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.
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 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.