Insight Lab
Insight-Based Content Strategy + Playbook
If you’re struggling to know how to differentiate your content and find that magical intersection between your audience’s top-of-mind interests and your strategic narrative, this workshop will give you the answers you need. I’ll help you identify a brand point of view that will resonate with your audience and position your product/service as the obvious choice.
We’ll also build out a framework for an insight-based content strategy — so each piece of content you create will stand out and tie back to your brand point of view. After the workshop, you’ll get a custom playbook you can put into action. A two-month follow-up advisory package gives you confidence as you’re implementing the playbook.
When Is an Insight Lab Right for Us?
The Insight Lab is designed to fix several problems you might be having:
Content isn’t different enough from competitors’
Need prospects to grasp the outcomes you deliver
Messaging is muddled and impact is hidden
Need to align content with audience needs & desires
Need to increase inquiries or demo requests
Content is educational but not especially inspiring
What It Is
Content that captures attention and leads to conversions has two essential components:
A topic of high interest to your audience, tied to a theme you want to become known for
A point of view related to the theme that connects your product to what your audience cares about deeply
In the Insight Lab, we’ll start by formulating your brand POV, which positions your product as the obvious choice. Then, we’ll choose content themes and draft “thematic POVs” that fit within your overarching brand POV and flesh it out in more detail.
After the workshop, you’ll get an Insight-Based Content Strategy playbook with your POV messaging framework and an action plan with recommendations for specific topics based on your themes and some ideas for distribution channels. You’ll also be able to schedule two follow-up calls with me over a two-month period to ask questions that come up as you’re implementing your POV framework.
What It Includes
Discovery: Before the workshop, I’ll do extensive research to hone my understanding of your brand, your market, your ICPs, and your product. I’ll come to the workshop fully prepared to guide you.
Workshop Sessions: The workshop is broken into three 1-hour sessions held over three days for maximum engagement. In the first session, I’ll take you through a guided exercise to extract insights and give us the raw material we need to develop your brand POV. In the second session, we’ll organize our insights and create a draft of your brand POV. In the third session, we’ll define your content themes and draft a “thematic POV” for each content theme.
Playbook: After the workshop, I’ll deliver a playbook that includes your POV messaging framework, topic suggestions for each of your content themes, a plan for integrating your insights into your content, and recommendations for getting your thought leadership out into the world.
Advisory Package: As you’re implementing your playbook, you’ll have access to me for questions via two 60-minute calls that can be scheduled whenever you like, up to two months after the workshop.
“You are our most valued asset in growing our business. You’ve helped us think in lots of new ways and have completely transformed what we think about how to use content in our marketing strategy.”
Mike Donnelly, Seventh Sense
Logistics & Details
Who: Your POV and thought leadership are strategic brand initiatives, so I strongly suggest cross-team participation. Ideally, this will include your founder/CEO and your heads of marketing, sales, and customer success. Each of these folks will have valuable insight to contribute and will need to be bought in for your thought leadership program to be successful.
Where: Remote, via Zoom.
Scheduling: The workshop can be scheduled as soon as you sign the agreement and complete payment. My recommendation is to schedule the three sessions within the same week so we don’t lose momentum — each session builds on the previous one.
Prep: At scheduling, I’ll ask you for any strategic resources you have available, including product messaging, market research, competitive research, and customer research.
Cost: $5,500
Payment Terms: Payment is due in full prior to scheduling.
Rescheduling: The workshop can be rescheduled, if needed, up to three months after the original date.
“We knew that we desperately needed a strategic marketing mind. Laura is consistently an asset to the team and has an incredible talent for connecting the dots between your product/service and a remarkable content strategy. Beyond that, the way she listens and her positivity have made her a complete joy to be around. Adamantly recommend Laura!”
Derek Kinzer, Lone Fir