Our Content, SEO, and Digital Marketing Process
Discovery
The first step in a solid content marketing and SEO strategy is defining the best digital strategy for you. We need to know where we’re going before we start driving. We always start with Discovery, which leads to digital strategy. The personas, competitive analysis, and moodboarding help us define the strategy.This first part of the process is understanding the minutiae of your organization. We leverage information from our initial conversations, and create a list of curated, custom questions for you. This Discovery questionnaire is to help clarify and define in detail; your target audience, your organizational processes and challenges, existing tactical and strategic plans/ needs around your organization – and much, much more.
After you’ve completed, we’d review the answers to those questions and have an in-depth intensive meeting (typically, across a large portion of a day or two half-days) with your project stakeholders to continue where those questions left off. By the end of the sessions, we will have a solid grounding on the overall direction of the project and your goals.
Personas
To keep your site audiences’ needs at the center of the process, we would begin by leveraging personas. These are real-life narratives of who your people are, both externally and internally, and how they engage with your organization. These help form content requirements from the narrative of the user, and puts everything into context from their valued perspective. Content strategy means we need a solid pulse on their demographics, what they’re interested in, and where we can leverage opportunity gaps.
Branding Lite
Branding is *way* more than visual identity. It’s how you talk about yourself. The voice. The tone. The dos and don’ts about what’s encouraged, and what’s a bit ole’ no-no.
Content and Competitive Analysis
This is the meat and potatoes of our approach in content marketing and strategy. We spend *a lot* of time researching other organizations in your space, because, well, we want to do it better. This involves looking at on-page SEO, off-page SEO, and why other organizations are performing well with their digital marketing. We spend the majority of time investigating organic/ on-page SEO, but we also peak into their paid marketing strategies as well. The result – a super large data-driven deliverable with our insight and recommendations.
Site Audit and Diagnosis
Technical SEO (e.g. how well your site is built and how well it performs) is paramount to content performance. We identify what needs to be done, and present a plan to get ‘er done.
Editorial Process
A stellar editorial process is way more than having clean, error-free, spot-on content that resonates with your users. It involves a process that works for your unique organization. We help you figure this out, so it transforms and rethinks the way you approach your content and content marketing.
Publishing
You’re busy. We get it. We help you pick a publishing platform so you can define your content calendar, and publish to the social channels needed. Quite frankly – this is the easiest part, but also is a massive time saver.
Analytics
We can’t improve upon what we can’t measure. We learn your KPIs, setup a data dashboard so you can see everything at-a-glance, providing full transparency for our collective decision making.
Tweaking
Based upon performance data from the analytics – we tweak content based upon post-publishing SEO reporting and data analysis. Rinse. Repeat.
