and

‘differentiate’ the brand for its clients, recruits, and industry

Content Team’s Mission

To create a plan that differentiates client as a niche player by streamlining content,

highlighting their co-delivery model, sharing effective team stories thereby improving their clientele.

Associates: Clients:

2-15 years

experience

in business

consulting

Help solve

problems

Passionate,

Ambitious,

Team player

Desire for

growth

Refine skills

Have business analysis or project management needs

Seek for best solutions for their problems and ROI

Need the most talented and experienced consultants

Target Audience

Target Segment Persona

Stacy – 25 year old

MBA, Foster School of Business

• Looking for a challenging and fun

team to work with

• Wants a firm that can give one-on-one

mentorship and professional

development

• Looking for a financial analyst to

prepare plans, forecasts and reports

• Wants consultants who can work

without much guidance, limited budget

and tight deadline

Dan – 35 year old

Director of Marketing, PR Software

70 % 30 %

2

2.5

3

3.5

3.5

4.5

Point B

CLIENT

North Highland

Bridge Partners

Slalom Consulting

Accenture

Content Quality

Rating Factors

• Layout

Easy to browse

• Taxonomy

Easy to Navigate

• Messaging

Easy to understand

Competitive Analysis

Competitive Analysis

Accenture SlalomConsulting

Point B BridgePartners

CLIENT

91

5852

28 28

Search ability

• Less sharable content like

white paper not linked to

social platforms or blogs

• Less relevant content

which reduces

engagement

Page Authority is a metric for how well

a given webpage is likely to rank in

search results.

00.5

11.5

22.5

33.5

44.5

Scale

Scale

• The website is mainly text descriptions and a

few photos.

• Interactive and sharable elements are generally

missing on the website

• Facebook and LinkedIn channel were created,

but photos on Facebook is less professional

look.

• Most of the content is well written and reflects

the company’s core co-delivery module and

team efforts, but professional research

publications or materials are not found.

• Call for actions buttons are not highlighted

Content Audit Highlights

Content Strategy Statement

Create an interactive platform that creates a DESIRE, attracts talent, engages through fun credible stories to establish client as a niche player in producing quality associates and effective business solutions

Our content, and interactAudience:

Associates (desire to join), Clients (desire to hire)

Voice/ Tone:

Engaging & credible It’s all about about our main goals.

• Paint picture of growth & passionate work

culture - Example: Whenever you join,

however long you stay, this experience

lasts a lifetime.

• Show performance data/recognition -

Example: We were voted “Best Firm to

Work For” by Seattle Consulting Magazine

• Repeat Engagement - Example: Have a

question? Ask anything and we will try our

best to answer. Or just say Hello!

PRIMARY MESSAGE DURING HIRING SEASON

Stacy – 25 year old

MBA, Foster School of Business

Message Architecture

• Personalized approach - Example: Spring Tax

Season: Reach out to our dynamic team for

planning, reporting and maintaining a stress-

free tax filing. Enjoy Spring.

• Targeted language - Example: Planning

season: How can we best maximize the launch

of your next product? Ask our specialists.

• Incentivize

• Highlight nurturing long-term relationships

• Highlight NGO, non-profit collaborations

• Show growth data/ research

PRIMARY MESSAGE DURING NEW BUSINESS SEASON

Dan – 35 year old

Director of Marketing,

PR Software

Message Architecture

Tone & Voice Spectrum

PASSIONATE

TRUSTWORTHY EDGY

FUN

WITTY

OPEN

ENERGETIC

AUTHORITATIVE

CREDIBLE

ACCURATE

KNOWLEDGEABLE

CONFIDENT

PROFESSIONAL

INTERACTIVE

NICE

WARM

CONSULTIVE

GENUINE

FRIENDLY

EXCITED

FACUTAL

RESPONSIBLE

HELPFUL

BRIGHT

CURIOUS

FAITHFUL

ACCOUNTABLE

DEPENDABLE

CARING

Human 2 Human

NOT

Business 2 Business

POSITIVE

DIFFERENT

CRISP

CONCERNED

DIRECT

SIMPLE

RESPONSIBLE

APPROACHABLE

IMPARTIAL

SUPPORTIVE

AUTHENTICCHEERFUL

JUST

TRANSPARENT

CLIENT

• Death to B2B blah – Do not over complicate the message

• Many writers, one brand – Align brand voice/tone across all distribution channels

• Consistency is key – Style guide for editorial team

FRESH

(Headline)

HONEST AUTHORATATIVE

DOs Passion first - Meet

our team.We will be real, even if that

means being occasionally silly, a

little less than perfect, and

sometimes more than a little

dorky.

Don’t let taxes slow

you down – Get help

from the best

DON’Ts Seasoned veterans

guide us

All client associates are required to

pursue professional certifications,

such as PMP, CBAP, ITIL or Six

Sigma

We effectuate skilled

business tax

preparation

Sample Suggestions on Style Guide

Taxonomy

Who We Are

Our Mission

Core Value

Why We Are Different

What We Offer

Research Highlights

News & Awards

Clients

Needs

Testimonials

Meet The Team

Culture

Leadership

Join Us

Contact Us

Bellevue

Denver

Quarterly Timeline

Creation

• Focus on creating content

• Follow seasonal conversation cycle and adjust the messaging

Distribution

•Focus on getting the words out

• Disseminate content on different platforms

Measurement

• Collect content-related data information and focus on analysis

• What work and what not work

• Lay the foundation for next quarter’s content creation

Content Checklist

Checklist Quality Question Status

Voice / Style Does the content follow the voice/tone and style

guideline?

Spelling/ Grammar Are there misspellings?

Share Ability Is the content sharable?

Distribution Which platform to put the content?

Monitor Metric How many clicks and views?

What is the average visit duration?

What are the referrals (sources)?

How many likes/ shares?

Revision / Improvement What edits can we make?

Final Recommendations

Long – Term

• Align brand statement and page

content

• Add visible Call- to Action button

• Publish research paper for every

service industry

• Develop a responsive site

• Add more visuals and interactive

elements. e.g. – animations/videos

• Focus on existing social platforms

• Create a style guide and swear

by it!

• Measure results – use AB testing

• Track metrics and re-visit goals

Short – Term

• Continue focus on quality, not quantity

• Add testimonials in Video format

• Stick to creating original content

• More specific measurements to track

progress

• Expand social media outreach

• Hire a content team

• Track Return on Investment (ROI)

Raise Brand Awareness

Goal• Achieve BUZZ around brand

• Demonstrate brand attributes: Niche, thought

leader, credible

• Attract audience

Measurement• Analyze users opinion on social media

• Frequent surveys, emails, and feedback from

client

Success Metrics

Increase Engagement

Goal• Conversational voice & tone

• Easy searchability of brand name

• Users find content relevant and useful

Measurement• Month on month increase in page views and

page duration

• Conversions through website

• Analyze the content which is most visited

Success Metrics

WORKFLOW – Content CreationC

ON

TE

NT

TE

AM

AD

MIN

IST

RA

TO

R

Content

Need

Draft

Goals

Collect

Content

Draft New

Content

Revise

Copy

Schedule

Publish date

Publish

Review

Require

Approval

YES

N

O

Roadblocks & Possible Solutions

• Short of content creation, and current content maintenance team is not stable enough

Solution:

Use an agency or hire individuals on contract temporarily for generating content

• Funding is limited

Solution:

Have a plan B. Improve quality of photos and important elements first. In the long run,

when funding is available, the company can add more multimedia elements.

• Confusion in execution and misalignment

Solution:

Establish accountability: who is doing what? Where? When?

Check the measurement indicators.

• Increase inbound links

• Easy usability, searchability of

brand

Success Metrics: Increase Traffic & Social Sharing

Goal

• Incremental visits, page views

• Incremental Traffic through organic

search

• Increase in Link shares – Work culture &

Research Papers

• SEO

Measurement