Eight lenses. One clear picture. Answers for your CEO before they ask.
No retainer required.
You’re posting and publishing and tracking. And despite your best efforts, nothing seems to be working.
It’s more common than many companies would like to admit, and it’s not due to a lack of effort on your part.
Usually, when content marketing isn’t working, it’s due to one of these three problems:
01. It isn’t being measured properly.
In B2B, the path from blog post to signed contract is rarely a straight line. When your tracking can’t follow that path, good content looks like it’s doing nothing.
02. It’s written for the wrong reader.
The same sales pitch, rewritten for the 20th time. Content built around what the company wants to say, and buyers can tell.
03. It isn’t matched to the buyer’s journey.
Intro-level blog posts for an audience that already knows the topic better than you do. Whole stages of the buying process with nothing for buyers to read.
I’ve worked on teams where the goal was three posts a week, whether or not anyone had something to say. Where no one could tell me the call to action of a post, or how we’d know if a campaign worked.
I’ve sat across from CEOs who’d been burned before, explaining why they should keep paying for something that, in their eyes, never sold a thing.
I’ve written for agencies that cared more about keywords than whether a human could stand to read the result.
And here is what I learned:
Differentiation means saying something specific and being willing to be less interesting to everyone else.
I go through your content page by page and post by post, using eight lenses that range from who it’s written for to what it’s bringing in. You get a report that shows what’s working, what isn’t and what to fix first, whether that’s your tracking, your brand voice or the gaps in your buyer’s journey.
Run with the plan yourself, or have me write it.
Either way, you know what each piece is meant to do before anyone writes a word.
