Content that helps your customers helps you.

Here’s some straight talk. Content marketing is dead, because Google says so.

These days, using a search engine optimization agency to bring qualified leads through organic search is a fool’s errand. If you want to rank on Google, you can’t use content to market your business. You have to use content to solve customer problems. (The best search engine optimization agencies know this — the rest? Ineffective.)

Google has been very clear about this. They don’t want you to do content marketing.

When we treat our content creation engine (blogs, videos, social media, and more) like a marketing vehicle for our own company, it misses the mark entirely. We stop thinking about the customer, and what the customer wants to read, and we start thinking about what we need to write to sell our products and services.

When we treat our content like a service that we offer out of goodwill to our potential customers, our employees, and our friends, we can begin to understand the true power of content marketing as a part of a holistic multi-touch sales funnel.

Brands today face big challenges with “traditional” content marketing.

70% of marketers say they lack an integrated content strategy. In a world where consistency is the key to customer loyalty, it often feels like brands are stuck in a rut, spinning their wheels in the proverbial mud. More content, without a strategy, isn’t the answer.

The Content as a Service (CaaS) model is meant to remove the barriers you face as an organization, both internally and externally, by repositioning content as part of your customer service efforts.

Common challenges companies face…

64% not producing enough content
39% don’t have the budget for content
52% not producing content that engages
33% don’t know how to measure content
45% not producing a variety of content
26% lack the training to produce content

Why the challenge?

Channels are proliferating
Clutter is inevitable
Attention is waning
Engagement is fleeting
Media is expensive
Analytics requires “big data” expertise

Source: 2013 Content Marketing Benchmarks, Content Marketing Institute

In the Content as a Service model, your content strategy is built around four key pillars.

Strategic Narrative

Scheduling a content narrative over 6-12 months enables your organization to tell a consistent story, and to provide consistent customer support. A single narrative is designed to help your organization pursue a single business opportunity. Whether that’s establishing your company as an expert in a niche field, by providing content centered around education and training, expanding your reach into new market sectors, or increasing the transparency of your business operations.

At the end of our content narrative, you will have developed a large body of evergreen content that can be repurposed and reused in future marketing efforts. It can become a customer knowledge base, a pitch deck leave behind, training for new employees, or the impetus to create new product lines or provide direction for the further development of existing products and services.

Tentpole Development

Tentpole concepts are the key messages that we communicate as part of your overarching strategic narrative. For example, if the narrative you choose is based on your unbelievably fantastic customer service, our tentpole concepts may include detailed testimonials, customer profiles, case study videos, a look inside your business, and interviews with key team members, like your CEO.

Each tentpole concept receives extensive coverage through storytelling executions.

Customer-Centric Storytelling

What problem will we solve for your customers today? Our customer-centric storytelling pillar includes strategic and tactical direction. Which multimedia storytelling formats and executions best support your tentpole goals? Developing a wealth of customer-focused stories around each of your tentpole goals is the foundation of your public-facing content.

Lifecycle Analytics

What lessons have we learned about your audience and what they like to see, hear, or read? What insights have our customer interactions generated that can inform future business decisions? Lifecycle analytics includes content analysis as well as greater business analysis.

A Model That Works: Content as a Service (CaaS)

We are overwhelmed by content daily. Thousands of traditional advertising messages, not to mention tens of thousands of articles, the proliferation of social media, and even personal content (like who I’m meeting with after lunch and what I’m having for dinner) bombard our eyeballs every single day. Some data suggests that we see upwards of 5,000 pieces of content every day. Other data notes that we can barely comprehend about 285 pieces of content. It is nearly impossible to cut through the clutter, but not all content is created equally.

Content as a Service is a model that functions less like advertising and more like relationship building. It’s an investment that doesn’t need justification in terms of expenses and revenue generated, because a well-executed content marketing campaign using the Content as a Service model improves every area of the business: from product development to market penetration, from supporting your existing campaigns to finding new avenues for customer service.

The Content as a Service model puts the customer, not your business, at the center of content.

Growth PlanRecommended

$ 5500

per month
  • 50 Keyword Targets
  • 8 Blog Posts Per Month
  • Social Media Support for Blog Posts
  • 2 Standard Offer Creation (eBook + call to action + landing page + thank you page) Per Quarter
  • Weekly Analytics Report
  • Monthly Strategy Phone Call
  • 2 Email Campaign Follow-Up Emails
  • 2 Premium Offer Creation (long eBook, White Paper, etc) Per Year