Knowledge-based Brand Strategy Development
Plan for the creation, delivery, and governance of useful, usable content. From audit to editorial support, we work closely with clients and agencies to solve even the most challenging content problems.
We create knowledge-based brand strategies that are…
- Well-founded – fueled by your organizational/business objectives and user goals.
- Achievable – created with your current business reality, content assets, and
limited resources in mind. - Forward-looking – beyond launch, to how your content will be cared for throughout
its entire lifecycle. - Profitable – where your measures of success ultimately have impact on your organization’s bottom line.
Content Development and Customer Engagement Strategy
Leveraging your unique content assets, our team will develop a knowledge marketing strategy that reflects your organizational priorities, requirements, resources, schedules and desired outcomes.
It will consist of detailed recommendations with specific, measurable outcomes and will integrate with your overall brand and marketing communication strategy.
Content Research and Curation
Working with your internal teams or agency, we dig deep into your current knowledge assets, parse it and establish/asses the following:
- Relevancy
- Readiness assessment
- Internal roles and processes
- User expectations
- Content supply chain
- Content performance (web, social media, SEO, print, etc.)
By the end of this phase, you’ll have a clearer and more realistic picture of not just what unique content you have, but also of factors impacting its custody, creation, delivery, and governance. You will be in a position to determine what knowledge you have that may be deployed and how, in order to achieve your organizational objectives and to start identifying key markets in which to create rich engagement platforms based on innovative knowledge products.
Design, Prototyping and Market Testing
Our editorial strategists are at the ready to help execute your content strategy. From ideation to copywriting, from prototype design to production, we are available to support – even act as – your in-house marketing editorial and design team in the creation of innovative and value-laden knowledge products.
Managing and Sustaining Your Knowledge Marketing Strategy
For content to remain accurate, relevant, timely, and valuable to your audiences, it’s critically important that you develop specific governance policies, standards, and guidelines. These can inform and even define your:
- Content-related roles and responsibilities
- Decision-making processes around content
- Content governance tools (such as style guides, pattern libraries, etc.)
Additionally, we will help you define:
- How to manage forward
- How to create, acquire and integrate fresh knowledge content into the strategy
- A proper workflow and process to make content actionable
- The appropriate templates and guidelines for the creation of knowledge products
- Distribution
- Web site and SEO optimization strategy
- Channel optimization strategy
- Outreach and marketing optimization strategy
- Associated costs
Training
We also offer training services to help employees understand new roles and processes. We can work with management to drive adoption of new guidelines and tools. And we’re happy to work side-by-side with your content owners to make sure everyone’s efforts are aligned and well-informed.
