Starting off

We need your input to understand where you are with content marketing today. We explore questions like:

  • Have you defined your target markets and buyer personas?
  • What current content do you have? (Online content includes website, white papers, e-books, slideshows, webinars. Offline content includes brochures, fliers and other communications.)
  • How do you track performance of your content?

We usually hold a workshop with key members of your team. (For example, Marketing, Sales and General Management. Customer Service often attend also.)


Next Steps

  • Review existing content and performance
  • Review of existing content distribution and promotion
  • Identify gaps
  • Develop future content topics
  • Assess format options for new content (infographics, interactive tools, video etc)
  • Review and refine KPIs and tracking processes
  • Investigate new ways to promote content
  • Review client resources to implement any plan

During this stage, we contact you and your team on an ad-hoc basis. This helps us fill gaps, sanity-test ideas and make sure our final plan will be realistic.

What you get

At the end of the review, we provide a detailed Content Marketing Strategy and Plan. That includes

  • Clearly defined target markets and personas
  • 12 month editorial calendar
  • ‘Priority content’ recommendations to fill gaps as promptly as possible
  • Recommendations for content topics, formats and promotion
  • Suggested processes for social media, email marketing and marketing automation
  • Recommended tools and suppliers to make it all work
  • Measurement and tracking plan (KPIs, tools etc)

The plan includes specific activities for you and your team. They’re calendarised and have time and cost estimates. Where possible we assign work to specific individuals. We also highlight any gaps in resources or skills, along with suggestions to fix the issue. (Recruitment, outsourcing, tools, training etc.)

Who should use content marketing?

Any business can try content marketing, but it’s most effective for

  • businesses selling ‘expertise’
  • businesses selling high value services
  • B2B businesses with complex sales processes. For example, where the buying decision involves more than one person.

If this sounds like you, contact us for a no-obligation discussion.


Your website content must be valuable for your target clients. If it isn’t, they’ll just click the back button.

Poor content with no real value is one of the 7 reasons websites don’t generate leads. How does your website perform?