STRATEGIC MARKETING ADVISORY

High-Impact Content Marketing Strategy Services.

Content marketing isn’t easy. And for large enterprises, it gets harder with more stakeholders, complex propositions and longer time-to-impact. An Inbound Journalism workshop is a comprehensive planning process with research in advance and reporting after the fact. A full content marketing assessment goes even further, incorporating a complete audit and benchmark of content marketing, review of plans, technology assessment and more, to help senior management chart a course to success.

Augment Your Team, Change Your Reality with Fractional CMO Services.

Some businesses can’t justify a full-time CMO, but every serious business needs marketing leadership and strategy. Our fractional CMO service enables you to access top-caliber marketing talent on a basis that makes sense for your business situation – on a long-term basis or as you recruit a permanent exec.

Executive Coaching for Marketing Executives.

In your first CMO or VP marketing role? As exciting as it is to make the big jump, sometimes it can be a lonely feeling indeed. Having an experienced hand as your confidant and silent partner in your planning and execution phases provides you with resources and perspective you need to succeed. We’ll help you build your strategy and plans, navigate company politics and interpersonal issues, and much more.

Inbound Journalism Components.

For organizations with significant internal marketing resources, we offer Inbound Journalism as a series of modular deliverables. We’ll work with your marketing and digital leadership, subject matter experts and shared services team to define the ideal combination of in-house and agency services. We’ll also share our methods, workbooks and resources to help your team confidently implement Inbound Journalism on their own.

There’s no point in asserting leadership unless you have something to say that resonates with the people you want to influence and sell to. Our deep-dive persona research, combined with primary and secondary research as available, is put into our creative team’s process. What comes out places you and your vision in a unique and defendable position to succeed.
Just as a media mogul would develop a business case based on a pipeline of advertising revenue, as a brand publisher, you are developing a pipeline of leads, driving prospects closer to the close and expanding relationships in existing accounts. Any other mindset is destined to fail. We’ll help you build the business case and a rock-solid ROI model so your brand journalism campaign will live on after its sponsor moves on.
Once we have a handle on your personas and a great idea to put forward, we’ll get busy on how to realize your vision. What’s the content stack? How will we source it? Who are our experts and evangelists? We build a calendar and a content creation machine to develop a content stream worthy of your brand and ambition.
OK, so now you have this great content. How’s it going to get in the hands of the audience? Will you drive traffic through social media? Invent a new business model between traditional media and your media property? (Yes, you’ll likely end up with your own online publication of some kind.)
This is the secret sauce to personalization, meeting buyers with content specific to where they are in their journeys, reporting and more. Marketing automation makes attribution possible: Where did that revenue come from? What did we do before this? Oh yeah, we flew blindfolded.
Today’s buyer behaves differently, therefore so must sales executives. We’ll bring best practices, new technologies, training and a sense of urgency to make the most of every opportunity your Inbound Journalism campaign creates. And there will be a lot of opportunity.