How we do content strategy at Copy and Check

Strategy Outline 1. Understand the company From step 1 to step 6. 1. Understand the company 4. Use learned data to create compelling content 6 Understand who the company is , where they’ve been and what they hope to achieve in the future. Use the data from steps 1-3 to come up with a plan for content that will attract, engage and convert. 5 2. Understand the customers 5. Evaluate the performance of said content 4 Understand their current and prospective customers. Learn their desires and pain- points. With every piece of content produced, tie it back to the overarching KPIs and goals to ascertain its performance. 3 3. Understand the competition 2 6. Double down on what works, iterate what didn’t What do the competition currently do? In what ways can we create content that exceeds theirs? 1 Take an honest view of the work produced and see what could be done to improve and what aspects should continue as they are.

The Four C Strategy Process Content Competitors Company Customers

Understanding the Company Work with the client to understand who the company is, how they operate and what they ultimately want to achieve CEO Marketing Sales Manager Manager Sales Marketing Associate Associate Copy and Check

Set Company Expectations Both the client and the agency should come to an understanding of how the other works and what deliverables they should expect. Output input Key Deliverables Provide agency with buyer personas Establish what you hope to get out of this relationship Timeframe Align insights and expectations Key Objectives

Customers Who are they? (Buyer personas) Combine conversations with the client plus external research to gain a deeper understanding of who the customers are Who are they? (Buyer personas) What pains do your customers have? What do they want to achieve in the future? What do they do? (vertical they operate in) Which verticals are most important to target and how much do we currently know about these verticals? What value can we add? How can we get our customers from where they are now to where they want to be in the future? What messaging do we need to create to support that goal?

Channel, Demographic, Industry Research Analyse current market, channels and industry trends What channels is this audience receptive to Analysis Find out what the current industry trends are. Understand the nuances of their market and how it operates. Email 50% Social 50% Blog posts 30% 100% facebook 89% 78% 80% twitter Male user facebook

Conduct competitor analysis to see how our client compares Analyse their strengths and weaknesses. Compare this to our own client Competitor 02 Analyse their strengths and weaknesses. Compare this to our own client Competitor 03 Hypothetical Client Analyse their strengths and weaknesses. Compare this to our own client Competitor 04 Analyse their strengths and weaknesses. Compare this to our own client

For each competitor look at the following: Competitor Research For each competitor look at the following: What they write Where they promote Look at the format of their content as well as the topics they cover Where do they share their content? What groups are they a part of? Strength and weaknesses of their content Their messaging What sort of messaging does the competitor offer their customers. How does it differ from our clients Objectively how strong is their content. How many words do they write? How often do they publish? Look at their SEO focus Who they target Who do they target? Are they targeting C-level customers or associates? What keywords do they target? Do they rank for them? Why?

01 03 02 04 Keyword Research Discover new keywords Sort by intent Understand what keywords the client already ranks for and identify future opportunities 01 03 Current ranking keywords Discover new keywords See what keywords the company already ranks for and note these down (including their positions) Use software to find out opportunities for keywords to rank for based on their competitiveness 02 04 Sort by intent Optimise content Think about the intent of the customer and come up with a list of keywords you’d like to target. Optimise the current content to accommodate improving current rankings and ranking for new keywords

Finding opportunities where content has a high chance of succeeding Content Gap Analysis Finding opportunities where content has a high chance of succeeding Customers Opportunities Competitors Here we find opportunities to create content we know our customers want but our competitors haven’t created yet. What type of content does their competition produce? From our customer research, what are our customers biggest pain points?

The Three E Production Process Execution Evaluation Engagement

Creating Lean Content Research Amplify & Repurpose Create Analyse Process for creating content that consistently performs well by iterating on what could be improved and doubling down on what went well Research Explaining the process This process allows us to use research to decide what to write about. Once the content has been produced, we’re able to clearly match the results to the KPIs to see whether the content should be amplified and repurposed or improved. Amplify & Repurpose Create Analyse Promote

Engagement Plan Emails Social PR Blog posts Based on our research, we’ll outline where we plan to put our efforts to ensure enough of your target audience engage with your content. Emails We’ll outline our strategy for email and how we’ll use those to nurture customers further along the sales funnel Social We’ll present a social strategy for how we’ll use that content to drive traffic and awareness to your business PR We’ll identify crucial PR placements to seek out to spread your company’s message further. Blog posts We’ll create a schedule for blog posts to drive traffic, encourage consideration and convert customers.

Content Reports 2017 content 2018 content Provide the client with a report as to how their content has performed, what we’ve learnt and what we’ll do (stop doing) moving forwards 2017 content Charting the performance of the content in 2017 2018 content Matching this performance to the content in 2017

Thank you Copy and Check