Content is a fluffy word, so let me help you define it. The era of spray-and-pray content is long gone, and solely relying on SEO is also becoming problematic. Let's go through the who, what, when and where of your content funnel so what you create generates some demand for your brand.
What exactly do you get?
Good question. The answer is going to vary largely to who you are, what stage you’re at and so on… but generally, I’ll be following a framework that will include (this is the TLDR version):
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01 - An alignment session
​02 - Auditing your current content
03 - Talking opportunities and next steps
04 - Ideation & creation
05 - Distribution
06 - Refine, revisit, repurpose
07 - Building advocacy
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Want more details, then read on...
One - An alignment session
I’m going to need to know who you are, what you do, who you’re talking to and how you’ve talked to them in the past; any current strategy, or tactics you’ve been undertaking. If you’re completely fresh to content production that fine! I’ll still need to know what a typical customer journey looks like through sales to customer to advocate.
Don’t worry if that above doesn’t make any sense to you now - it will!
Also, if you’re completely fresh to content production, skip to 03 - Opportunities and next steps.
Two - Content audit
Yeah, it’s boring but we have to start with what’s there. I’ll be taking a look at any assets you’ve generated, content you’ve created and how it’s performed (yes, I’ll need viewer analytics access).
From your audit (and an understanding of your current customer journey) I’ll create a map with the content touchpoints you’ve got. I like to use a couple of frameworks to do this, Google’s “See, Think, Do, Care” model, and the McKinsey Loyalty Loop. Don’t worry if you’ve never heard of these, they’re easy frameworks to pick up and run with.
Outputs will be:
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current highest-performing content (with analytics access)
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current content touchpoints and gaps/opportunities
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customer journey map and perceived needs
Three - Opportunities and next steps
When we’ve got our ducks in a row we can look to opportunities. Here I’ll come up with a series of content I think best suits the messages you’re trying to relay vs gaps in your customer journey. The main aim of the content will be demand generation (aka getting people to stop, look and think about your service or product).
I, or we, will put together suggestions for each stage of the journey (or funnel, if you prefer to use that word). We’ll answer what your customer needs at each stage, and create fitting ads, landing pages, blog posts, email automation etc. to fit the bill.
The approach will be multi-channel (search, social, paid, email etc.) so we can get the most out of the content you do create. We should focus on the 20% creation and 80% distribution rule.
Four - Create, create, create
Whether you want my help in copywriting or creating long-form content pieces or you’d like my help in finding a partner to work with the next stage is about identifying the content we’d like to start with and creating it.
Whether it’s a written piece, a video or a podcast, I’ll help you plop together and action a plan to get the content you need crested, at a price you can afford.
"My personal takeaway from working with JJ is simple. If he has something to say, listen carefully, as it will be, at some level, inspirational. "
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Craig Rayner - Co-Founder, Experimentation Elite
Five - Distribution
Following the 20/80 rule the next step is distribution. We’ll talk about channels, budget and other options that may interest you (such as PR). We’ll also touch on slicing and repurposing your content so it lasts you longer, goes further and can appear in multiple formats.
Six - Revisit, refine & repurpose
Creation and distribution done with, it’s important to never leave a good piece of content behind. Depending on its original purpose, there may be scope to turn your content into an evergreen piece (something that’s updated quarterly or yearly to remain current) or adapt it into a series, or simply refine the information there.
Leaving content behind will ensure it has an expiry date, and unless there’s no escaping that expiry date, we should absolutely escape it. It’ll save you money and people power down the line.
Seven - Building Advocacy
The last stage really is about how to not get off the wagon. Building advocacy is about being consistent. So we’ll put tactics in place to make sure you’ve got the right tools, training and setup to keep your content train rolling.
We’ll be talking about social automation tools, email automation tools, campaign building/scheduling and so on. I’m pretty well versed across the big hitters in this category (MailChimp, Hootsuite, Sendinblue, Buffer etc.) so if you’re already committed to a tool I’ll work with it.
Let’s take an informed look at your content
So much rides on content right now, with a massively crowded market internet full of (let’s be honest) mediocre stuff, and ChatGPT making waves, not taking time over your content production is a REALLY bad idea.
It’s also a really easy way to chuck cash into the wind, miss the mark completely and waste time. So I’d love to help you take a step back and paint a picture of how you’ll achieve your content ambitions before you put the wheels on the plan. I can be with you every step of the way if you’d like, or simply help you get started.
Approaching strategy through words.
I approach strategy through words. Messaging, copy and definitions are my forte. But if you’re looking for something that includes design assets, video, animation or further afoot I’ve got a few awesome partners that can help. They’ve helped me put together content in the past and I’d be happy to reach out to them for quotes on your work.
Pricing and availability
*Half-day workshop (3hours) - £350
If you’re local to London (or surrounding areas) these can be in person, they often work better that way, I may need to charge travel depending on your distance from me.
*Full-day workshop (5 hours) - £550
The key differentiator here is time. If you (and/or your team) are great at keeping focused for an entire day, a full day means we’ll get through a lot more.
*What we get through in each workshop will vary - I can’t define the value upfront. I find that 2 days work well. On the first day, we can go through each of the exercises, discuss and then return on the second day to finalise those ideas.
Consultation (£250 per day)
I consult between 10:00-15:00 on weekdays. We can look at specific issues you’re having with content strategy, or you can book sessions to discuss your approach. I don’t work on an hourly basis.
Get in touch
The quickest way to grab me is through the floating purple box on the right 👉
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Otherwise, fill out the form!