Content Strategy

Total Emphasis Content Strategy

Total Emphasis works directly with clients or can serve as a valuable resource as part of a larger team responsible for creating and executing a cross-platform content strategy. Our unique and flexible approach works with companies and organizations of all sizes, where Total Emphasis can either handle the entire project or collaborate with external agencies. 

We apply a proprietary methodology to our work, taking time to get each stage correct so your content strategy is comprehensive, sustainable, and custom-built for your business and audience.

Below are the key steps we take to build out your strategy.

APPROACH

BLUE SKY SESSION

Before we tackle what needs to happen, we carve out space to talk about your biggest dreams for your company and its voice.

STAKEHOLDER INTERVIEWS

We take a journalistic approach to interview your executives and, if possible, employees, customers, and partners to learn more about what you stand for and where you can win.

Auditing and competitive analysis

We do a deep dive into your existing assets and compare them to your competitors and companies whose content strategy you admire.

SENSE CHECK

Before we go and create the strategy, we ensure we’ve captured everything accurately, and give you the opportunity to course correct or explore a different pathway. There’s no point in proceeding with outdated information if something has changed.

Messages TIED TO OBJECTIVES

Align your specific objectives for your organization and your content and tie to them the most resonant messages.

CONTENT THEMES

Create specific top-level concepts that will govern much of the specific tentpoles and individual pieces of content that follow. 

DELIVERABLES

Audience Profiles

Identify which audiences you want to reach, what motivates them, and how best to reach them.

Competitive landscape mapping

Identify your biggest competitors (and the competitors for your audience’s attention) and map them 

Content themes and tentpoles

Themes govern your key messages and tentpoles are recurring pieces of content on which audiences can depend.

PLAtFORMS SELECTION AND DISTRIBUTION MaPPING

Identify in which platforms it makes sense for the brand to play and how to atomize and recontextualize the source content across those platforms

AnALYTICS

Set up or refresh SEO/web/social analytics to establish benchmark and capture growth 

SAMPLE CONTENT CALENDAR

Showing what real content would look like, mapped to timelines and objectives.  

RECENT WORK

Recent client content strategy work has included: 

  • A top-five network communications company (and Fortune 100 company)
  • A $1B+ global business consultancy
  • An emerging social network for seniors
  • A leading Pennsylvania research hospital
  • A computer accessory startup
  • A Fortune 500 manufacturing firm

and many others

Does your company need a content strategy refresher? Let’s chat and see if we can help.