You know as well as we do that simply posting content when you have the space and capacity is far from ideal. The scattergun approach doesn’t work – you need to be strategic. And that’s where content strategy workshops come in.
To get the most from these sessions, they shouldn’t be entered into blind. In this blog, we outline what you can expect from a typical workshop with us.
Step 1: Get clear on your objectives
Before heading into a content strategy workshop, you should know what you want to get out of both it and your content. Maybe the problem you’re trying to solve through your marketing is a lack of awareness or credibility. Or perhaps your brand is already well-positioned in the market, but you’re struggling to generate and convert leads. Whatever it may be, this clarity is crucial to a productive session.
Building a watertight content marketing plan involves connecting your business objectives to the final output. After all, marketing isn’t a nice to have – it’s something that should be closely aligned to your overall business strategy, from current sales objectives to future hiring plans. This is precisely why we build our bespoke workshop agenda only once we’ve had a discovery call with the client.
Need to position or reposition your brand first? A brand workshop might be a better place to start.
Step 2: Understand your business
Once we’ve determined your objectives, we’ll move on to the next stage: getting under the hood of your business. This involves understanding key information around your customers to build a picture of what your content plan can – and should – look like, such as:
- Who your target audience is
- What challenges or needs they have
- What the typical customer journey is
We’ll look at all this in the context of your market and competitors too. If you haven’t already, we’ll spend the time figuring out what distinguishes your brand from others in your space. This helps identify a few core messages, laying the foundation for what you should be talking about in your marketing, before looking at where to say it (the communication channels to use) and when (the content calendar).
Step 3: Create the content plan
We’ll then go away and get cracking on the workshop’s deliverables. This comes in the form of a content plan that matches your precise objectives and:
- Incorporates pillars – These are themes to base your content strategy around, adding structure and variety to the plan while leaving room to be flexible and reactive where necessary.
- Considers the execution – This is how the copy will be created and distributed out into the world, including the resources required.
- Ensures relevancy – Some topics are evergreen, while some need to be covered in a specific timeframe. We’ll make sure you have the right mix of both so that you don’t fall behind the times.
Once you’ve reviewed the content strategy, there will be a follow-up call to discuss it in greater detail and see if you need anything further from us. Our workshops with clients typically flow into a retainer, where we provide as much or as little support – whether that’s writing and editing content, designing and uploading, publishing to your social media channels, or all the above – to deliver on the objectives you outlined in step one.
Contact us for a bespoke content workshop
If you’re interested in a content workshop that’s tailored to your business and its growth ambitions, we’d be more than happy to help. We can host you here in our offices, run it from yours, or carry it out virtually. Just speak to our team.