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.)
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.
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
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.)
“It’s been an amazing six months of growth for us in terms of leads. We came into 2021 with a qualified lead shortage, and that has been remedied. Our success has been a combination of strategic content and making sure we hit the right people at the right point in the funnel. You thought of everything in terms of what we needed from the content and helped guide us with your experience.”
Harry RoseNetwork for Good
“Laura deserves an award! Laura worked alongside us to develop a solid content strategy, and we can now move forward with confidence having a strong content foundation for our business. Thank you, Laura!”
“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!”
“We knew that we desperately needed a strategic marketing mind who had serious content writing chops. 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, her attention to detail, and her positivity have made her a complete joy to be around. Adamantly recommend Laura!”
Derek KinserLone Fir Creative
“Good content closes for you. Our average sale has increased 30% since we launched our thought leadership content strategy a year ago. We’re now known in our industry for our expertise in behavioral design and ‘product stickiness.’”
Ready to dial in your content strategy to attract ideal-fit prospects? Request a call to learn more!