The content strategy proposal recommends creating engaging content to establish the client consulting firm as niche thought leaders. It suggests highlighting the firm's collaborative model and team success stories. A content audit found the website lacks interactive elements. The strategy proposes developing shareable stories on social media to attract talent and clients by portraying the growth culture and showcasing performance data. Metrics like traffic, engagement, and ROI will track the strategy's effectiveness.
2. Client’s Vision
To establish as ‘thought leaders’ in an over- populous marketplace and
‘differentiate’ the brand for its clients, recruits, and industry
Content Team’s Mission
To create a plan that differentiates client as a niche player by streamlining content,
highlighting their co-delivery model, sharing effective team stories thereby
improving their clientele.
3. Associates: Clients:
2-15 years
experience
in business
consulting
Help solve
problems
Passionate,
Ambitious,
Team player
Desire for
growth
Refine skills
Have business analysis or project management needs
Seek for best solutions for their problems and ROI
Need the most talented and experienced consultants
Target Audience
4. Target Segment Persona
Stacy – 25 year old
MBA, Foster School of Business
• Looking for a challenging and fun
team to work with
• Wants a firm that can give one-on-one
mentorship and professional
development
• Looking for a financial analyst to
prepare plans, forecasts and reports
• Wants consultants who can work
without much guidance, limited budget
and tight deadline
Dan – 35 year old
Director of Marketing, PR Software
70 % 30 %
5. 2
2.5
3
3.5
3.5
4.5
Point B
CLIENT
North Highland
Bridge Partners
Slalom Consulting
Accenture
Content Quality
Rating Factors
• Layout
Easy to browse
• Taxonomy
Easy to Navigate
• Messaging
Easy to understand
Competitive Analysis
6. Competitive Analysis
Accenture Slalom
Consulting
Point B Bridge
Partners
CLIENT
91
58
52
28 28
Search ability
• Less sharable content like
white paper not linked to
social platforms or blogs
• Less relevant content
which reduces
engagement
Page Authority is a metric for how well
a given webpage is likely to rank in
search results.
7. 0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Scale
Scale
• The website is mainly text descriptions and a
few photos.
• Interactive and sharable elements are generally
missing on the website
• Facebook and LinkedIn channel were created,
but photos on Facebook is less professional
look.
• Most of the content is well written and reflects
the company’s core co-delivery module and
team efforts, but professional research
publications or materials are not found.
• Call for actions buttons are not highlighted
Content Audit Highlights
8. Content Strategy Statement
Create an interactive platform that creates a DESIRE, attracts talent,
engages through fun credible stories to establish client as a niche player
in producing quality associates and effective business solutions
Our content, and interact
Audience:
Associates (desire to join), Clients (desire to hire)
Voice/ Tone:
Engaging & credible It’s all about about our main goals.
9. • Paint picture of growth & passionate work
culture - Example: Whenever you join,
however long you stay, this experience
lasts a lifetime.
• Show performance data/recognition -
Example: We were voted “Best Firm to
Work For” by Seattle Consulting Magazine
• Repeat Engagement - Example: Have a
question? Ask anything and we will try our
best to answer. Or just say Hello!
PRIMARY MESSAGE DURING HIRING SEASON
Stacy – 25 year old
MBA, Foster School of Business
Message Architecture
10. • Personalized approach - Example: Spring Tax
Season: Reach out to our dynamic team for
planning, reporting and maintaining a stress-
free tax filing. Enjoy Spring.
• Targeted language - Example: Planning
season: How can we best maximize the launch
of your next product? Ask our specialists.
• Incentivize
• Highlight nurturing long-term relationships
• Highlight NGO, non-profit collaborations
• Show growth data/ research
PRIMARY MESSAGE DURING NEW BUSINESS SEASON
Dan – 35 year old
Director of Marketing,
PR Software
Message Architecture
11. Tone & Voice
Spectrum
PASSIONATE
TRUSTWORTHY EDGY
FUN
WITTY
OPEN
ENERGETIC
AUTHORITATIVE
CREDIBLE
ACCURATE
KNOWLEDGEABLE
CONFIDENT
PROFESSIONAL
INTERACTIVE
NICE
WARM
CONSULTIVE
GENUINE
FRIENDLY
EXCITED
FACUTAL
RESPONSIBLE
HELPFUL
BRIGHT
CURIOUS
FAITHFUL
ACCOUNTABLE
DEPENDABLE
CARING
Human 2 Human
NOT
Business 2 Business
POSITIVE
DIFFERENT
CRISP
CONCERNED
DIRECT
SIMPLE
RESPONSIBLE
APPROACHABLE
IMPARTIAL
SUPPORTIVE
AUTHENTIC
CHEERFUL
JUST
TRANSPARENT
CLIENT
12. • Death to B2B blah – Do not over complicate the message
• Many writers, one brand – Align brand voice/tone across all distribution channels
• Consistency is key – Style guide for editorial team
FRESH
(Headline)
HONEST AUTHORATATIVE
DOs Passion first - Meet
our team.
We will be real, even if that
means being occasionally silly, a
little less than perfect, and
sometimes more than a little
dorky.
Don’t let taxes slow
you down – Get help
from the best
DON’Ts Seasoned veterans
guide us
All client associates are required to
pursue professional certifications,
such as PMP, CBAP, ITIL or Six
Sigma
We effectuate skilled
business tax
preparation
Sample Suggestions on Style Guide
13. Taxonomy
Who We Are
Our Mission
Core Value
Why We Are
Different
What We
Offer
Research
Highlights
News &
Awards
Clients
Needs
Testimonials
Meet The
Team
Culture
Leadership
Join Us
Contact Us
Bellevue
Denver
14. Quarterly Timeline
Creation
• Focus on creating
content
• Follow seasonal
conversation cycle
and adjust the
messaging
Distribution
•Focus on getting the
words out
• Disseminate
content on different
platforms
Measurement
• Collect content-
related data
information and
focus on analysis
• What work and
what not work
• Lay the foundation
for next quarter’s
content creation
15. Content Checklist
Checklist Quality Question Status
Voice / Style Does the content follow the voice/tone and style
guideline?
Spelling/ Grammar Are there misspellings?
Share Ability Is the content sharable?
Distribution Which platform to put the content?
Monitor Metric How many clicks and views?
What is the average visit duration?
What are the referrals (sources)?
How many likes/ shares?
Revision / Improvement What edits can we make?
16. Final Recommendations
Long – Term
• Align brand statement and page
content
• Add visible Call- to Action button
• Publish research paper for every
service industry
• Develop a responsive site
• Add more visuals and interactive
elements. e.g. – animations/videos
• Focus on existing social platforms
• Create a style guide and swear
by it!
• Measure results – use AB testing
• Track metrics and re-visit goals
Short – Term
• Continue focus on quality, not quantity
• Add testimonials in Video format
• Stick to creating original content
• More specific measurements to track
progress
• Expand social media outreach
• Hire a content team
• Track Return on Investment (ROI)
17. Raise Brand Awareness
Goal
• Achieve BUZZ around brand
• Demonstrate brand attributes: Niche, thought
leader, credible
• Attract audience
Measurement
• Analyze users opinion on social media
• Frequent surveys, emails, and feedback from
client
Success Metrics
18. Increase Engagement
Goal
• Conversational voice & tone
• Easy searchability of brand name
• Users find content relevant and useful
Measurement
• Month on month increase in page views and
page duration
• Conversions through website
• Analyze the content which is most visited
Success Metrics
19. WORKFLOW – Content CreationCONTENTTEAMADMINISTRATOR
Content
Need
Draft
Goals
Collect
Content
Draft New
Content
Revise
Copy
Schedule
Publish date
Publish
Review
Require
Approval
YES
N
O
20. Roadblocks & Possible Solutions
• Short of content creation, and current content maintenance team is not stable enough
Solution:
Use an agency or hire individuals on contract temporarily for generating content
• Funding is limited
Solution:
Have a plan B. Improve quality of photos and important elements first. In the long run,
when funding is available, the company can add more multimedia elements.
• Confusion in execution and misalignment
Solution:
Establish accountability: who is doing what? Where? When?
Check the measurement indicators.
21. • Increase inbound links
• Easy usability, searchability of
brand
Success Metrics: Increase Traffic & Social Sharing
Goal
• Incremental visits, page views
• Incremental Traffic through organic
search
• Increase in Link shares – Work culture &
Research Papers
• SEO
Measurement
Notes de l'éditeur
Target Audience:
Associates:
A range of recruits from 2-15 years experience in business consulting industry
Passionate, Energetic, Ambitious, a team player
Desire for growth in industry knowledge and refining skills
Desire for joining a process which helps solve our clients problems
Clients:
Have business analysis or project management needs, which might related to different industries and business functions
Seek for the most talented and experienced consultants to come up with best solutions.
What we are? What we do? Meet ‘your’ TEAM
Target Audience – Clients & Associates – Create Personas
Vision & Mission
The website is mainly consist of texts and descriptions, accompanied with a few photos.
Client is building the Facebook page and LinkedIn page. But photos on Facebook seem to be random and less professional look.
Interactive elements are generally missing on the website
Most of the content is well written and reflects the company’s core co-delivery module and team efforts. but professional research publications or materials are not found.
Have client testimonials, but lack of showing who are major clients.
Call for actions buttons are not highlighted (for example: apply button for job seekers; content sharing function)
How:
Create most content on website and other social media channels by client to ensure the quality.
But keep it interactive. Listen to the voice from the targeted audience and interact with them.
Audience:
Client focuses on recruiting the best associates. So creating a desire for talents to join and work with the smartest people.
Also, clients are crucial to business expansion. A desire for clients to work with the best team to solve their problems.
Voice/Tone:
Reflect the fun work culture and brand image of organization, so content should be engaging
As a business consulting firm, credibility is important to both employees and clients. Create professional and credible content.
For associates
Inspire - Paint picture of growth and passionate work culture - Whenever you join, however long you stay, organization’s experience lasts a lifetime
Or Our Brice Budke’s short film is premiering at SXSW. How awesome is that!
Show performance data/ recognition (Client voted best employer in Seattle's Magazine)
Repeat Engagement - Have a question? Ask Anything and we will try our best to answer. Or just say Hello!
Q 2 (for Clients)
Personalized approach
Spring Tax Season? - Enjoy the Spring. Reach out to our dynamic team for planning, reporting and maintaining a stress-free tax filing.
Planning season? - How can we best maximize the launch of your next products? Ask our specialist.
Incentivize
Highliht nurturing long-term relationships -
Highlight NGO non-profit collaborations
Show growth data
For Clients
Personalized approach
Spring Tax Season? - Enjoy the Spring. Reach out to our dynamic team for planning, reporting and maintaining a stress-free tax filing.
Planning season? - How can we best maximize the launch of your next products? Ask our specialist.
Incentivize
Highliht nurturing long-term relationships -
Highlight NGO non-profit collaborations
Show growth data
SECONDARY MESSAGE CAN CHANGE VICE-VERSA
Original Content – Mark and team…will take vendors help to give it stronger structure
Create Voice – tone spectrum. See Example!
Loft9 messaging strategy recommendations
Death to B2B blah – do not over complicate the message
Many writers but one brand - Align brand voice/tone across all distribution channels
Consistency is key- Suggestions on style guide/book for editorial team.
Source: Moz: The TAGEFEE code (http://moz.com/about/tagfee)
