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.
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.
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.
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 There’s no point in proceeding with outdated information if something has changed.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.
Create specific top-level concepts that will govern much of the specific tentpoles and individual pieces of content that follow.
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
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 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.