1. How we do content strategy at Copy and Check

2. 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.

3. The Four C Strategy Process
Content
Competitors
Company
Customers

4. 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

5. 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

6. 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?

7. 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.
50%
Social
50%
Blog posts
30%
100%
facebook
89%
78%
80%
twitter
Male
user facebook

8. 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

9. 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?

10. 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

11. 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?

12. The Three E Production Process
Execution
Evaluation
Engagement

13. 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

14. 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. s
We’ll outline our strategy for 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.

15. 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

16. Thank you
Copy and Check