Ever wonder what "to post" or "write about" this week?
The decision for most of your topic choices should be planned well in advance. Your content producers (writers, photographers and videographers) should follow an editorial plan that gets updated yearly or semi-annually.
If your writers or videographer are not responsible for the strategy for your brand, you never want to allow content producers to deliver topics they choose randomly. Choosing a topic just prior to sitting down to write seldom follows a strategic approach. Lack of planning often produces duplicative content and content that is not popular.
What We Do
We research data on your customers and develop a yearly editorial and analytics plan which your content producers can follow. Why analytics? We incorporate analytics into your editorial plan so you can track sales that originated from (or was assisted by) your content program.
We start by learning your overall customer goals and "who" is your best type of customer. We then delve into our vast data resources to generate a list of topics your writers and videographers can draw upon to generate content that justifies its cost.
Knowing which "topics" are best able to produce an ROI for your brand before you begin writing will save staff time and content costs by avoiding publishing content that does not produce an ROI. With content, it is the choice of effective topics, not quantity of content.
The topics we generate will be aligned to attracting new customers to your site or social media properties. A secondary focus is content that engages existing consumers.
After 4-6 months from when your content is published, you will be able to measure results and ROI from the amount of dollars you spent on your content program.