Content Framework

Stage One: Content and industry research

To understand you and your industry and the calibre of the content being uploaded in your marketplace, we need to do the research.

This happens in five phases:

Story identification: We’ll ask the questions, and you give us your responses. The questions will form the basis of our work. We’ll cover things like your ‘why’, what you want to achieve in business and SEO keywords.

Understanding your offer: We will deep dive into your products and services, how your ideal customers benefit from it, and how they are (or can be) different from what your competitors offer. Going further, we’ll learn what Call to Actions (CTAs) you have, and how these can be subtly used in the content we create.

Knowing your customers: Your content must be targeted to an audience that wants or needs to hear from you. By drilling down on this, we’ll be able to create a content strategy that your customers will feel is made uniquely for them.

Reviewing your competitors: We analyse the content your competitors are creating and, more importantly, assess whether its driving leads. This means you’ll get a more streamlined understanding of what they’re doing, and how we can position you as a better alternative.

Industry research: To forecast future predictions about your industry, we need a detailed understanding of it. When backed by educated and informed research, we can confidently position you and your offer as different and thought-provoking.

Stage Two: Workshop and building your content strategy

Writing a blog, recording a podcast, or filming a video is fun, but if you don’t know its intention, you’re wasting your time (and more importantly, your audience’s time).

That’s why we will pull together all the information from stage one and conduct a content workshop with you. This will ensure clear decisions are made around important things like:

Understanding the end goal of your content: Whether it needs to increase brand awareness, position you or your company as a thought leader or generate leads.

What your customers need from you online: How content can be directly targeted towards different buyer personas.

How your content should be created: Whether content should be educational, entertaining, thought-leading, or polarising.

How your products or services can be pitched in content: Via visual demonstrations, long-form copy, or audio explanations.

From here, we will build out a six-month content strategy and monthly publication calendar.

Our content strategy will focus on the five stages of awareness and target your ideal customers at every stage – unaware, problem aware, solution aware, product or service-aware, and most aware.

Stage Three: Content creation

To meet the demands of Google and your ideal customers, we know that content needs to be consistently created in eight different ways.

Each of these content styles will target customers at various stages of awareness – unaware, problem aware, solution aware, product or service-aware, and most aware.

Story-based content

  • Your Hero’s Journey: To inform your market who you are and what you offer.
  • Customer led content and case studies: To prove that you get results for your customers.


Educational content

  • SEO keywords: To target what your market is searching.
  • Opinion pieces: To pitch content to external publications (and to get backlinks).


Unique content

  • Thought Leadership: To position yourself or brand as an authority with valued views.
  • Joint-venture content: To open you up to your referral partner’s network.


Branded content

  • Branded Hero’s Journey: To tell your brand story.
  • Branded supplement content: To garner interest and engagement.


Consistently creating (and uploading) content that meets these specifications will rocket your potential customers through the different stages of awareness and quickly turn them into loyal customers.

Stage Four: Content roll out and distribution

Once the content has been created, it will be handed over to you for review. After your feedback, we’ll action your suggestions and prepare your content for distribution.

At this point, we will supply you with approved and professionally edited content to be uploaded to your communication channels.

Content will be created and finalised one month before it’s being published, so we can build up a backlog of approved content to be rolled out consistently. This ensures there are no gaps in content dissemination and will improve your SEO ranking. 

Our content will be rolled out in this way month-on-month. This approach is called ‘evergreen content’ and isn’t time or date-specific, meaning it remains relevant no matter when it’s uploaded.

For content that is time and date dependent and that can’t be planned for in advance – like a change in industry regulation – we will create this content when needed. We can do this because we’ve previously created a backlog of content and eased the pressure on all parties.

Depending on your engagement with us, all created content will come with social media posts, scripts for structured video messaging and copy for emails or e-Newsletters.

Stage Five: Measuring content and client success

Once your content is rolling out, and the first month has passed, we will conduct content and client success meetings.

We will measure your content and report back to you on things like:

  • The total number of views each month per piece of content.
  • Make assessments as to why this was the case.
  • Review, which content wasn’t as popular.
  • What themes or topics most engaged your market.


But going further, we want to ensure you’re happy with your content and how we’re creating it on your behalf. So, we conduct monthly feedback meetings with you.

We will work with you to identify:

  • How we can continue to support you with content delivery.
  • Discuss how we can build our relationship with you further.
  • Address any queries you have about working with us.
  • Forecast what success looks like from your perspective for the following month.
 

Measuring content in this way will enable us (and you) to understand more accurately what’s working in your market, and what theme or topic has the best chance of converting your ideal customers, while your feedback will enable us to ensure we’re adhering to your expectations.

Stage Six: Converting your audience into loyal customers

Copywriting, podcasts and videos are nothing unless they convert your audience into loyal customers.

To make the conversion process easier, we’ll supply you with templated responses to the common questions your customers and audience are asking once they’ve read, heard, or watched your content.

A potential customer’s attention span isn’t long. So, to maximise the chance of converting them, you need to respond to their query with speed. Likewise, you need to stamp out negative comments and control the narrative on how your brand is seen online. This is best done via pre-approved templated (yet functional) responses.

Furthermore, we are journalists, and we understand how to create content that meets editorial guidelines, it’s not uncommon for the content we create to be published in online publications, which will build your authority.

We will supply you with a database of publications and emails to send to Editors to pitch your content to them to get it featured in their publication or on their website.