Content Planning & Writing
Get engaging content that attracts ideal-fit prospects to your brand, creates demand for your solution, and boosts marketing-sourced revenue.
With a content planning or writing engagement, we can start by crafting a content roadmap, or we can build out content from your own in-house content planning document.
(Note: If you aren’t yet confident in your content strategy, I encourage you to start with the Level Up: Content Strategy Workshop — this workshop and the resulting strategy deck will provide a strong foundation for content that drives high-quality demo requests.)
We start a content planning project with a kickoff call to identify your goals and objectives for the content. I’ll ask additional questions that will determine our direction and help us identify how to get the desired results. I’ll also ask you for your brand strategy/messaging, personas/ICPs, and product value props and differentiators.
After this session, I’ll do a deep dive into your brand, product, and audience, and I’ll conduct research on the competitor content landscape. I’ll also identify source material for the content.
One week after the session, I’ll deliver your content plan, which will include the following:
- Goals and objectives for the project
- POV for the campaign/collection
- Relevant value props and key points to weave in to drive engagement and results
- Calls to action
- A detailed description of the content items to be developed
- Proposed outline(s)
- Recommended source material
- Ideas for additional content to promote the piece, such as videos or infographics
- Recommended timeline and workflow
My content writing process is designed to deliver precisely what you need while making life easier for you. We begin with a collaboration call where we discuss your content strategy and review your planning document. I’ll also make recommendations and share ideas to maximize your results.
New clients start with a kickoff project so we can experience working together before we jump into something longer-term. This project can be a content planning engagement, one large content deliverable such as a report, or a combination of smaller content deliverables such as thought leadership articles. I always include a thorough discovery process, which allows me to tailor the content for best results.
After the initial engagement, we can work on an ongoing basis. Many of my clients choose to work in 3-month “sprints,” where we identify a scope of work to be completed by certain dates within the 3-month period. My project management skills and clear communication ensure you have on-point content, on deadline! Once a sprint is completed, we can start another sprint. Many of my clients continue to work with me for 2+ years.
Benefits of the 3-month sprint structure:
‣ The 3-month timeframe is the ideal length to accommodate strategic planning while allowing your team to stay agile.
‣ Planning ahead encourages being intentional about the content we create so you get maximum results.
‣ Committing to a 3-month sprint guarantees your spot in my project calendar, which fills up quickly. (I prioritize my “sprinter” clients.)
I have experience creating a wide variety of content types, but here are a few content packages that are popular with my clients:
- A report or guide, along with landing page copy and a series of blog posts and social media posts for promotion
- A collection of case studies or customer stories
- Product launch package, including landing pages and sell sheets
- Sales support materials
Pricing for content planning and writing is custom-quoted based on deliverables. Request a call to chat about your needs, and I’ll provide some options for reaching your goals!
Want to see examples of client work? View the portfolio.
“I’ve had the pleasure of working with a lot of great content people over the course of my career but Laura stands above them all with her ability to quickly grasp technical subject matters and turn them around into content that is easily digestible for any audience. I cannot recommend her enough and hope to continue working with her well into the future!”
“Choose Laura! She’s adept at uncovering customer pain points and finding creative ways to present solutions. The case studies she developed for us are getting thousands of monthly views with high time-on-page and a low % exit, so people are reading them and exploring the site after reading. And our sales team is using them to close deals!”
“Laura excels at connecting content strategy with your audience to create content that attracts and engages. She also has a clear understanding of how messaging drives business and growth. Any marketing professional at a B2B tech company will find in Laura not only a committed strategist that will bring to life content that generates results, but also a refreshing and enjoyable personality.”
“We worked with Laura and the Ideally team on B2B healthcare thought leadership content. I was impressed with the content they created for us. They met deadlines, sourced data, and the copy was clean and required very little editing. Hire Ideally for your next content project! You won’t be disappointed!”
Kristy EschMarathon Health
Ready for content that attracts ideal-fit prospects? Request a call to explore options!
I couldn’t serve my clients the way I do without my team.
I count myself lucky to work with these talented, experienced folks.
Sam is a writer and marketer who has extensive experience in healthtech. She has excellent research skills, with the ability to translate information specifically to an audience’s knowledge level.
When Sam isn’t working, you can usually find her hiking or on a plane. She’s harnessed her obsession with travel by blogging about her adventures at My Flying Leap. She also dedicates time volunteering with hospice patients and children with her pet therapy dog and cat.
John spent 21 years in education, first as a high school classroom teacher and then in administration. John’s unique perspective and broad skill set, including research, writing, and problem-solving, make him a significant asset to clients. John is also a certified PMP (Professional Project Manager).
John’s interests are as wide-ranging as his skill set. He enjoys reading eyewitness history books, playing the native flute, hiking, and exploring different cultures.
Kristine has a B.A. in English and is a member of Sigma Tau Delta, the International English Honors Society. Kristine is an exceptional editor and proofreader. Her eagle eye ensures that all client work is error-free before delivery.
Some of Kristine’s favorite things include coffee, her two cats, playing the piano, traveling the world (physically and virtually), a band called DAY6, and all things organizational.
Ready for content that attracts ideal-fit prospects? Schedule a call, and we’ll explore options.