Define and Align

Do you already have website content that you’re happy with but no “silver thread” that brings it all full circle? Sharpen it up with a strategy session.

A professional writer who is also an expert in your industry will collaborate with you to articulate your company’s core values and themes, and your target audience. Together, we’ll clarify your company’s brand message, position and mission. We’ll also identify your company’s primary content goals, and your target audience’s characteristics and needs.

We’ll look for opportunities for revision and reorganization that will bring your existing content into closer alignment with your values, mission and theme, and we’ll edit your existing web content, up to six pages.

The Foundation

This package offers all of the content review and strategy service of the Define and Align package, plus a strong foundation of solid content that authoritatively covers the core aspects of your business.

Step 1: Conduct initial content mapping sessions

Identify core values and themes, brand message, position, mission. Identify primary goals. Identify target audience, their characteristics and needs.

Step 2: Discovery and research

Review existing company materials; identify competitors and review their position and content; clarify and articulate what sets your company apart. Review applicable laws and regulations. Review relevant industry facts and how your company fits into the picture. Review relevant environmental protection topics and facts, and how your company fits into the picture.

Step 3: Create all web content (usually 8-12 pages)

Reflect core values, core themes and brand message

Work with web designer to ensure good flow and organization

Step 4: Identify 8-10 key topics to cover in resource section or on blog

Includes basic research into keywords and key phrases relevant to your readers

Create editorial calendar for publishing resource/blog material

Step 5: Write resource material

Resource material is usually in the form of blog posts, FAQ, or downloadable pamphlets or guides

Occasional email/newsletter content, press releases, relevant breaking news coverage

Blog administration if needed (we will log into your site to format and publish the posts)

Also included:

• Professional editing and proofreading
• Fact checking
• Revisions
• Coordinate with marketing team
• Social post calendar if needed
• Participate in marketing efforts (tweets, shares, etc.)
• Reach out to complementary industry contacts to the extent possible. We will capitalize on networking and content sharing opportunities as they arise.

Expert on Board

Ongoing development of high quality content is a critical aspect of any SEO or Internet marketing campaign, and one of the most important marketing investments your company will make.

This long-range content strategy includes everything in the Foundation package with six or more months of content creation. We’ll help you achieve your long term goals by developing authoritative content that’s well-written and geared to your audience. We’ll help you choose a variety of complementary delivery options for your content. That might include setting up a user discussion forum, or even a microsite for a special product or service that you sell. If your content can be delivered by video or podcast, we’ll write the scripts.

This package is tailored to each client and always includes monthly strategy sessions, review of traffic patterns on your site, new content at least weekly, and a monthly blog and social post calendar.

Possible content formats include:

• Blog posts
• FAQ
• White papers
• Downloadable brochures
• Emails
• Ad copy
• Social media posts
• Video scripts
• Podcast scripts
• Guest posts for other sites
• Printed materials
• E-books

Imagine where you want your company to be a year from now, and give us a call to find out how we can help you get there.