We launch new content marketing service offering

Work with us

By Alexandra Reid

Over the past few years, working first on our own behalf and then with a growing array of clients that turned to us for help, we have refined what we believe is a highly effective process for the development and implementation of content marketing programs. As I explained in a post earlier this week, this approach rests on a number of key principles:

  • Our blog is at the core of our content marketing program, and we began by breathing new life into it with a sharp new editorial strategy and long-term editorial calendar.
  • Getting internal knowledge keepers to regularly create new content is the challenge that sinks most efforts. We substantially mitigate this through a distributed content-development process that requires most contributors to write no more than one blog post per month.
  • Many blogs are abandoned before they can build an effective audience. We bridge that gap by syndicating our content across an array of other blogs, forums, media outlets and other channels that deliver an immediate audience while we build our own.
  • As we create other high-value content blocks such as webinars, presentations and how-to manuals, we look for ways to gain further exposure for them.
  • We employ all relevant social media channels to promote our content, taking care that our social media streams are rich in other content so that subscribers and followers see more than just relentless self-promotion.
  • We engage with social media communities, priming discussions on LinkedIn, posting and answering questions there and on Quroa, commenting on interesting posts we see elsewhere and collating daily, weekly and monthly lists of interesting articles in which we think our subscribers would be interested.

We know this is a superb marketing option for authority-based organizations such as consulting firms, law firms, and accounting practices and for any company for which establishing thought leadership is a critical marketing object. Over those 15 months, we have seen traffic levels on our blog climb five-fold, and engagement levels across all our social media channels exceed targets that were set for them. We have created a footprint for our agency that vastly exceeds our geographical and physical presence. Most critically, leads are coming in through almost every channel we exploit, including the blog, rebroadcast outlets and on QuoraLinkedIn and Twitter.

Because we have seen this work so well for ourselves, and because people who have seen what we’ve done are asking us to help them, we are rolling content marketing out as a formal service offering. The packages below describe three tiers of our new service offering. We’d be delighted to talk with you about how we can help you build and engage with new communities, showcase your knowledge and thought leadership, develop vast new levels of awareness, and generate new inbound leads and revenue.

Bronze package

20 hours per month: Basic community management services

This package, which offers community management services and strategic guidance for up to three social media accounts, is recommended for businesses that have some internal resources to support content marketing activities. To increase activity, internal resources will be encouraged to update corporate and personal social media accounts with company news and other content developed internally, such as photos and videos. This service will provide regular monitoring and updates throughout the month according to best practices and the hours allotted. One hour of consultation time will be provided each month to coach the internal resources to perform according to best practices.

This package includes:

  • Content marketing strategy: developed for clients signed for a minimum of six months. Includes scope of work, competitor and online marketplace analysis, overview of the most suitable social media channels and best practices for engagement, and identification of specific areas where the client could engage through personal accounts.
  • 12 hours – Web monitoring for content discovery: uncovering of content to post on social media streams as well as opportunities in which the client could engage.
  • 6 hours – Account management: includes updates for all company accounts, but does not include developing content to be posted through personal accounts, such as for LinkedIn Group discussions, Answers, Quora answers, and blog comments.
  • 1 hour – Account measurement: a progress report will be presented to the client on the 30th of every month.
  • 1 hour – client consultation: this time is reserved to answer any client questions about content marketing, the channels, or how they could lever internal resources to increase activity.

Silver package

32 hours per month: Complete community management services

This package, which offers community management services and strategic guidance for up to four social media accounts, is recommended for businesses that have no internal resources to support content marketing activities. Additional hours have been allotted for client consultation to teach clients about our activities, why they are important and, if the client so desires, how it can take on some of these activities internally. Like package one, this service will provide regular monitoring and updates throughout the month according to best practices and the hours allotted.

This package includes:

  • Content marketing strategy: developed for clients signed for a minimum of six months. Includes scope of work, competitor and online marketplace analysis, overview of the most suitable social media channels and best practices for engagement, and identification of specific areas where the client could engage through personal accounts.
  • 16 hours – Web monitoring for content discovery: extra time allotted to uncover company news and conduct a more thorough online investigation for content.
  • 12 hours – Account management: extra time allotted to allow for more channels, develop content for personal account social media engagement, and to post other content such as video and photos.
  • 1.5 hours – Account measurement: a progress report will be presented to the client on the 30th of every month.
  • 2.5 hours – Client consultation.

Gold package

48 hours per month: Complete content marketing services

This package is recommended for businesses that have internal thought leaders that could become resources for blog content. This package is also suitable for businesses that don’t have the internal resources or knowhow for content marketing but want to build a large presence online and establish a thought leadership position in their respective industries. This package will include blog editorial and community management services and strategic guidance for up to five accounts.

This package includes:

  • Content marketing strategy: developed for clients signed for a minimum of six months. Includes scope of work, competitor and online marketplace analysis, overview of the most suitable social media channels and best practices for engagement, identification of specific areas where the client could engage through personal accounts, rebroadcast strategy for blog content, and the beginning works of the editorial calendar covering the first three months of activity, to be updated regularly.
  • 18 hours – Web monitoring for content discovery: extra time allotted to uncover company news and conduct a more thorough online investigation for content.
  • 14 hours – Account management: extra time to allow for more channels, develop content for personal account social media engagement, post other content such as video and photos, and manage blog discussions on the home blog and posts on rebroadcast outlets.
  • 12 hours – Blog editorial management: includes editing services for up to 12 posts per month (three per week) as well as development of blog post ideas and rebroadcast of content to up to three outlets.
  • 2 hours – Account measurement: a progress report, including blog progress, will be presented to the client on the 30th of every month.
  • 2 hours: Client consultation: more specifically to teach thought leaders how they can represent their company online through their blog posts and social media channels.

Additionally, we understand that some clients will not have the internal capacity to create large content blocks, such as blog posts. Providing content development can be added to these packages where required.

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