Strategy

Content marketing strategy

Not clear who you’re talking to? Unsure of the best content to create? Don’t worry, you’re not alone. An effective content marketing strategy helps you understand who you want to talk to, what you want to achieve, and the topics that’ll help you do that. Ask for my input – a little or a lot.

"We wanted an independent review, to allow our clients to speak more freely and for someone with a trained ear to listen with purpose. The result was excellent. Anna managed to gain a host of valuable information which has enabled us to not only improve our services to our clients but also find our voice."

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Nathan Green

Redox Software

Enhancing your strategic content roadmap

You may have the beginnings of a strategic content plan or prefer to start from scratch. Wherever you are now, I can help you get clearer on the smartest way forward. Tailoring my strategic support to your needs, it typically falls into one of the following boxes, either as a standalone project or as preparation before a larger piece of work.

Audience insight

You know the business types (and job roles) you want to engage with, right? And some broad-brush information about why they may buy your thing.

But it’s not enough to create content that delivers meaningful results. You need a far deeper understanding if you’re going to create engaging content that influences their buying decisions.

What are they struggling with and what’s the business impact?

How do they personally feel about this challenge?

What would their ‘perfect world’ look like?

Do they understand possible solutions yet?

If so, why are they hesitating?

To give you deeper insight, I may suggest in-depth chats with your key people and a handful of customer calls. If you’ve got documented customer feedback or recordings of sales calls, I can dig into those too. Plus, I can surface any industry intelligence

Following my work, you receive a full report that educates your team and helps you deliver targeted and valuable content (whether I go on to create it or not).

Content strategy

What do you want your content marketing to achieve? Should you want to chat this through with someone who’s had the conversation several times before, I’m happy to help.

You sharpen everyone’s focus when you get clear on the purpose of your content. It can be a great investment. I’m happy to add some time into the early stages of a content writing project for this or help you as a standalone project.

You might welcome a one-hour content strategy call (or a handful) to sense-check where you’re going with a fresh set of eyes. Alternatively, you may prefer to develop a more detailed project.

Content planning

Perhaps you know what you want to achieve, and you sufficiently understand your audience, but establishing what topics to focus on is proving a challenge.

Instead of churning out random pieces of ‘meh’ content just to “get something out there”, let’s plan the most effective topics and applications.

My approach to content planning is practical and grounded. I use your audience insight, information about your business, competitor reviews, and industry knowledge to establish the most valuable topics to focus on, the best assets to create, and where to distribute them.

Once done you’ll have a spreadsheet brimming with inspiration.

Having a plan helps you use resources smartly. And you can work ahead of your next deadline, too, easing the strain for everyone.

How it works

Proposal

From an initial chat, we establish the level of strategic support you need from me and I create a costed proposal to clarity the likely scope. Once agreed, we can get stuck in.

What I need from you

Strategy work typically requires conversations – with you, key colleagues, and potentially, a few customers. You’ll help me arrange access to these people and provide any resources necessary. From there, I can take the baton.

What you’ll get

I’ll provide the insight or guidance we agreed in our scope of work, often in a written document. We may also have agreed one or several Teams calls to discuss findings or ideas further.

Support going forward

The strategic support you need may be ad hoc, or you might welcome the opportunity to check-in and discuss progress after a period of time. Arranging a follow-up Teams call can be a productive way to achieve this.

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Fees for content strategy

I tailor your support to what you need, whether that’s an ad hoc guidance call (allow £225.00+VAT) or a more in-depth project. Let’s have a quick chat so I can understand your scope and provide an accurate fee.

From £1,500.00 + VAT

Frequently asked questions

Can you help us finetune our existing B2B content strategy and plan?

Absolutely. You may have done some of this work yourself and simply welcome a fresh pair of experienced eyes to help you finesse certain areas and feel confident you’re making sound decisions. I’m happy to help you where you’re stuck.

What if our customers won’t talk to us?

From my experience, I find that hard to believe. My first approach would be to review how you’re approaching your customers so we can uncover better conversations. Beyond that, we can look at remote ways to understand your customers better. I’ve been creative to achieve this before.

Why are you happy to carry out B2B content strategy work without writing the content?

My support always fits your needs, it’s that simple. So, if you feel you have the skills to write long-form content, but don’t have the confidence to determine your strategy, I’ll help you right there. And you may find you want my help to create certain pieces anyway. But it’s not compulsory.