Level Up: Content Strategy Workshop

After engaging with your content, prospects should understand why your product is the best solution for them and be motivated to change their status quo. This workshop will give you the strategy you need to make that happen — even with top-of-funnel content.

When you implement the strategy that comes out of this workshop, you’ll see a significant improvement in the quality of your demo requests, and your sales team will have an easier time converting leads to customers. And you’ll avoid wasting resources on content that isn’t as powerful as it could be.

Who will benefit

The workshop is part education, part strategy development. It’s designed to teach a highly-effective approach to content that will help you craft a customized strategy for your company. I’ve used this foundational framework with tech companies like Sigma and Front to help their marketing teams attract ideal-fit prospects and their sales teams to close deals faster.

Feel free to include anyone on your team who’s involved in content strategy and planning as well as sales team members with customer insights. (Note: I’ve found that limiting the group to seven or fewer is optimal for participation, but you’re welcome to invite as many folks as you’d like.)

Workshop prep

When you schedule a workshop, I’ll ask for your positioning and messaging documents as well as any research you’ve done on your ICP. Prior to the workshop, I’ll review these materials and do additional research on your industry, audience, and competitors so we can hit the ground running on the day of the workshop.

Format

The format is an intensive workshop conducted via Zoom with two 45-minute sessions per day over three consecutive days (six 45-minute sessions total). Through engaging activities and plenty of examples to make concepts concrete (and to keep folks from falling asleep in front of their screens!), we’ll identify:

• Your brand’s points of view, which will differentiate your content and build affinity for your brand
• Conversion-killing assumptions your best-fit prospects may be making that stall the buying journey
• The dangers/risks inherent in the status quo of your best-fit prospects to motivate them to action
• How your product’s value props align with the pain points and objectives of your best-fit prospects
• Distribution channels best suited to your prospects

Deliverable: strategy deck

A week after the workshop, I’ll deliver a strategy deck that outlines:

• Actionable insights that came out of the workshop
• My recommendations for your content, based on what we uncovered together and my experience seeing what works for B2B tech
• Strategic points of view to integrate into your content
• Key points to weave into your content that will lead your best-fit prospects to conclude your solution is the best one to solve their specific challenges
• My recommendations for distribution channels

This strategy deck will serve as a reference and swipe file to guide all your content development.

Advisory retainer for follow-up questions

Following the delivery of your strategy deck, a “point person” on your team will have a month of unlimited access to me via email for follow-up questions that arise as you’re implementing it — and we can schedule a call to dive deeper if needed. I’ll respond within 24 hours during the workweek. We can review things like:

• A campaign plan based on your strategy
• A creative brief that includes your strategy
• A draft of a piece of content where you’ve implemented your strategy

Pricing

The investment for the workshop, the strategy deck, and the one-month advisory retainer is $14,000. (The advisory retainer can be extended after the initial month for $3,000 per month.)

Get Started

Ready to dial in your content strategy to attract ideal-fit prospects? Request a call to learn more!